The Ultimate Social Selling Campaign Checklist
Are you looking to create a social selling program that strikes a chord with buyers?
Well, spoiler alert: the journey from your social profile to the sales funnel is really overwhelming – not just for the buyers, but for you, too.
For most of us, it is about exploring and discovering answers to multiple questions that leave us exhausted. Where should you start? Where does the content fit in? How does all this exercise relate to your digital lead gen strategy? What’s the line that separates social selling and digital lead gen?
It’s all too much sometimes.
Breathe a sigh of relief – here is your comprehensive guide to creating a social selling program that will work in harmony with your overall marketing goals.
Step 1: Get Started with Strategy
Even when you put your best foot forward, you can’t lead your way in the right direction unless you know what the right direction is. A social selling strategy summarizes everything you plan to do and hope to achieve on social media. It guides your actions and keeps you updated about success and failure. Every single post, every comment, and each like or share, should serve a purpose.
That said, don’t forget that the more specific of a strategy that you create, the more effective the execution is. Don’t make lofty and broad plans that simply lead you to unattainable goals inspired by actions that are impossible to measure.
You need to create a strategy that includes content that excites the reader enough to make them click-through to read more on your webpage. Once you have achieved this, you can rely on your digital strategy to get visitors talking to you or your chatbot.
While that seems easy, keep in mind that the content is the real gamechanger here. It needs to be well thought out. You can put your buyer personas to use and determine what will motivate your buyers. Once that is sorted, use findings to create compelling social copy.
Step 2: Get Your Sales Team On Board with Social Selling
Cold calling is dead. It is estimated that more than half of C-level executives “never” respond to cold calls or email blasts. But lucky for us, social selling has taken the place of cold calling to help sales teams meet their quotas. In one recent study, it was proven that the sales reps who leverage social selling in their sales processes are 79% more like to hit their sales quota.
In case your sales team has not yet dived into social selling, it is high time to change the status quo, no matter how hardwired they are into traditional methods. And the reasons are quite apparent – by the team prospects reach to your sales team, they have already:
1: Researched about you, your products, and your service standards, as well as corresponding details about your competitors on search engines.
2: Gone through blog posts about the product or services.
3: Reached out to your peers in LinkedIn groups and other online communities about their feedback for you.
And that’s how by the time your prospects are ready to buy, they are themselves an information source. That’s where social selling comes in – your sales pros can insert themselves into this information-garnering stage.
Start by training your sales team and keep doing it. Even with killer content, your social selling journey has just begun. Using your sales team to deliver messages online via their social feeds is critical to generating traffic that fits your buyers’ personas. This isn’t as simple as giving them the content and telling them to share it. You need to provide them with tools to make it easy and continue to educate them on how to best deliver this content online.
Step 3: Measure
How will you know if your strategies are working the way they should if you don’t track them? And so, make it a habit of monitoring the results of your ongoing campaigns, daily, weekly, and even monthly. While that teaches you a lot, it also tells you that the direction that you thought is right is actually right or not.
Measurement gets a bad reputation for being just an ROI justification in the boardroom. It’s way more with social selling. Analysis tells you what content is working. What are potential clients clicking on, what are salespeople choosing to share? Questions like these help determine future campaigns and content creation in order to hone the effectiveness.
In a Nutshell
Simply put, the checklist majorly contains there important parameters: have a great strategy in place, train your sales team to follow it, and keep measuring your performance to improvise and grow. While this may not be as small a task as it may appear, the exercise will be simply worth it.
For any questions about how to perfect the social selling program that you may have, just know that social selling experts at Thought Horizon are just a click away!