These days, it's all about social media. Whether you use it for socializing, event-planning or simply sharing photos of the amazing meal you've just prepared, platforms like Facebook, Twitter and Instagram have got us all hooked.
And when it comes to your approach to sales, social media is a hot spot that shouldn't be ignored. It's no secret that social sales is great for business.
In a recent survey, companies that had adopted social selling reported a 61% increase in overall revenue.
Selling in conjunction with a social platform allows you to hone in on the right ‘decision-makers’ and aim for bigger and better deals. Your audience is just one click away and it's never been so easy to reach out to them.
But how do you get their attention and keep them interested over a long period of time?
And how do you convert this into a sale?
Here are some daily habits you can adopt to achieve great social-selling results.
Schedule Thoughtful Contributions - Don't Spam
It's all about quality, not quantity. 89% of prospective buyers will click away if you don't demonstrate a depth of valuable knowledge, so substance is everything.
When posting onto any social media site, the emphasis should be on giving your readers a new and intelligent insight, whether it be directly related to your company or not. This shows that you have expertise that are worth listening to.
Professional trainer at SAP Academy of Sales, Frederic Page, suggests using an app such as Pocket to save interesting articles, blog posts or statistical information that you read while commuting. That way, you can schedule meaningful, contributory tweets or Facebook posts on a semi-regular basis based on the interests of your followers and prospective clients. This will, in turn, translate into an increase in followers and general dialogue.
Spend 30 Minutes A Day Interacting
Scheduling posts via an automated service is convenient for busy salespeople with full time jobs. But social media is about more than just self-promoting, and automated services won't necessarily do you any favours. Practising some ‘social selling karma’ means putting aside a pocket of time each morning or evening to retweet, direct message or reply to comments in a way that makes your followers feel engaged with as individuals. Social seller Jill Rowley advises that automated social posts that are set up for the same time each morning look artificial and insincere, so it's best to regularly contribute in a real-time way.
Check In With LinkedIn Sales Navigator Daily
Handy tools like the Linkedin Sales Navigator can help with B2B lead generation based on your individual preferences. B2B solutions often require a lengthy sales cycle and lots of touches. By checking in daily, you will be able to stay on top of the game and discover opportunities to interact as they emerge.
Real Estate agency JLL reported that by using Sales Navigator, they're 57% better at finding the right decision makers. Similarly, NBA franchise Sacramento Kings have started landing larger sales, purely through integrating Sales Navigator into their daily routine. For convenience, you can use this as an app on your phone and browse while commuting.
Don’t Become Lazy
Connecting with a high profile prospective client on LinkedIn, or receiving a follow back on Twitter from a customer you'd love to add to your portfolio, can give you a false sense of achievement. You may think that sending them a direct message pitch will be enough to spark their interest and close the deal all in one glorious click of the mouse. In actual fact, there's a good chance they may not even read your message, let alone engage. Kevin Thomas Tully, CEO of KTT Marketing Solutions, advises that social media is a conversation, not an opportunity to reel off endless sales pitches.
You need to approach these clients in the same way you would offline – research their business, invest in communication and try to obtain a phone number or personal email address before trying to sell them a thing.
Social selling is clearly advantageous for any company, large or small, but doesn't need to become complicated. By scheduling a small part of your day to incorporate a set amount of social integration, your online identity will organically develop and your business will reap the inevitable benefits.
About the Author: Matthew Murray is the Managing Director of Notable, a b2b lead generation firm in Singapore. Notable helps companies connect with prospective clients looking for their services.