社交媒体从2000年代中期的Myspace时代已经走了很长一段路。

Download 37 Tips for Social Selling on LinkedIn

Platforms that were once used to simply share photographs and keep in touch with contacts are now a major part of our daily lives, with the average adult spending nearlytwo and a half hours per day在社交媒体上。

These apps are also an integral part of how modern companies do business. In 2020,91% of retail businesses在两个或多个社交媒体平台上积极存在。

According to Adweek, 91% of retail businesses are active on two or more social media platforms

Even if you aren’t a seasoned social media manager, you are probably more social media savvy than you think. While your marketing team does a great job maintaining your brand’s overall presence on social, implementing social media into your sales strategy can lead to impressive results.

And when I say using social media to drive sales, I don’t mean sliding into people’s DM’s asking for the sale. Implement the tactics below instead.

Social Media and Sales

使用社交媒体进行品牌建设只是冰山一角 - 社交媒体是推动销售的宝贵工具。

Here are eight ways to integrate social media into your sales strategy to drive revenue.

1.为您的理想客户确定最常用的平台。

作为销售专业人士,您应该拥有一个理想的客户资料。此个人资料应阐明有关您的买家角色是谁的关键信息。对于B2B公司而言,这可以包括将从您的产品中受益的公司规模,他们带来了多少收入以及其组织结构。bob全站app

For companies that sell to consumers, your ideal customer profile should include information such as how old your buyers are, what their interests are, and what problem they are turning to your product to solve.

Once you have your ideal customer profile laid out, use this information to determine what social media platforms they are most likely to be active on. For example, if you work for a B2C company and are targeting Generation X and Millennial consumers, you would be better served to focus your efforts on Facebook than Tik Tok. Conversely, if you sell B2B and are looking to gain direct access to seasoned professionals, LinkedIn may be a more productive platform to focus on than Pinterest.

In addition to understanding what platforms are frequently used by your ideal customer, take time to understandhowyour customer is using these platforms. For example, if your customers prefer natural-looking user-generated content, then you will most likely find them on Instagram because that is where that type of content performs best. Or if your audience prefers searchable instructional content, they may spend more time on YouTube.

This information will provide valuable insight on where you should focus your energy to best connect with and serve your audience as you implement social media into your sales strategy.

2.与营销分享客户故事。

当需要购买新产品时,买家对他们的决定感到更加自信,因为他们知道该产品已获得另一个买家的认可。实际上,83% of buyers说口碑建议会影响他们的购买决策。

According to PR Daily, 83% of buyers are influenced by word-of-mouth recommendations

将口碑方法纳入您的销售策略的最佳方法?通过分享客户的故事,您的潜在客户可能与之相关。作为销售代表,您在分享客户的故事中起着不可或缺的作用。尽管您的营销团队通常负责为公司的社交媒体渠道创建内容,但您与潜在客户和客户的频繁沟通也可以提供有价值的内容。bob全站app

Make sure you are regularly sharing the stories of happy customers with your marketing team for amplification on your company’s social media platforms to provide social proof that can help drive sales for your business.

3. Leverage social proof in your sales materials.

In addition to sharing customer stories with marketing, don’t forget to include social proof in your sales materials. If you receive a stellar online review or have a happy customer create an appreciative social media post praising your product, reference them in your sales pitches to build trust and credibility with potential customers.

4.优化您的个人社交媒体帐户。

你公司的账bob全站app户并不是唯一的接触点s your brand can have with a customer on social media — your personal accounts can serve as a personable extension of your company’s brand. As a sales rep, you can optimize your own social media accounts to support your selling efforts. This way, buyers can quickly see you’re a representative of your brand as soon as they see your profile.

The two platforms that are best for this are Twitter (where consumers often go to communicate directly with brands and thought-leaders) and LinkedIn.查看这篇文章for tips on optimizing your personal accounts for selling.

5. Use social media when prospecting.

Social media can be a powerful tool for prospecting and connecting with new contacts, especially for those working in B2B sales. If your company sells to other businesses,LinkedIn应该是勘探过程中的关键工具。

LinkedIn allows you to find and build relationships with potential customers that are a perfect fit for your business. The free version of the tool has a search feature that allows you to filter users by keywords, industry, location, work history, and mutual connections. You can simply tailor your search to include the attributes of your ideal customer to find new contacts to reach out to.

For reps ready to take their LinkedIn prospecting to the next level,LinkedIn Sales Navigatorprovides advanced search insights, provides valuable lead recommendations, and can even connect with your CRM, making it easy to stay in touch with new contacts.

6. Track relevant metrics.

As a sales professional, you’re no stranger totracking metrics例如销售周期的平均长度,管道速度以及平均潜在客户响应时间,以了解您的业务表现方式。而且,如果您还没有,那么该在定期报告中包括社交媒体指标了。

How many of your leads come in from social media? Of your social media leads, how many of them convert? What percentage of your total sales come from social media leads? This information is helpful to track to understand how to continue integrating social in your sales strategy.

除了这些定量数据外,您可能还需要考虑跟踪一些定性信息。例如,如果特定的社交媒体帖子导致大量潜在客户最终转换,请注意这是什么类型的帖子,并试图理解是什么使该内容如此成功。这可以告知您的策略前进。

7. Add social listening to your operating rhythm.

If you could be granted the superpower of reading your customer’s minds, would you take it? Though I can’t give you that superpower, I can attest to the power ofsocial listening,这可以帮助您了解客户的方式真的感受您的产品和公司。bob全站app然后,您可以使用找到的信息来告知您的销售策略,以更好地满足客户需求和疑虑。

您可以将社交聆听纳入常规的操作节奏:以下几种方法:

  • Search for your company or product name on Twitter to see what users are saying even if they don’t directly @ your company. You can also do this with competitors to see what consumers are saying about similar brands.
  • 使用工具等HubSpot Social Inboxto see all of your company’s brand mentions across platforms in one place.
  • 关注您感兴趣的公司和个人的LinkedIn更新。每当在平台上的媒体或其他地方提到它们时,您都会收到通知。
  • 扫描您公司的帖子,竞争对手以及任何有影响力的营销帖子的评论部分,这些帖子促进了您或您的竞争bob全站app对手产品。

8. Conduct competitive analysis.

我在上面提到了这一点 - 社交媒体是进行竞争分析的强大工具。您不仅可以看到竞争对手共享的内容以与他们的受众互动,宣布新产品掉落并促进他们当前的产品阵容,而且您还可以访问评论和评论,以了解他们的客户对产品的真正感受。

Whether their audience is living positive or constructive feedback for their product, reviewing this information on a regular basis can help you distinguish the differentiators of your company and offering in the words of customers looking for those attributes. Spending time reviewing the content shared by your competitors on blogs and social is a value-added activity that can provide useful insights into the competitive landscape of your industry.

Additionally, if you work in B2B sales, performing a competitive analysis of your ideal customer’s competitors is also worthwhile. By knowing what your prospect is up against in their industry, you are better equipped to walk into a sales conversation knowing exactly how your product can suit their needs and support the growth of their business.

Though the job of social media management often falls under the responsibility of marketing, social media platforms are incredibly valuable for sales professionals to use and understand as well. Check out this post for社交销售技巧you can implement today.

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Originally published Feb 24, 2020 8:30:00 AM, updated February 24 2020

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