Best Practices for Sales on Social Media

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Social media is a great tool for marketers, it increases client engagement and encourages a positive brand image.

However having salespeople on social media  can become “creepy”. Check out these statistics from HubSpot’s research, “Is Social Selling Creepy?”:

  • 64% of people said that receiving a request to connect with a generic direct message on LinkedIn from a salesperson would be creepy.
  • But 60% said that receiving a request to connect with a personalised message on LinkedIn would not be creepy.

When used correctly social media can be a great tool for sales teams.

How should you approach social media selling?

Do use social media for:
? Prospecting
? Researching
? Analysis
? Networking
? Don’t EVER use social media to contact (direct message) a prospect/ client about a product or a deal. If you are approached by a prospect or client about this politely respond by directing them to your work email or office phone number.

How salespeople use social media as a business tool:

Seismic’s CSO Insights 2016 Sales Enablement Optimization Study discovered how salespeople use social media as a tool for social selling.

  • Lead development 68.9%
  • Account research 64.9%
  • Call preparation 60.3%
  • Contact/ stake holder research 54.6%
  • Awareness building 50.3%
  • Building own social brand 41.4%
  • Content curation 24.5%
  • Competitive analysis 16.9%

social selling infographic
Less than half of active sales social media users used their profile to build their own brand. However, having a social brand helps keep the “social” in social selling.

How to build your social selling profile:

Tips for building your social media profile:

  • Chose an appropriate profile picture.
  • Write an interesting bio (remember to mention your company but also hobbies and interests).
  • Remember that bios are platform specific! For example Twitter requires less information than LinkedIn and is less formal.
  • Post regularly!

Find out how to optimise you LinkedIn profile here.
Useful and educational content will attract leads. Share:

  • Content directly from the company blog and knowledge centre. (Re-post/retweet/share from company social accounts.)
  • Company social activities (if suitable for the platform- i.e. Twitter/ Instagram)
  • Content and news about the industry from reliable sources.
  • Posts which are calls to action, such asking questions. This will drive engagement.
  • About a hobby or interest, you have outside of work.

Engaging on social media:
3 Rs of social sellingReact to your community and prospects: like, share and comment on their posts (don’t forget they will post call to actions too) and respond to the latest industry hot topics.
Reply to any comments or engagements you get on your profiles, for example retweet mentions on Twitter.
Respect your followers: share useful content, thank new followers/ top engagers and don’t constantly push product.

Tools to help run your social media:

You could use a social media automation service to ensure that you are posting regularly and to monitor your social success:
Schedule your posts across multiple social accounts (Twitter, Facebook, LinkedIn and more). You can even optimise your posting times.
Like Buffer you can manage multiple social accounts. What it has that Buffer lacks, which is great for financial services, is security and compliance features.
This B2B social media automation tool, rFactr’s SocialPort, optimises what content to share when and comes with compliance features and you can integrate with your CRM.

Social selling tools:

LinkedIn Sales Navigator
With 84% of salespeople citing LinkedIn as a platform they use for social selling it comes as no surprise that LinkedIn has its own sales solution.
This helps you find prospect emails. With their browser extension you simply highlight a name and it attempts to find an email address, you can then export your new found prospects into your CRM.
Like Datanyze, KiteDesk’s browser extension finds emails and exports them into your CRM.
This prospecting tool also integrates with your CRM. It finds prospects which fit your “buyer persona” by your monitoring keyword performance.
Stay tuned for our webinar on LinkedIn for Investment Professionals!

katie smart

katie smart