In a growing social world, email marketing and cold calling your prospective customers has become outdated. If you want to successfully apply social selling tactics on social media in 2021 it takes more targeting, more engagement, and it takes consistent follow-up.
Your entire brand is online, but generating online traffic is tough.
Generating leads has traditionally been left up to yellow pages, billboards, cold email outreach, or even ranking keywords in Google search. This IS NOT the case anymore. Not only are these crowded and competitive, customers are also demanding more personalized sales.
Your social media account reflects your brand online. It is the most transparent way you can display your story and value. In order to target your ideal lead, you must start with the story your brand tells on social media.
If you reach out to an unqualified lead or worse, a qualified lead but a profile that doesn’t highlight the value you are selling, they will not care or respond. Period.
Selecting your “Dream 100” clients is a good practice that can keep you lean and honest in terms of the specific people that you want to connect with.
Social media selling is uniquely differentiated from email or cold calling as you have half of the world on social media who post and engage with specific hashtags, competitor usernames and bio keywords.
On average, social media messaging has an 18-25% response rate versus the 3% cold call/email response rate. With spam inching it’s way into sales calls and emails, use this to your advantage to get ahead of the curve and be intentional with your lead generation strategy.
Personalization is an absolute necessity to win clients and influence leads.
Automated message sending has gone way out of style with the increased usage and changing terms of conditions on social media. In order to get organic results, you have to organically engage. Go figure.
Social selling steps:
•Step 1: Check out your leads profile! Read their bio, check their recent posts, and understand their values. You can even look at who they follow to gain a deeper perspective on who they are.
•Step 2: Find common ground or shared interests with your prospect and engage in a way that shows that you have no agenda for your engagement other than showing an interest in that person.
•Step 3: Stand out with genuine engagement. Instead of saying “Nice post!” as a comment, try focusing on personalization. For example, “This post is compelling, I am struggling with the same thing. How are you coming up with solutions to improve how you handle this struggle?”
•Step 4: After a few days of warming the lead up with likes and valuable comments, you can send a direct message to see if they are a good fit for your offer. To stand out even more, instead of sending a simple text direct message, try sending an audio recording or a video message.
Measure their engagement to determine which ones are most likely to convert.
If you understand that manual engagement is the only way to effectively apply social media selling tips, you probably also know that it is time consuming and hard to track engagements and their effectiveness.
We built Social Cycle to help you automate the monotonous social selling tasks like tracking follow-ups, but allow you to personalize your engagements and follow up in a methodical way that keeps you efficient and consistent.
Regardless of if you use our product, a spreadsheet, Airtable, or something else, don’t downplay the importance of creating a systematic and efficient approach to tracking your leads and the engagements that you have made with them.
Social media is a noisy place. It takes more than a single touchpoint to stand out. Generally it takes more than 5 touch-points to get a response out of your prospect. With that being said, those touch-points do not all have to be direct messages.
Compared to email or cold calling, on social media you can condition prospects into recognizing you and learning more about you through micro engagements such as likes, comments, story replies, retweets, endorsements and more.
A simple ‘like’ on a post on Instagram or a ‘profile visit’ on LinkedIn constitutes a follow-up because your prospect will receive a notification with your name, face and a link to your profile reminding them that you engaged on their page.
These engagements live in our minds as a form of currency or validation. Over time, these engagements will trigger reciprocation from your prospects in the form of message responses and interest in you and your brand.
As you continue to build ‘relationship equity’ with prospects through your follow ups you will not only earn the right to pitch your product or service but your prospect will feel obligated to be interested.
Social media selling has been defined by transactional engagement and automated correspondence until now. Social media users have fallen to the mercy of the algorithm to dictate who sees their content and what engagements they make on social media.
Not any more. Our mission at Social Cycle is to help you take back control of your social media usage through intentional engagement geared towards helping you find and build relationships with those that are valuable to your life or your business.
Remember, you are one engagement away from changing your life.