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Social selling is a proven strategy. 90% of top-performing companies use it to engage prospects and generate leads.
It may be easy to connect with people online, but it takes an artful approach to engage in a manner that converts connections into leads and leads into sales. Organizations must also have metrics to measure their success to ensure success with social selling.
The Social Selling Index, available on LinkedIn, can be used to measure performance. However, this only measures one platform’s effectiveness. The metrics from one platform only tell you a little about the metrics on another.
A broader approach is needed to assess the success of social selling. Leaders need to plan social selling strategically. They should have metrics for measuring achievements and be ready to adapt strategies that aren’t working.
Social Network Growth
Growing a social network has some benefits. It’s about more than the channel size and how you communicate with and influence the right prospects.
First, social media has a greater reach. This increases the likelihood of viral content. Content that people are willing to share with their colleagues can help a company reach a wider audience and improve its professional reputation. Second, it’s a numbers game. The more people you contact with your salespeople, the higher the chances of connecting.
More than 70 % of sales professionals use social selling tools like LinkedIn, Twitter, and Facebook. Salespeople with excellent social selling skills will be 51% more likely than others to achieve their goals. Social networks are a great way to strengthen existing business relationships and generate new sales leads.
Social CRM is a new activity
To use social media effectively, sellers must ensure that all activities are recorded. CRM systems that include a field for social networks will show where the leads come from and how they are affected by social media. CRM can track how frequently a sales team contacts customers and schedule follow-up activities.
A CRM can help you keep track of your leads, a measure in which leads convert into customers and gain insight into how and where customers prefer to be contacted. By monitoring and tracking leads in the CRM, for example, sellers can determine that a prospect has a higher activity level on Twitter and is more responsive to videos on YouTube. Social selling is a more effective way to engage customers, and this level of insight allows you to benchmark and track social media communications with standard tools across the organization.
Leaders who want to know social selling results can use a CRM report to identify which networks are successful. They can then determine what activities to implement to maximize the benefits and eliminate or revise the ones that do not.
Account-Based Management
Over 90 percent of marketers think that account-based (ABM) marketing is critical to aligning marketing and sales. ABM is fast becoming the B2B marketing strategy of choice. Its adoption in organizations is increasing as ABM focuses on attracting, engaging, and converting the highest-value accounts.
Leaders can measure engagement in ABM campaigns to see how effective they are and what content drives engagement. ABM monitoring allows businesses to track the success of campaigns and adjust accordingly. Metrics include
Coverage Percentage of Key Names in Target Accounts that You Have Permission To Market To and Percentage of Target Account Identified in the Target Segment
Engagement – Time spent interacting with marketing activities and the time spent responding (e.g., Downloads, click-through rates, page visits
Influence: Measuring the sales cycle length against ABM Spend
Revenue and- Correlate revenue to ABM activities for target accounts
ABM-targeted and measurable strategies help businesses target specific consumers and deliver content to them that they will be more likely to engage. It allows for business and consumer communication and helps convert potential leads into new customers.
You can also find out more about the content on this page
Relevant content is a great way to nurture and connect with prospects. To determine what resonates, sellers should track engagement in content, such as likes, comments, and shares. The marketing department can then use this information to produce more content of this type.
By measuring engagement, businesses can ensure that the content they create works for them.
It’s not just about clicking and liking. Leaders must ensure that content and engagement have a quality score that reflects their organization’s mission and message. While a cat meme may go viral, it is only relevant for potential leads if they are in the pet food industry.
Understanding what content is effective allows businesses to focus their social selling efforts on channels and content that generate leads rather than relying on platforms for reasons less tangible.
Socializing real life
Online connections are great, but sellers must pick up the telephone to convert them into sales.
It is essential to track the number of social media contacts resulting in a telephone or face-to-face encounter. This will help you measure your success. Social networks can be a great way to get people to visit your business, but converting them into sales requires a personal touch. This means providing the consumer with more information and offering solutions to their issues.
People still do business with others, and building a relationship with your clients is as important today as it was before social media. Positive interactions in real life can generate positive engagement on social media. Social media can also magnify the adverse effects that poor customer service has on potential customers. Therefore, all staff should be professional when dealing with them.
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