Creating a killer social media strategy
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The document outlines a social selling strategy that emphasizes leveraging social networks to connect with prospects and drive sales. It discusses the effectiveness of social selling compared to traditional cold calling, identifies key pillars such as building trust and professional branding, and highlights the importance of collaboration between sales and marketing teams. It concludes with tips for optimizing social selling efforts, including tracking results and facilitating training for team members.
Creating a killer social media strategy
- 1. Creating a killer social selling strategy Jake Potter Global Social Media Manager
- 2. “Social selling is about leveraging your social network to find the right prospects, build trusted relationships, and ultimately, achieve your sales goals.” LinkedIn 2 What is social selling? Transforming online relationships into sales
- 3. 3 What are the reasons for social selling? Cold calling is dead Smart calling is here “Luke-warm calling”
- 4. 1. On average, people have a 2.1x increased click through rate 2. Content shared by “people” is seen as 3x more authentic than when it comes from a company 3. It builds salespeople’s reputation as a subject matter expert 4. Sharing content helps build brand awareness 4 What are the reasons for social selling? LinkedIn 2016
- 5. 5 In some industries, over 60% of revenue is influenced by social selling LinkedIn 2017
- 6. 6 The four pillars of social selling • How do you choose engaging content to share? • How do I gain my prospect’s trust on social? • When do you send a connection request? • How does your profile look? • Is your picture professional? Creating professional brand Connecting with prospects Engaging with prospects Building relationships
- 7. But this is about selling, how does it relate to marketing? Because social selling should be led by the marketing team
- 8. Marketers are strategic, for example, your marketing plan, so it’s important to put a strategy behind social selling Sellers can have an in-brand, consistent message You can create a synergised approach so social selling can be tracked (UTM links etc) Using relationships with marketing, you can accelerate the adoption rate Leveraging skills within digital marketing teams, you can create social media libraries Utilising other teams, you can host trainings Here’s why:
- 9. 9 Optimise Observe results Execute strategy Design framework Define KPIs Set objectives How do you create a social selling plan?
- 10. 10 My high-level strategy Training and optimisation Compelling content to share Measurement and recognition Social listening and social tools Extending their reach
- 11. Align your sales cycle with social selling Lead received •Check CRM •Research •Check suitability •Find contacts First call •Prepare for the call with as much knowledge you can find First meeting •Planning – are there any award wins, news, or Easter eggs that can help you prepare for the meeting •Speak to as many people as possible to learn more Nurture •Keep in contact with as many people from the business as possible •Position yourself as an expert Close •Stay in touch with contacts •Leverage opportunities Show this to your team
- 12. Make it easy – salespeople are juggling between multiple systems, deals that they’re working on, and targets they need to hit. Leverage team relationships – work with other teams to create the best framework Share your KPI – let everyone know what you aim to get out of social selling, to create one goal Track your results from the beginning – it’ll be easier to optimise, and removes any added complications later on Create a library – allow salespeople to copy and paste posts into their social channels Train everyone – increase adoption by training as many people as possible Top tips for Social Selling strategy:
- 13. Closing point: Social selling won’t work overnight
- 14. Thank you