Social Selling Workshop
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This presentation was created to help Sales Professionals learn how to leverage social media as a sales tool.
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Social Selling Workshop
- 1. Social Selling: Increase sales using blogs and social networks
- 2. Buyers habits have changed. Cold Calling is time-consuming, costly, and ineffective. Therefore, the way we sell must also change. Social Selling is the new way to prospect.
- 3. Overview • What are social networks? • And why should you be using them? • An introduction to Social Selling • Building your networks – • LinkedIn, Facebook, Twitter, Google+ • Tools, tips and tricks
- 4. What are social networks? Social networks are dedicated websites that enable users to communicate with each other by posting information, comments, messages, images, etc.
- 5. And why should you be using them? Social networks help extend the reach of your content, network, and prospect lists. As a sales tool, social networks allow you to find and engage prospects by sharing valuable information and thought leadership to establish your credibility. Social Networks keep you top of mind.
- 6. What Social Selling IS… According to HubSpot, Social Selling is best defined as the use of social media by sales people to interact directly with their prospects. Salespeople nurture top-of-funnel leads through engagement. By establishing thought leadership, answering prospect questions, and offering thoughtful content, sales people move the prospect through the funnel until they are ready to begin the purchase process.
- 7. What Social Selling Is NOT 1. Social Selling is NOT outsourcing to marketing. 2. Social Selling is NOT duplicating content. 3. Social Selling is NOT a one and done thing. 4. Social Selling is NOT about selling. 5. Social Selling is NOT all about you.
- 8. The Art of Social Selling
- 9. Survey says… A study done by social selling expert, John Keenan, found that 78.6% of sales people using social media to sell out performed those who weren’t using social media. http://www.forbes.com/sites/markfidelman/2013/05/19/study-78-of-salespeople-using-social-media-outsell-their-peers/ Additionally, 23% exceeded their quotas more often than non-social media users.
- 10. How to be a Super Social Salesperson! A few important points to remember when Social Selling: 1. Be social! People buy from people they like and trust. 2. Build rapport. Establish trust by listening, sharing, and educating the prospect. 3. DO NOT ATTEMPT TO HARD SELL! These prospects are generally in the top of the funnel and are still in the discovery phase of the Buyer’s Journey. 4. Be a trusted advisor. Focus on building your brand as a thought leader in your space.
- 11. The Buyer’s Journey As mentioned earlier, most Social Selling prospects are at the top of the funnel. This means they need to be nurtured until they are sales-ready. Remember the 70/20/10 rule. Spend 70% of your time educating, 20% socializing and 10% selling. Educate 70% Socialize 20% Sell 10%
- 12. Content Mapping Different types of content work better at different stages of the Buyers Journey. Awareness (10,000 ft. view) Consideration (Aspects of a problem) Decision (Specific Solution) Educate on the NATURE of a problem • Analyst Reports • Whitepapers • Educational Content Educate on the SPECIFICS of a problem • Guides and How-tos • Videos • Comparisons Educate on the SOLUTION of a problem • Case Studies • Trials/Demos • Product literature
- 13. Joining the conversation To communicate with prospects, you need to know what they are talking about. Identify topics a. Research keywords (Google Trends, KW Finder) b. Search internet forums (User Groups, Quora) c. Read industry news and reports (Photizo Group, IDC, Gartner, Forrester) d. Prospect’s goals and challenges (streamline operations, reduce costs, cloud computing)
- 15. Social Selling for LinkedIn LinkedIn allows users to build their professional identities and discover professional opportunities, business deals and new ventures - as well as get news, inspiration, and insights. 1. Ways to find prospects (If you can’t find a decision maker, then connect with someone who can provide you with insight to the company and pains) 1. Advanced Search 2. Connections of Connections 3. User Groups 4. Company Pages 2. List Segmentation 1. Tagging, notes and reminders 3. Ways to Connect 1. Directly (send them a connection request or inmail) 2. Indirectly (join a group or follow the company page they belong to 4. Ways to engage 1. Directly (send them a message) 2. Indirectly (post in a group – ask a question, share a blog, respond to a question
- 16. Social Selling for Facebook Facebook allows users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues. 1. Ways to find prospects 1. Friend Finder 2. Friends of Friends 3. Groups 4. Company Pages 2. Create Interest Lists 3. Ways to Connect 1. Directly (send them a message - will go into “other” mailbox unless you are friends) 2. Indirectly (join a group or follow a page they follow) 4. Ways to engage 1. Directly (send them a message - will go into “other” mailbox unless you are friends) 2. Indirectly (post in a group/page – ask a question, share a post, respond to a question)
- 17. Social Selling for Twitter Twitter enables users to share thoughts, news, and information in 140-characters or less. Tweets can be viewed by anyone and users “follow” each other to keep tabs on their posts. 1. Ways to find prospects 1. #Trends 2. Search 3. Company Pages 2. Create Segmented Lists 3. Ways to Connect and engage 1. DM – Direct message (generally not suggested for Twitter) 2. On their Twitter feed with strategic hashtags for all the Twitterverse to see.
- 18. Rules of Engagement Before actively engaging prospects, do your homework so you know the best way to connect with the company or individual. Research the business to learn: • Company size, revenue • What they sell • Who they sell to • Company news • Are they hiring? • Upcoming events Research the prospect to learn: • Shared contacts • Shared groups • Shared interests • What social networks are they on?
- 19. Extend your reach Sharing content is one of the best ways to extend your reach. • Share content to user groups, forums, communities, pages, discussion boards, etc. to extend your online visibility and build your personal brand. • Be careful that what you are sharing is relevant and valuable to the group you are sharing with. • Include a personal message when you share your post. • Always link back to the original article • Never duplicate content
- 20. #Winning with Content The more shares, link-backs and touches generated for each piece of content you’ve shared - the further you extend your reach, build your online web presence, and establish yourself as an industry expert.
- 21. Posting Frequency According to Buffer, these are the ideal posting frequencies per social network: • LinkedIn: 20 posts per month (no weekends) • Facebook: 5-10 posts per week • Google+: 2 times per day (no weekends) • Twitter: 14 times per day (never more than once per hour) It only takes 18 minutes for a tweet to be “over the hill”. The most engagement will be within the first 5 minutes.
- 22. Handy tools to help you! • Scoop.it: Discover, curate and publish content to gain visibility. • Tweetdeck or HootSuite: Social media dashboard application for managing Twitter accounts. • Bit.ly: Link shortening service that allows you to easily save and share your links, as well as track link engagement.
- 23. More tools to help! Horizons > Departments > Marketing > Social Selling • 42 LinkedIn Inside Sales Tips • Cold Calling is Dead Thanks to LinkedIn • How to get 1000+ Followers on Twitter (See handout!) • How to Increase LinkedIn Profile Views by Optimizing your Profile • Social Selling 2015 – Infographic
- 24. Questions?
Editor's Notes
- What are social networks? And why should you be using them? An introduction to Social Selling Building your networks – LinkedIn, Facebook, Twitter, Google+ Tools, tips and tricks
- Social networks are dedicated websites that enable users to communicate with each other by posting information, comments, messages, images, etc. Today we will be looking specifically at the big 4 for b2b: LinkedIn (300 million users) Facebook (1.3 Billion users) Twitter (645 million users) and Google+ (300 million users)
- Social networks help extend the reach of your content, network, and prospect lists. As a sales tool, social networks allow you to find and engage prospects by sharing valuable information and thought leadership to establish your credibility. Social Networks keep you top of mind.
- According to HubSpot, Social Selling is best defined as the use of social media by sales people to interact directly with their prospects. Salespeople nurture top-of-funnel leads through engagement. By establishing thought leadership, answering prospect questions, and offering thoughtful content, sales people move the prospect through the funnel until they are ready to begin the purchase process.
- Social Selling is NOT outsourcing to marketing. Marketing provides content to connect prospects to the company. Social selling is a personal connection between the prospect and salesperson. Social Selling is NOT duplicating content. Don’t just repost information that is out there, add a personal message to make it more authentic. Social Selling is NOT a one and done thing. Salespeople must commit to using social media as a method of continuous engagement for it to be effective. Social Selling is NOT about selling. It’s not about pitching to prospects, it’s about building and nurturing relationships. Do not spam prospects with cold calls, it doesn’t work that way. Social Selling is NOT all about you. Listen to your prospects, learn about them and engage with them by providing valuable information.
- A study done by social selling expert, John Keenan, found that 78.6% of sales people using social media to sell out performed those who weren’t using social media. Additionally, 23% exceeded their quotas more often than non-social media users.
- A few important points to remember when Social Selling: Be social! People buy from people they like and trust. Build rapport. Establish trust by listening, sharing, and educating the prospect. DO NOT ATTEMPT TO HARD SELL! These prospects are generally in the top of the funnel and are still in the discovery phase of the Buyers Journey. Be a trusted advisor. Focus on building your brand as a thought leader in your space.
- As mentioned earlier, most Social Selling prospects are at the top of the funnel. This means they need to be nurtured until they are sales-ready. Remember the 70/20/10 rule. Spend 70% of your time educating, 20% socializing and 10% selling.
- Different types of content work better at different stages of the Buyers Journey. Educate on the nature of a problem Awareness (10,000 ft. view) Analyst Reports Whitepapers Educational Content Educate on the specifics of a problem Consideration (Aspects of a problem) Guides and How-tos Videos Comparisons Educate on the solution of a problem Decision (Specific Solution) Case Studies Trials/Demos Product literature
- To communicate with prospects, you need to know what they are talking about. What keywords are users using to find out about our services and solutions? Next, we are going to identify key words people are looking for online. i.e. "cloud" "managed services" "disaster recovery" Keep in mind the different versions of key words (cloud services, cloud computing, cloud storage) ACTIVITY – Keyword Finder 5 min: Go to Google Trends to find keywords for solutions: Managed Print Services or Print Services Printers vs. Copiers vs. MFPs Managed Network Services vs. Managed IT Services vs. Technology Services Disaster Recovery or Business Continuity, how about RPT or RTO? Cloud computing vs. Cloud storage vs. Hybrid Cloud Document Management vs. Content Management Microsoft Dynamics vs. Dynamics GP 5 min: Go to KW finder: Write long-tail phrases that prospects may be looking for on the web Ways to improve efficiencies (lean manufacturing) How to reduce expenses (cost reduction) How to increase cash flow What is ERP What is a responsive website? 5 min: Check out Gartner to find out industry news Trending topics: Big Data, Mobile Computing, Information Security, Cloud Search – “printing” for free research Goals and Challenges These can be determined from sales conversations you’ve had, part of long tail phrase searches, or determined by industry research
- Now that we’ve uncovered some keywords to help you build your networks, we are ready to begin prospecting! GIVE THEM TIME TO SIGN UP OR LOG IN TO SOCIAL NETWORKS
- LinkedIn allows users to build their professional identities and discover professional opportunities, business deals and new ventures - as well as get news, inspiration, and insights. ACTIVITY Ways to find prospects (If you can’t find a decision maker, then connect with someone who can provide you with insight to the company and pains) Advanced Search Connections of Connections User Groups Company Pages List Segmentation Tagging, notes and reminders Ways to Connect Directly (send them a connection request or inmail) Indirectly (join a group or follow the company page they belong to Ways to engage Directly (send them a message) Indirectly (post in a group – ask a question, share a blog, respond to a question
- Facebook allows users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues. ACTIVITY Ways to find prospects Friend Finder Friends of Friends Groups Company Pages Create Interest Lists Ways to Connect Directly (send them a message - will go into “other” mailbox unless you are friends) Indirectly (join a group or follow a page they follow) Ways to engage Directly (send them a message - will go into “other” mailbox unless you are friends) Indirectly (post in a group/page – ask a question, share a post, respond to a question)
- Twitter enables users to share thoughts, news, and information in 140-characters or less. Tweets can be viewed by anyone and users “follow” each other to keep tabs on their posts. ACTIVITY Ways to find prospects #Trends Search Company Pages Create Segmented Lists Ways to Connect and engage DM – Direct message (generally not suggested for Twitter) On their Twitter feed with strategic hashtags for all the twitterverse to see.
- Before actively engaging prospects, do your homework so you know the best way to connect with the company or individual. Research the prospect to learn: Shared contacts Shared groups Shared interests What social networks are they on? Research the business to learn: Company size, revenue What they sell Who they sell to Company news Are they hiring? Upcoming events This information will give you better insight on where the contact may is in the buyer’s journey, as well as provide talking points you can use when engaging them.
- Now that you’ve created content and established yourself on social networks, it’s time to extend your reach. Share your content on your social networks. This can be done by copying the URL directly from the corporate blog and pasting it into a social network post; or, you can share the post from the corporate social networks by "liking" and "sharing" it on Facebook and LinkedIn or "favoriting" and "retweeting" it on Twitter. When you share your blog post – whether directly or via the corporate social sites – be sure to add a personal message before sharing. Something as simple as, "Check out my recent blog post on TOPIC," then adding a brief summary of what the reader can expect to read about, would work. Another way you can socialize your blog is by posting it to user groups you belong to or pages you follow. Just be careful that, when you share, it does not come off as "spammy". Link to your content when it is relevant to the group or provides them with valuable information/insight. Again, be sure to include a personal message when you share your post. LinkedIn has recently introduced "publishing for everyone" platform. Essentially, it is a blog within your LinkedIn profile. This is a great opportunity for professionals to create content that helps establish thought leadership and build online influence. Additionally, the platform is open to all members – so it helps expand your reach within the LinkedIn community. Content creators need to be wary of posting duplicate content. Duplicate content is defined by Google as: "substantive blocks of content within or across domains that either completely match other content or are appreciably similar." Posting duplicate content can negatively affect the corporate blog because The content posted will appear "unoriginal" to Google – causing the search engine to move our website pages lower in the SERPs. The corporate website URL does not have the web presence to compete with higher ranked URL's such as LinkedIn Repurposing content is not altering one piece of content just enough to "fool" Google. Just because Google's algorithm is tricked, doesn't mean readers will be. Duplicate content can also detract from your credibility. Repurposed content needs to be insightful and lend additional value to the original piece.
- The more shares, link-backs and touches generated for each piece of content you’ve shared - the further you extend your reach, build your online web presence, and establish yourself as an industry expert.
- How often should I be posting to social media? According to Buffer, these are the ideal posting frequencies per social network: LinkedIn: 20 posts per month (no weekends) Facebook: 5-10 posts per week Google+: 2 times per day (no weekends) Twitter: 14 times per day (never more than once per hour) It only takes 18 minutes for a tweet to be “over the hill”. The most engagement will be within the first 5 minutes.
- Scoop.it: Discover, curate and publish content to gain visibility. Tweetdeck: Social media dashboard application for managing Twitter accounts. Bit.ly: Link shortening service that allows you to easily save and share your links, as well as track link engagement.
- Horizons > Departments > Marketing > Social Selling 42 LinkedIn Inside Sales Tips Cold Calling is Dead Thanks to LinkedIn How to get 1000+ Followers on Twitter (See handout!) How to Increase LinkedIn Profile Views by Optimizing your Profile Social Selling 2015 – Infographic
- All right – that about sums it up. Any questions?