Tag: marketing strategy

Late

Social selling is about utilizing your social network to find valuable prospects and establish trusted relationships to achieve sales goals. This method eliminates the need for cold calling by building rapport and confidence through connections on social media platforms.

The following are the four key steps to leveraging social selling and adopting them into your organization’s sales and marketing strategies.

1. Create a Professional Brand

B2B buyers are understandably careful with who they do business with and will only work with sellers they can trust. A strong professional brand proves you are relevant in your industry which will result to more inquiries from quality leads.

Complete your profile 100% with a professional profile picture, headline, summary, and experience. Keep the customer in mind and publishing meaningful and relevant content that identifies you as a thought leader.

According to LinkedIn, 81% of buyers are more likely to engage with a strong professional brand while 92% of B2B buyers engage with sales professionals if they are known industry thought leaders.

2. Focus On The Right Prospects

Social selling allows you to search and connect with prospects more effectively than traditional methods. Through LinkedIn, over 76% of buyers feel ready to have a social media conversation and classifying prospects through established criteria such as role, function, and industry.

Sales reps who exceed quota on LinkedIn with their prospects 39% more than other sales professionals. And LinkedIn revealed that sales reps who viewed the profiles of at least ten people at each of their accounts were 69% more likely to exceed quota.

Salespeople should distinguish who the decision makers are who have purchasing power.
LinkedIn is a powerful tool to search and target the right prospects. Even at the 2nd degree, cold outreaches can be transformed into warm introductions by finding commonalities. 73% of B2B buyers prefer sales professionals who have been referred by someone they know.

3. Engage with Insights

Positioning yourself as an industry expert by sharing relevant industry content and commenting on prospect’s published content allows you to optimize your professional brand. Share meaningful and relevant resources so that you can become a trusted source.

Stay up-to-date on the latest news on your industry. Leave constructive comments on content published by your prospects so that you can engage in insightful discussions. Over 62% of B2B buyers respond to salespersons that connect with relevant insights and opportunities.

Nearly 64% of B2B buyers report that they appreciate hearing from a salesperson who provides knowledge or insight about their business. And you are 70% more likely to get an appointment or an unexpected sale if you are a member in LinkedIn Groups.

4. Build Trusted Relationships

Establish trust with prospects by sharing your perspectives and providing meaningful information that focuses on the problems the prospect faces within their business. Cover the needs of the prospect first without overselling.

Focus your attention on genuine interactions. Building relationships can take time and developing them is similar to how people connected with one another before social media. It was about engaging at appropriate times and providing relevant information and solutions to the prospect’s business pain points.

Do you plan to start leveraging social selling in your organization and feel you need more information on how to start? I’m Pam Swingley, founder of Savvy. Our marketing services help B2B technology companies succeed. We connect product marketers to customers for market validation. Fill sales pipelines with qualified leads. And, supercharge anemic social media accounts. Results are backed by decades of tech marketing success with Fortune 1000 companies (ADP and Oracle), startups, and mid-sized software firms. Say hello to savvy marketing.

www.savvyinternetmarketing.com.

bREAKFAST

With more and more companies hiring marketing agencies to complement their in-house sales and marketing teams to perform specialty skills that their existing team is not equipped to do, it is easy to pass the accountability to the agency and feel you can back off.

However, a good marketing agency doesn’t just work for you, but with you. If you’ve hired a marketing agency and they don’t make an effort to get detailed information on your products, services, customers and history, then your collaboration is bound to fail. Here are three things that your agency should be asking you about your business:

 

  1. Your Goals

If you’ve given your marketing agency the vague response of wanting “more customers” as your company goal and they don’t press you to be more specific, they may treat your organization with similar ambiguity. They are likely to apply the same default marketing strategy on your business as they may have with their many other clients.

A good marketing agency will be a strategic partner. They should probe you about your organization, goals, customers and perspective. They will ask you about your past marketing tactics, including SEO, email, and inbound. A marketing agency that is eager to meet your needs will gather as much information about your current strategies and future goals to come up with a marketing plan tailored to your organization.

 

  1. Your Brand and Buyers

If your marketing agency does not ask distinct questions about your brand and your buyers, then how can they differentiate your product from others in the same market? Here are some of the things a good agency or marketing consultant will ask about:

* Your buyers problems and how you address them.
* Your buyer persona, demographics, preferences, purchasing behavior.
* What makes your software unique from your competitors.
* How many customers you have, and how they feel about you.
* How you sell, the buying cycle, and who influences and decides.
* Product development status and roadmap.

 

  1. Your Marketing History

Mistakes of the past need not be repeated. Perhaps you may not want to be forthcoming with your agency regarding strategies that ended in failure, for whatever reason. However, without telling your marketing agency what campaigns did not work, you risk putting your marketing agency in a position of doubt.

Perhaps your company made an error in judgment in the past by posting plagiarized content, buying social media followers instead of building your follower base organically, or spamming your email list. Communicate this with your agency who will appreciate your honesty and can now make an informed decision on how to move forward in rebuilding your reputation, if that is the case.

A quality marketing agency will ask your about your metrics. Google Analytics, email campaign performance, and your sales to lead conversion rates will help them understand your business and provide you with greater value.

If your marketing agency does not ask you about these essential points when strategizing their marketing plan for you, consider it a red flag that they will give your brand minimal effort and will ultimately, fail you.

Transparency is key when working with a marketing agency and it is in your best interest to be open about your past marketing history which includes your ROI and monthly sales estimates. Knowing both your past failures and successes will be critical to the positive progress of your partnership with your marketing agency.


I’m Pam Swingley, founder of Savvy. I would love to hear your thoughts. Our marketing services help B2B technology companies succeed. We connect product marketers to customers for market validation. Fill sales pipelines with qualified leads. And, supercharge anemic social media accounts. Results are backed by decades of tech marketing success with Fortune 1000 companies (ADP and Oracle), startups, and mid-sized software firms. Say hello to savvy marketing.

www.savvyinternetmarketing.com.

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