If you’re looking to dial your online marketing strategy to 11 this year, you need to think about social selling. Once written off as a buzzword, social selling is shaping up to be a sales strategy MVP - if businesses get it right.
The first step towards mastering social selling: understanding each medium at your disposal. Today, we’re showing you how to use Twitter to educate prospects and nurture leads quickly and effectively.
Make sure you:
Use Twitter To Inform And Build Trust
If you read my last blog on social selling, you know that social selling isn’t about the “hard sell.” It’s about using peer-to-peer mediums to offer your prospects valuable, educational content.
Twitter is a fast, easy way to connect prospects with your content. By pointing a pained prospect towards the right information instead of directly “selling” them, you put their interests first and establish credibility.
To build even more credibility, engage your prospects on topics unrelated to your product, service or marketing strategy. A retweet, favorite or friendly reply is enough to show them you care without looking pushy.
Use Twitter To Develop Relationships
Inbound marketing works for many reasons. Here’s an important one: It doesn’t focus solely on closing deals. It attributes equal importance to delighting customers.
Social selling in general - and Twitter in particular - is a customer delight machine. You now have at your disposal an incredibly digestible, credible communications tool. Connecting with customers and deepening rapport is easier than it’s ever been.
Again, a simple interaction with an existing customer is enough to show that you’re listening and supporting. Take down your existing and new customers’ Twitter handles. Follow all of them. When they mention your product or discuss their thriving business, reach out and show them you have their back.
Remember: your prospects are watching, listening and sharing. By making relationship management a key pillar of your sales and marketing strategy, you turn ordinary customers into raving fans and cultivate brand advocates.
Use Twitter To Respond Rapidly
If you plan on using Twitter for social selling, educating your prospects and building relationships, you need to make rapid response a priority. Digital marketing and sales executives know that in a crowded marketplace, being the first to respond to prospect inquiries is a serious competitive advantage.
Lucky for us, we live in the age of marketing automation. There are a variety of digital tools and services that monitor your prospects’ activity and alert you any time a relevant discussion starts.
Our agency, for instance, uses HubSpot for...well, pretty much everything digital, including marketing automation and social selling. You might call us raving fans.
When we respond to prospects on Twitter, strive to be quick and thoughtful. Don’t just respond first. Respond right. Draw out the prospects’ pains and ask deeper questions to guide them down the sales funnel.
Believe it or not, social selling as a tactic is still in its infancy. As more sales reps and executives catch on to its value, expect social media to become an even bigger part of every B2B sales strategy.
If you’re looking to jump into social selling but aren’t sure where to start, remember these key principles:
Educate instead of “sell”
Connect with customers and prospects
Respond in real-time (or close to it)
Start Today Tip- Take your most insightful piece of content and pull out as many 120-character bites as you can (you’ll want the other 20 characters for linking). Now, get your sales team on the hunt. They should be finding prospects with questions or pains and directing them to your content. Make sure they communicate organically; no one likes hearing from a spambot. Finally, have them follow up a few days (or a week) later to continue the conversation and build rapport.
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