Strategic social metrics help develop scalable value for a seller’s social footprint. Based on our experience, a successful social selling strategy involves using 20% of your content to promote your brand and 80% to non-branded content that intrigues your target audience and engages them in business-oriented conversations.
The key to an online brand strategy is balance in your social marketing strategy. People use social channels to learn, stay-in-touch and have fun. So, a social strategy that focuses only on pitching is disaster-prone. Achieving this successful balance requires humanizing your brand with a focus on building relationships, connections and garnering meaningful engagement.
To justify a social engagement as a business investment, it’s important for the fun-to-value ratio to lean more toward value, at the risk of being seen as frivolous. Value in this context is defined as your prospects and customers… not your company and its products. What does your content or distribution tools do to help your audience see business value and want to act?
Televerde works with our clients to establish a social engagement approach that includes the right balance of branded and appealing, business-relevant content. At Televerde, we segment this engagement in buckets of 20-20-35 & 25 (yes, that’s 100 percent.)
Branded content is all your engaging, branded promotional content including blog posts, press releases, testimonials, case studies, white papers, videos, that ultimately link back to your company website. Branded content drives traffic to your website, attracts targets to your brand, integrates a call to action, encourages prospects to learn more about your company and leads to potential conversions.
People buy from people, so social sellers see more success when they humanize their brand with their own interests, skills, and experience. When social sellers are open about who they are and their work motivations, prospects show interest. Then, they can direct that interest towards your brand.
Social sellers regularly outperform when viewed as Subject Matter Experts (SMEs) in their industry. These key insights reflect areas where the social seller is most passionate and knowledgeable. With this participation in industry conversations through thought leadership, trending news and their own analysis of future trends, they demonstrate knowledge and experience to their audience.
Because this type of content educates a target audience, the Industry portion is the largest part of our recommended social sharing approach.
The most successful social sellers can pinpoint their targeted accounts and buyers (or buying personas) within the account. Targeted content based on that knowledge can be a major factor in driving results and boosting conversions. This requires regular conversations between sales and marketing for agreement on who is a target and directing activities that will attract the targets’ attention.
Social sellers learn the social footprints of their prospects and target prospects. This knowledge enables them to connect on a personal level, engage around industry-related topics and drive engagement with the brand around the business challenges that they are trying to solve.
While the rules of social engagement are fluid and worthy of testing your own strategy, Televerde sees higher engagement and brand interest with this approach.
Let me know your thoughts and I’d be happy to talk with you about how we can help you with your Social Selling.
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Author: Brian Gonzalez
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