How to Use Social Media To Promote Your Business

The use of social media is now the most effective way when you need to promote or launch a business or new product. The free access to social networks for prospect identification and the ability to reach a large audience of buyers via content means every marketing or sales leader has to use these channels as part of a go-to-market strategy. When launching a new product or service,   social media provides a rich media platform that with some planning can make it easy for people to share around your message.

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It doesn’t seem like so long ago that promoting, marketing and launching a product whether nationally or global required a massive budget and was one of the barriers to entry the traditional multi-nationals relied upon. But the digital switch by buyers to self-educate on the social networks has re-written both the sales and marketing rules.

The following approach or any part of it can be used by anyone with the right discipline and time.

Use Facebook

Action:

Create a Facebook fan page specifically for your brand or product, then share and network with the Facebook community as it is the largest single social networking site on the web. Remember it is about engagement and then sharing. To build up your fan and advocacy base to give you that critical mass to share your stories/messages, why not offer an incentive to “like” your page, maybe by giving some merchandise or prize.

Suggested Primary Goal:

Create an incentive for people to “like” your page by providing via a free product giveaway in order to grow your fan base.

Use LinkedIn

Action:

With over 400 million business users, one of your first actions should be to create a company page, followed by joining interest groups related to what you are selling. Don’t forget to pimp up your profile with a photo and fill out as much detail in your profile as possible. Learn about “social selling” and how to use content from your blog (see below) along with other content to engage connections. You can also search and tag prospects, influencers and potential partners.

Suggested Primary Goal:

To identify potential buyers and partners for your brand or products.

Website and Blog

Action:

Thanks to WordPress, Weebly, Medium, Blogger etc it has never been easier or cheaper to create your own branded web presence and attract potential buyers (with some SEO and promotional activity). For less than €100 you can have your own domain and less than €500 can give you a fully branded website. Learn to target keywords, read up on SEO and how to share your website URL’s on sites like Plurk, Scoop.it, Twitter, LinkedIn, Facebook and Pinterest to name but a few, will start to give you a trickle of traffic to build upon.

Learn to write 1000 plus word blogs with titles like Tips, How to, A guide to or Top 10 so you can further use social media to attract potential buyers and improve your search engine results. Try to write a blog weekly but monthly at a minimum. Don’t forget to share and post your blog articles around the web.

Suggested Primary Goal

To make it easier for potential buyers to engage with you while finding out more about your business.

promoting-business-on-social-media

Product Reviews by Social Influencers

Action:

If possible, prior to formal launch try to get some external product reviews, even recommendations. As the trust between buyer and suppliers is at an all time low, peer recommendations instead of marketing blurb can give your business a much needed injection of interest. Maybe offer your product free in return for publishable references.  Apart from using LinkedIn there is a whole host of social tools (lots are free) that you can use to identify social influencers or connectors. Also do not forget journalists and online magazines, approaching them can be as simple as crafting an introduction letter with an invitation to review or sample your offerings. Ensure you put a unique slant on your business, what problem is it solving and why would people be interested in your personal story.

Suggest Primary Goal:

To gather independent and verifiable 3rd party authority as social proof, which you will then share with potential customers.

Have a Contest

Action:

Who doesn’t love a good ole a contest and they work well on Social media especially in the B2C space. Using your social media channels, offer up some real goodies (if not your actual product then something related to it). Keep it simple, you are not trying to snare emails, you chasing “share ability”

Suggest Primary Goal

Note: Get a fan base engaged before you officially launch your business or product so that when you do launch you have a fan base that could be ready to buy and spread your message for you whether that is on Facebook, Twitter or Instagram. The combination of your regularly updated blog, website and your social media community activity can be a powerful platform for getting in revenue faster.

Try a Quiz

Action:

It is also easy to create and publish a quiz on your website and social channels. Just do a Google search for “create a quiz”. There are some free and paid options. People like to test their knowledge and if you can relate or match the quiz to your product even better.

There doesn’t have to be a prize but you could combine it with a contest as above.

Suggested Primary Goal: To engage customers and also create more buzz.

Create Infographics or Video

Action:

The rise in popularity of infographics and video content in social media cannot be ignored. Sites like Canva, Visualize, Piktochart and Easel.ly make it easy for anyone with some patience to create stunning graphic stories. You can even create video content online but there is a higher price to be paid here, if your product is very visual then maybe a 20-30 second video for YouTube or Vimeo maybe a must.

Suggested Primary Goal: To provide some wow media formats that could go ‘viral’.

sales motivation

SlideShare

Action:

You can create a PowerPoint presentation that could not serve as a key note presentation but would also publish on Slideshare to spread your message while reinforcing your professional image.

Suggested Primary Goal: Publish on the Slideshare platform to make it easy for people to

These few tips on using social media when launching a business or product are by no mean exhaustive, what else have you tried? The purpose of the article is that with a limited budget and the learning of new skills (social selling, social media marketing, creating infographics, writing blogs, running contests etc) most of us can achieve results beyond our expectations. Oh yeah, did I mention lots of hard work but no pain no gain.

How to Find New Customers on Social Media

Every business needs to find new customers and social media has become the go to channel for reaching new buyers using content as the main hook. Since the arrival of social selling and big data tools, social networks are now the main channels on which to identify and engage with new customers. While social platforms are superb publishing channels they are also great channels in which to promote products or services.

social-media-channels

The foundations to using social media platforms to find new customers are built upon 3 pillars. The first is having all your  social media profiles set up, the second is having your website populated with some customer centric content and the third is you have put in place a lead nurturing process for potential customers engaged with through the social networks.

So assuming all the social profiles are set up and you have the resources to lead nurture, take a look at these simple ways you can use social media to find new customers.

Here are some ways to use social media to find new customers

Getting leads via friend invite

A great way to increase social media exposure is to enable a friend’s invite scheme. Encourage your existing user base to invite their friends to connect with you or the business and maybe reward if they do will allow you to tap into a market segment that is likely to be interested in you. Also as you are using friend invites to increase social media exposure, why not use those friend invites to find new customers. The audience who already purchase your products or engage with your website are more likely to introduce higher quality leads, which allows you to find leads that are more likely to convert into paying customers.

LinkedIn group discussions

LinkedIn has become the main channel for B2B social selling, providing businesses and sales people the opportunity to network and engage with shared interest professionals. Done correctly the LinkedIn groups can provide a gateway to share, listen and engage with potential new customers.

A simple way to start is to do a search for the type of customer you are looking for; this will give you a list of groups to help you identify new customers. Just type in the search bar the profile of person you want to find and then on the left side click on Groups.

LinkedIn-group-discussions

Start viewing the groups that have populated in your search, but before clicking on join, be sure to look through the list of members to make sure that the people in the group are the type of people you want to engage with.

Once you have been approved into the group, plan out how you will go about sharing interesting content (not always your own!), creating discussions and contributing to existing topics around the group topics. Doing this activity in a thoughtful way will build your “social selling index” and add credibility to your brand. Over time this activity will give you insight to what your potential new customer are interested in. This is the preamble before you should reach out to connect with them.

Tap into hashtags on Twitter

Hashtags and social conversations are a superb way to find new customers. Twitter has over 600 million users and the real-time chatter provides any business with ample amounts of data to find customers.

For example, if your company is selling the latest marketing tool and your target audience are marketing professionals, search the hashtags #marketing on Twitter and a list of conversations and profiles with marketing will be accessible. Just like LinkedIn you can then start following and engaging with these professionals so you can start building relationships that can potentially turn into new customers.

Promote your customers on social media

Promoting real and valid customer stories is a great way to find new customers through word of mouth referrals. Select some customers who are benefiting from using your product or better still ones, who engage with your product on the social media platforms, then promote them on your company’s social channels. This type of activity will gain those customers’s loyalty, and the exposure you receive when they also share the “promotional url/article” on their own social profiles; increasing your brand awareness through your brand promoters.

Funnel social media traffic to landing pages

The creation and use of landing pages on inbound marketing and social media campaigns are a great way to find new customers. When running a campaign to promote a product, a white paper or maybe a webinar on social media, funnel your traffic to a landing page that relates back to the tweet or social post. Companies like Hubspot and Marketo are experts at this. It works as follows.

landing-page-example

When someone clicks on the link in the tweet/post it takes them to a dedicated landing page to download the content or information after submitting their name and email address. This kick starts the lead nurturing process for potential new customers that were acquired through social platform traffic.

Use and optimise Social Video

Video channels such as YouTube, Vimeo and Vine are powerful social networks to generate social media traffic for your business. In fact, according to Shareaholic, Google owned YouTube drives the most qualified referrals to websites.

social-video-facts

If not already doing so, consider using video content in your marketing strategy. Ensure to always include a call to action at the end of the video or in the description box. The call to action should funnel people to a landing page (see previous tip).

Target and measure Social Sharing

Social sharing is not only a powerful method to generate online referral traffic but also to boost SEO which in turn drives more traffic. Every day there are over 22 billion social shares on the web. This echo system can provide a large amount of product exposure that requires very little work.

Always include social share buttons on every blog article and make sure they are positioned to make it is easy and encouraging for users to share your content. Depending on the quality of the content will increase traffic to your content or website.

Become active on Google+

Google+ has over 2.5 billion users. (Social Media Facts and Trends) and in the world of social networks, Google+ can be overlooked. However, Google+ has a useful feature in its Google+ Communities. Just like LinkedIn groups, these communities have members which could a source of new customers. Do a search on a topic relevant to your business, and you will see the communities that could be a good channel to engage with potential customers.

Google-Plus-Community

Do a search for “web designers”. The search will pull up the Google+ communities that were made for web designers. Start by joining the communities that have the highest number of members, highest number of posts, and the most relevant profiles. Again the tactic is to engage within the community to build authority, then share relevant content that funnels people towards your website or landing page.

Final Thoughts

All the social media channels provide any business with the opportunity to find new customers and as a customer acquisition channel. The about suggestions are just some of the ways social platforms can be used to find customers. Remember that every tactic must be customised to your types of business and customer, vanilla flavour doesn’t work! So ensure to understand which social networks your target audience are on before committing resources into social media to find new customers. Understanding your ideal “target prospect” and where/what (type of content) this audience engages on the social networks will help you in being efficient in acquiring customers. Do not get caught up in the quantity over quality of leads debate, this is a matter of targets. To be successful in customer acquisition via social media is as simple as ABC, (a) use the right social networks, (b) have great content to share (c) have the right social selling tactics. Follow this mantra and finding new customers on social platforms will become a whole lot easier than you imagined.

Social Data in Sales

Social Data Trumps People in Sales

Today, big data and the use of social data in the sales process trumps people. The reality is that due to changing buying cycles, more educated buyers and the use of social media to source and inform, most sales managers if given the choice between an exceptionally talented sales person or a highly accurate database with deep social insights, then data will trump people nearly every time.

This article is not suggesting for one minute that a sales manager should stop searching or recruiting great sales talent to his or her team. However no matter how good a sales person is, the benefits of providing sales teams with the latest social data, detailed profiles, social media insights and the most accurate information available are telling. Because when it comes to sales performance, an average sales person equipped with better data will outperform a talented sales person who has little or poor data every time.

social-data-insights

To sell successfully today, every piece of detail can matter to win over customers, from social media activity to information management, who is connected to whom, what articles do they read, what they talk about on the social networks, who is the gatekeeper and what messaging do the decision makers like. Each answer to these details relies on having accurate data.

Here are more reasons why data and social data are important.

Data Provides Sales Focus

The instant access to data and social media insights saves sales teams both time and hassle, saving hour after hour of a sales person’s time in having to research information like LinkedIn profile, twitter name, email addresses and phone numbers. The market is full of contact databases that make it possible to start with good basic contact details. But in a socially connected business world to generate sales leads the sales teams now need a source for more social data like LinkedIn connections, social conversations, social media insights, articles, and news plus company information.

As the sales teams no longer need to spend thankless hours researching prospects or leads, they can use this time to research the best sales approach. This allows any sales person the opportunity and time to develop a more educated approach when he starts the contact phase in the sales process. Social selling and the use of social data is all about the more relevant information a sales person has on things the buyer or company cares about, the more specific they can be with the sales message.

Social data empowers sales teams with the necessary level of insight to lead nurture and interact with the right person, at the right time, and to convert the lead into a demo, a trial or even a meeting. The use of social insights means sales people will be able to identify the problems that the potential buyers have, and already have a plan formulated on how they will articulate the solution to their problems. Remember buyers today do not buy features, they buy solutions, they buy partners and thanks to social media they are better informed than ever about what solutions they will consider.

social-media-engagement

Social Data Provides Guidance

In the old sales models, a direct line or phone number was gold as it meant sales people could reach the decision-maker. And it is still a valid sales activity as research shows a sales person is more than 46 percent more likely to be successful in selling when they reach a director or VP. But what happens when sales people cannot get to talk to a prospect on the phone to explain the company’s solution. Too many sales teams still hope that a prospect will make a decision to engage with a business based solely on some email communication and what content is published on the website. This can work out from time to time but often leads nowhere.

Still too few sales managers are changing mindsets by teaching their sales teams to look deeper at social selling and using social data from the likes of LinkedIn and Twitter to find prospects or to engage with lead nurturing. No matter where you source your prospect or leads list from, it is crucial the sales teams have the tools, content and data to influence the decision makers. The more data, especially social data a sales team has on the prospects or buyers, the greater the understanding about the true issues the proposed solution they are selling will solve.

Social Data Brings Speed

Social data is way more than some contact information. Today, social selling and social media tools gives sales the ability to access real-time data from the social networks, which helps create a more consistent and sustainable sales process. Using social data allows a business to identify and target specific prospects or accounts that are more likely to buy, and buy sooner (based on social insights or conversations). And because selling with social data returns a higher level of success for the solution being offered, customer churn will likely go down as well. We live in a fast paced sales environment, finding leads and prospects is hard enough without them leaking at the other end of the funnel due to wrong target selection, so social data helps sales to target the right buyers to fill up the sales funnel.

The better trained and educated the sales teams are on social data and social selling; the more a business can fine tune the customer acquisition and development efforts. Companies using these methods accelerate the sales forces ability to acquire new customers and to grow existing clients.

In the digital sales era, social data is king. Investing in social media tools and social selling solutions will only improve the health of a sales organisation plus they are much more cost-effective than having your valuable sales resource spend hours trolling through websites and social networks. Create a culture, mindset and the selling skills around ensuring that your sales organisation is using data to power the sales engine and watch your sales grow. Social data combined with real sales talent with drive revenue growth.

Social Media Selling for Sales

A growing use of social media within companies by marketing and sales teams is in the area of social selling.  In the sales process connecting with prospects and establishing relationships can be the difference to winning or losing deals, more and more companies are using social media selling to help them accomplish these connections quickly and easily.

Selling and sales methods are evolving; the vast majority of buyers (business or consumers) are socially engaged and informed. The sales team must be too. They need to have the tactics, tools and training to leverage social media for sales success. The innovation of the Internet, cloud based business models, smaller transaction values and the adoption of sales technology tools means the sales profession is in a state of modernisation.

social-media-selling

The Inform versus The Interruption based sales model.

Why bother with social selling? Well still too many sales models are “interruption” based, meaning the sales person or marketing function targets a list of prospects then emails them, phones them, advertises on-line to them, chases them, which is still based on the hard sales concept (even if the actual sales discovery/meetings are collaborate the approach to getting the prospect to engage is interruption based).  Social selling with social media is when the sales team or marketing use social media to engage directly with selected prospects across a range of social networks. The sales team strives to provide value in the sales process by answering prospect questions, posting relevant content and offering insightful information on the company or product until the prospect is ready to engage in the buying process.

So social media is informed based, to intelligently inform a target audience thus allowing the sales teams to enlighten their prospects rather than interrupt them with cold calling or hard sells for meetings. The goal of social media selling is getting buyers into the sales funnel further down, it is about informing and educating prospects then converting them into buyers.

The shift in the way people are buying means sales trainers and sales teams have to shift the way they are selling. The Internet has changed the sales game, time was the only way a potential customer could find out about a product fit was to engage the company or more likely the company interrupted them. Not so any more, now Google, LinkedIn and on-line business forums will allow any buyer to identify the competition, do research on companies and narrow down the potential supplier list which will inform them on their purchase options. Options the supplier company can inform on via social media or let the competition do it. Studies in the sales process have proven time and time again that many buying decisions or lists of preferred vendors are made before a salesperson is even in the conversation, with many companies merely used as a stalking horse.

Sales success in Social Selling.

Before, the sale team signs up for twitter accounts or join hundreds of LinkedIn groups, to be successful in social selling they need to make the following happen.

  1. Sales people must give first, offer content, help and engage their network to become trusted.
  2. Sales people must change their behaviour and interact as buyers expect today.
  3. Sales people need to inform and connect social ties, mainly weak ties.

To assist sales teams with this sales transformation we will start with “social ties”. Almost everyone’s “social networks” is made up of a range of social ties that consist of friends, family, fellow workers, and other acquaintances. Typically this includes a group of very close social ties (family, friends) and a considerably larger number of weak ties (loose acquaintances) that get weaker as a persons social network grows. Across social networks today, the average user has over 800 social ties.

Why is this important to a sales person? Well it has all to do with the concept that weak ties are better than strong ones in social selling.

In social selling building a social network with weak ties offers the best sales opportunities in the longer run, due to different people and interests.

Why Weak Ties Are Better Than Strong Ones.

Well Doctor Mark Granovetter (author of “The Strength of Weak Ties) defined a social tie (and its strength) as, “a combination of the amount of time, the emotional intensity, the intimacy (mutual confiding), and the reciprocal services which characterize the social tie.” And if a sales person only spends time with stronger ties, then they only inform similar people, with similar skills, and similar interests.

Sales people and marketing need to understand that every social network is really a collection of smaller social groups.  The key is to inform the people who are weaker ties within this structure so they can act as a “bridge or broker”, by connecting the sales person to other groups of people as it is weak ties that allow a bridge to occur between two different social groups. A strong tie will usually only connect to similar profiles or interests.

When a sales person spends time informing and engaging weak ties they start connecting with different people, with different profiles, different connections and different interests.  And as a result of this, they create a network effect, opening them up to finding newer and different opportunities for development.

So the More Weak Ties, the More Opportunity.

Thanks to social media and social networks like LinkedIn, the average person has more weak ties than ever before. However the next challenge for the sales person is that is it not as easy to leverage weak ties. They can’t just phone them up and ask for a coffee or meet for lunch to ask them for an introduction to a company or buyer.  Sales people need to have a gradual approach, maybe some gentle nudging with insightful content on an industry, and over time grow the connection into a real business relationship.

This “inform” concept is at the core of social selling, because sales people need to build trusted relationships from the thousands of weak ties they are connected to today in order to influence the social ties they want to be connected to sometime down the line.

Sales people must change their behaviour to Social Selling with a Small Habit.

For social selling to really work, sales people will need to change their behaviour.  As anyone in sales understands, nothing is more important than hitting sales targets for this sales period and the next one will be just as important. But if a business or sales person wants to continue to succeed, they need to start building a social ties network of future opportunities now.

A simple method to do this is for sales people to form the small habit of sharing relevant content to their social network.  Train sales people that in quiet times, maybe as they wait to board a flight, having a coffee or after they check email, share some content prepared by marketing (not sales brochures or self-promotions) or maybe an article they read on LinkedIn, or twitter. Don’t bombard social ties with badly written or irrelevant content. As the sales person builds weak ties connections, they could send it directly to them as long as they know they will find it interesting.  Start small, maybe once per week, and they encourage them to gradually increase that to 2, 3 times per day.  Be thoughtful, be informative but build this habit.

Social selling using the Inform sales model is not a might do, the world and sales channels are shifting, selling power is in the hands of the buyer and buying power is in the hands of the seller, so sales people need to use social selling to attract buyers the same way as buyers are using social media to identify sellers.

Sales Strategy – Marketing Services – Sales Consultant – Social Selling – Inbound Marketing – Lead Generation

I'm always available to have a chat on your business plans and any challenges in lead generation, social selling, marketing or sales.