How leading social selling experts build killer social engagement programs
In Q4 of 2019, Grapevine6 gathered the best and the brightest in digital, marketing and sales from some of the largest technology and financial services firms in North America to discuss best practices for building successful social selling programs.
Here is some of the best advice to come out of the two-day event: Follow the 80/20 rule when sharing your own content
Just like in real life, don't always talk about yourself. The fact is, no one really cares about your business. Find out what your prospects do care about and share that content, not just your own. People are more likely to engage with third-party content, with some businesses reporting two times the engagement. And for some companies, engagement with their own content saw a dramatic spike when they were only sharing it a small percentage of the time. Follow the 80/20 rule: 80% third-party content and 20% your own. Don't focus on the tools when you're trying to build engagement
To understand what it means to be a great social seller, you have to focus on the core concepts first. The tools come later.
So what makes for a great social seller?
- Building a personal brand
- Listening to customers
- Sharing content
- Engaging conversations
Find onboarding success using peer-to-peer pressure
Everyone wants to know what the top-performing peers in their organization are doing so get them on board as the ambassadors of your program. You'll get buy-in from your field force when they see how successful others have become by following social selling best practices. Still struggling with adoption? Use data and training
Data gives you the ability to make better decisions. Leverage the data to grow and mature your program. But in order to figure out where possible problems may arise, you have to do a large-scale pilot to learn.
When it comes to training, bring in a field marketing specialist to educate end-users about the program and provide individual support. Embedding expertise in the field is a great strategy for the continued success of your program. Encourage differentiation among users
It's important for users to differentiate themselves online. A simple thing like adding your own comments to a third-party post before sharing can dramatically increase engagement with the content. Social sellers start to build relationships online when the thoughtful, customized content they're sharing resonates with their audience.
To be perceived as genuine, users need to put a more personal spin on what they post. A social feed should reflect the voice of that person, not the company they work for.
Take it from the experts: implementing these best practices will help ensure the success of your social selling program. What are the biggest challenges you're facing for your social selling program?