Are your salespeople actively engaged in social media as part of their lead generation efforts? If not, they (and your business) are missing out on great opportunities for researching potential B2B clients, building new networks and uncovering prospects by investigating their social media profiles.
Here are ways to encourage your sales team to embrace social media:
1. Direct your salespeople to refine their profiles
Start by making sure they have social media profiles on the appropriate channels. The marketing team can help determine where your customers and prospects those platforms. Their profile pages need to attract potential customers. While including the basics on an individual salesperson, the profile should mostly focus on your business and the solutions you offer to prospects. Also include videos, PDFs and links to your business website in these profiles.
2. Schedule time for focused social media activity
It takes discipline to use social media properly (and avoid wasting time watching cat videos!). Work with your sales team to plot out a schedule of focused activity on various social media networks, whether it’s a half-hour a day or 2-3 times a week.
3. Generate content your sales team can use
Back in the day, salespeople handed out brochures or fliers to interest prospects. Today, it’s all about customized content marketing. So it’s up to you to ensure your salespeople can refer prospects to first-rate, problem-solving content on your business website. Not only will this draw more traffic to your site, it also supports the sales team’s efforts to position your business as an industry and thought leader.
4. Promote sales blogging
It’s no longer enough to feature a blog post from your CEO or CMO. Members of your sales team should also be blogging and steadily building a rich network of followers. Encourage team members to think about new ways to focus on prospects’ needs and business challenges by answering common questions that prospects ask in their buyer journey. They should also think and blog more broadly about general industry issues, rather than shilling for your business. Again, focus on solutions your sales team can provide and that will draw more interest from prospects.
5. Keep an active LinkedIn presence
For sales of B2B products and services, LinkedIn is probably the most significant platform for your sales team’s activities. Your individual salespeople’s LinkedIn profiles are the first place a prospect will check out, so as noted above, be sure these are up-to-date and contain the right messaging.
Also, each salesperson should be gathering new LinkedIn connections as frequently as possible. Have them build their network by reaching out to past customers, colleagues in the industry, friends and family members. It’s important to have a robust network of connections as part of your LinkedIn profile.
By joining and participating in LinkedIn discussion groups, salespeople will come in contact with a wide range of potential customers — though it’s important to remember these discussion groups are about specific issues, not a venue for blatant self-promotion. Encourage your sales team to answer questions that demonstrate their problem-solving knowledge. An interested prospect will often follow up on his own.
6. Use Twitter to make connections and follow trends
The businesses and prospects you want to connect with may be tweeting. Shouldn’t you and your sales team be listening? Twitter offers a wealth of opportunities for staying abreast of industry trends, which can in turn help your team anticipate future sales opportunities. Once your salesperson has become comfortable on the platform, he or she can reply individually to a prospect’s tweet, thus initiating a one-on-one exchange which turns a cold lead into a warm one.
7. Have a vibrant Facebook presence
Your business should already have a Facebook page. From there, encourage members of your sales team to create a Facebook group that relates to your business offerings and invite people to join. Once the group starts talking, there’s always an opportunity to send targeted messages to individuals within the group and get the sales process moving forward.
Being active in social media isn’t a substitute for picking up the phone or firing off an email to prospects, but it represents a dramatically different way of cultivating leads and enriching your sales pipeline.