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It doesn’t feel like long ago when the phone book was one of the top tools a salesperson used to attract more business.
That was, of course, back when sellers had all the power. Today, that dynamic has completely flipped.
Prospects are increasingly involved in sales toward the end of their buyer’s journey, right when they’re ready to purchase. That’s because, in today's digital age, customers are empowered.
Information is readily available at their fingertips, they do a great job of educating themselves, and the traditional "hard sell" tactics are even more of a turn-off than they were way back when.
This is why social media and content marketing are such important tools for media salespeople to utilize. Future customers are out there craving helpful content, and you could be the one to provide it to them!
Here’s why you should kick-start a solid social media approach within your current sales strategy.
Establish Thought Leadership Through Genuinely Helpful Content
Take a minute and think about the following questions:
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What problems do your prospects often have?
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What are the frequent questions that they ask?
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What are some common pain points?
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Why have your customers sought you out in the past?
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What solutions have you seen help others in their shoes?
Of course, you know the answers to each of the questions. So, share them!
Social media is THE place to demonstrate your expertise. And with a consistent posting cadence on LinkedIn or X/Twitter, it’s only a matter of time before followers, old and new, begin to see you as a reliable resource for everything relating to your industry.
Organically engage in discussions and chime in on news or events that may impact your ideal customer.
In addition to your own personal thoughts, create and share valuable content like blog posts, infographics, or even short videos. Delivering your insights through various mediums can help educate a broader range of potential customers.
The more that you use your social accounts to establish yourself as an expert in your field, the quicker you’ll be able to build trust with those you’re looking to help most.
Build Trust More Quickly
As mentioned above, customers do a pretty great job of educating themselves before they’re ready to make a purchase. But by putting thought leadership at the forefront of your social media approach, who’s to say that you won’t be an integral part of that self-education?
On top of that, social media offers you the unique opportunity to engage with those who have come across or, better yet, found value in your content.
By interacting with prospects, you can more easily showcase your personality, values, and genuine interest in helping them.
This is also a fantastic avenue through which to share success stories and positive customer testimonials to further build trust and credibility.
All these ingredients can fast-track the trust-building process and, in turn, the sales process as well.
Speed Up the Sales Process
We’ve discussed how customers educate themselves, as well as how social media allows you to demonstrate the ways in which you are uniquely qualified to help them in the areas they need most.
These facts alone lead to a faster sales process. But that’s not the only way that an active social media presence speeds up the sales cycle.
Social media also empowers you to connect with a broader audience. LinkedIn groups and industry forums can reveal large swaths of qualified leads who are actively seeking information and solutions.
Consistency (as Always) is Key
If you don’t currently have a strong presence on social media, don’t bite off more than you can chew as you get started.
Start with one or two posts a week (or whatever amount feels regularly repeatable).
Consistency is key.
Pretty soon, you’ll see that by meaningfully utilizing social media, you can significantly enhance the success of your overall sales strategy all while being genuinely helpful.
*Editor's Note: This blog has been updated since its original post date.
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