Through our work with successful social salespeople, we have had the opportunity to see exactly how these individuals attract leads and convert prospects to clients. Beyond posting regularly, taking action on social signals, and perfecting their own engagement strategy, this group also leverages the social media tools that are readily available to them in order to make the most out of their social media efforts.
But how do they know which tools to use? It seems that everywhere you look these days there is another new free social media measurement tool on the market. Skip these for now. Instead, we are going to show you how you can take advantage of the tools you already have in your social media tool kit.
- Who’s Viewed Your Profile (LinkedIn)
At first glance, seeing who has looked at you online can feel a bit odd. But given LinkedIn’s professional focus and privacy options, this should be a go-to resource for social salespeople. The list is a boon since it captures a record of the people who, for one reason or another, were compelled to gather more information about you. Perhaps they were interested in an article you shared on LinkedIn or perhaps a friend recommended your services to them. Either way, it’s a prime way to identify people who may be potential leads or even upsell targets.How to use this tool: To begin, the only way to see who has viewed your profile is to allow other people to see when you have viewed them. To do this, go to Settings and then click “Select what others see when you’ve viewed their profile”. Set this option to “Your name and headline” – the first option. Navigate back to your profile, and find the “Who’s Viewed Your Profile” link on the right side of the page. Next, consider connecting with the viewers you know, but who are not yet a connection. Finally, do a little research on the individuals you do not know. Leverage LinkedIn’s “TeamLink” feature to see which connections you share with these new people and determine who can make an introduction.
- Social Signals (Hearsay Social)
A key aspect to social selling is taking advantage of opportunities to reach out to your clients and prospects. But the question remains: how do you identify these opportunities? One of the best, and easiest, ways to uncover these prime conversation starters is our very own Social Signals. With Social Signals, you can avoid the hassle of searching for your connections’ important updates one by one, across multiple social media sites. Rather, you will receive a curated list of these important life events, including birthdays, job changes, relocations, relationship changes, and more, in one centralized feed.
How to use this tool: Once you log in to Hearsay Social, simply click on the Signals tab. Use the filters (Birthday, Family & Relationship, Job, Location and Uncategorized) to find relevant updates about your connections. Now, get the conversation going!
(Please note: not all organizations have access to Social Signals. If you are interested in receiving Social Signals, please reach out to Hearsay Social Support.)
- Reach 2.0 (Facebook)
If you read our earlier post 5 stats you should track to be successful on social media, you know that reach is a fundamental metric that all social salespeople should be using. Advanced social salespeople probably want to understand even more about their reach in order to optimize their content strategy and get the most out of any paid promotions. Consider these reach building blocks:
Organic reach: The number of unique people who saw your content in their News Feed, in the ticker or on your page.
Viral reach: The number of unique people who saw a story about your page published by a friend.
Paid reach: The number of unique people who saw your ad or Sponsored Story.
How to use this tool: First, access this tool by going to your Facebook business page’s Insights section and clicking on “Reach.” Scroll down to find the section “How You Reached People (Reach and Frequency)”. Next, spend some time reviewing the components of your reach and how they varied across the time period shown on the chart. Connect periods with high reach – whether organic, viral or paid – to the content that drove these peaks. Pay attention to how your paid promotions are faring so that you can optimize your social marketing spend. Over time, you will be able to better predict which of your posts will go viral and how to reach more of your audience with content that matters to them.
- Demographics of your Likers (Facebook)
One of the questions social salespeople often ask themselves is “Who am I reaching with my content?” Some will also ask, “Am I reaching the right audience with my content?” To answer these questions, take a look at your Facebook Insights.How to use this tool: To find this information, navigate to your Facebook business page’s Insights section and click on “Likes”. Here you will find a summary of their demographics including their gender, age group, country, city, and language. Once you’ve digested this information, take a minute to answer these questions:
Are you surprised by the breakout of your Likers?
Are they older than you expected? Younger?
Are you reaching people across the country?
With this information, you can continue to refine the content you share with your audience. If you want to reach an older demographic, for example, consider sharing information about how to spend your retirement instead of how to build a nest egg. If you want reach people who speak another language, include a translation or two in your content to see if you can target these people directly.
- Social Sales
At the end of the day, when you are using social media as a social salesperson, what matters is simple: SALES. But how do you track this information? How do you know at the end of the quarter what percentage of your sales came from social media? The answer is simple: it is up to you! Better than anyone else, you know how you landed each one of your sales. The key is to track information, no matter how you do it.How to use this tool: Again, it is up to you to decide how to measure your social media sales success. Here are a few ideas that we have gathered from our expert social salespeople:
Maintain your own social sales tracking worksheet that you update regularly (timing will depend on your typical sales volume).
Leverage your company’s CRM tool if it offers a way to classify a sale’s source as social media. (If this is not available, consider asking your head of sales to make “social media” an option!)
Poll your customers to learn how they found you.
Collaborate with other employees to build a social sales measurement chart so that you can see how you are faring compared to your peers.
Managers can consider offering a bonus to the salesperson who lands the largest number of social sales per quarter/year.
To learn more about how salespeople leverage social media to grow business, watch the below video highlighting some top performers at Farmers Insurance: