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HOW TO 12X YOUR MARKETING ROI IN 6 EASY STEPS
What role does social selling play in multichannel marketing?
In partnership with
HOW TO 12X YOUR MARKETING ROI IN 6 EASY STEPS
Index03 Introduction
04 What is social selling?
05 Understanding why you need social selling
06 Thebenefitsofsocialselling
08 Introducing it into my business
09 Who would own your social selling programme?
10 Andfinally...
HOW TO 12X YOUR MARKETING ROI IN 6 EASY STEPSWHAT WE CAN LEARN FROM MOTORWAY MARKETING 03
IntroductionThere’s always another channel to explore to engage with customers to createleadgenerationopportunities.
And by now, you’ll be well aware that to connect with prospects and existingclients,thereneedstobeaclear-cutstrategycoveringarangeofwaystocommunicatewithpeopleintheirpreferreddigitalmethods.
Whenitcomestosocialmedia,suchnetworksarepowerfultoolstoreallyhelp get to grips with understanding your customers, their quirks, and howinterestedtheyare,togeneratethemostROI.
Enter, social selling!
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Step 1 – What is social selling?You might’ve heard a lot about its online lead generating capabilities.However,itstillmightprovetobeabitofanalienconcepttomanyorganisations.
It’sunderstandable.Why?Becausethisformofonlinecommunicationhasoftenbeentarred with the brush that it’s too complex and only tech-savvy sales teams use it, or that it requires a huge budget and blasts people with the hard sell – ultimately puttingeveryoneoff.
Infact,socialsellingisquitetheopposite.
It’s about engaging with prospects to build and nurture relationships through various online channels.
Itenablespeoplethroughoutyourbusinesstoshareuseful,valuablecontenttoo–helpingbuyerstomakeinformeddecisionsbeforepurchasing.
It’snotactuallyabout‘sell,sell,sell’either–despiteitstitle.
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Step 2 - Understanding why you need social sellingThinkforamomentabouthavingabrandwithoutsocialmedia.That’dbeastrangeconcept in today’s digitally-led world wouldn’t it?
Why?BecauseB2BandB2Cconsumerscraveinformation24/7.Theywanttoknowinstantly who they’re spending their money with and why – and you need to be in a positiontotellthem.
They can use your social posts to understand your values, and evaluate how you can make theirliveseasier.Consumerswantahighlyreputableservicethatoffersaconstantstreamofinsightandexpertise.
And,ifyourbusinessisn’tusingsocialmediatoeffectivelycommunicate,customerswillsoonfindacompetitorwhois.
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Step3–ThebenefitsofsocialsellingWhen it comes to building online relationships across multiple channels, here are our six reasons why we think you need a savvy programme running throughout:
1. Lead generation
Withoutnewopportunitiesflowingintoyourbusiness,itgoeswithoutsayingthatyourbusinesswillsufferasaresult.So,usesocialtoolsinyourmultichannelmarketingactivitytoencourageinterest–andfollowupwithcustomersandprospectstoo!
2. Join-up sales and marketing
Thereneedstobearealconnectiontotakebuyersthroughafaultlessjourney–andthatmeansbringingkeydepartmentstogether.Socialsellingcanhelpbyfeedingkeyinformationintothesales team to ultimately shape your marketing messages – not to mention opportunities – and viceversa.
3. Saving time and money
Strongengagementacrossmultiplechannels–especiallywiththeaidofasavvymarketingautomationplatform–canseriouslyboostacompany’sin-houseproductivity.Itmeansthatdepartments can get on with helping leads over the line whilst their social activity does the work forthem–salvagingvitalresourcesacrosstheboard.
WHAT ROLE DOES SOCIAL SELLING PLAY IN MULTICHANNEL MARKETING?
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Step3–Continued...4. Thought leadership
Customerswantvalue.Theyneedinsightanddetailwhilstresearchingyourproductorservice–sogiveittothem.Usesocialmediaasawayoftranslatingexpertiseandadvicetocreatetrustandinsight.
5. Be human and personable
Afacelessbrandcanoftenbeintimidating–especiallyforprospects.So,tailoryourmarketingacrossmultiplechannelstobuildrelationships.Keepconversingtoencourageloyaltyfromyourbuyerstoo.
6. Tailor communications via measuring impact
Aneffectiveprogrammeofferskeyinsightstofigureoutwhichcustomersareengagingwithaparticularpieceofyourcontent–orwhatmoreyoushouldbedoing.Byevaluatinghowsocialpostsareperforming,youcanstarttobuildapictureofwhatyourtargetsneed.
Nowwe’vecoveredthebasicsofsocialsellinganditsadvantages–whatnext?
WHAT ROLE DOES SOCIAL SELLING PLAY IN MULTICHANNEL MARKETING?
HOW TO 12X YOUR MARKETING ROI IN 6 EASY STEPS
Step 4 – Introducing it into my businessThekeytorollingoutasuccessfulsocialsellingprogrammeliesinmasteringtheartofdevelopingrelationships.
Thatmeansinteractingwithrealpeople,attherighttimes.
Aone-size-fits-allapproachoftendoesn’tworkacrosseverysocialchanneleither,becausepeopleexpectdifferentstylesofcommunicationforeachnetwork.
Forexample,yourLinkedInfollowersmightswaytowardsmoreB2B-stylelanguage,whereasonInstagramtheymightprefertoengagewithvisually-impactfulposts.
So,youfirstneeddefinewhatyouwantyourtoneofvoicetosoundlike.You’vegottohavefamiliarityforcustomerssotheybuildupthattrust,butalsobewillingtoadapthowyouconverseacrossmultiplechannelssoyoucanpersonaliseandtailoryourposts.
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HOW TO 12X YOUR MARKETING ROI IN 6 EASY STEPSWHAT WE CAN LEARN FROM MOTORWAY MARKETING 09
Step 5 – Who would own your social selling programme?It shouldn’t ever be up to one person to own the whole thing, as that could be a huge jobevenforthesavviestofdigitalaces.
So, it’s important that you encourage your employees to embrace the marketing you’re puttingoutthereonsocialmedia–andcontinuetogettheirinput.
A great way to achieve this is by introducing an Employee AdvocacyProgrammeintoyourbusiness.Thisisasimplewayforyoutoalsoempoweryourstaff,andenablethemtosharecompanycontentacrosstheirsocialchannelsforthathumanisedapproach.
Getasmartandslickmarketingautomationplatformtodotheworkforyoutoo,soyoucantranslateyourmessagesonanenormousscale.Youcouldevenfostersome‘healthy’teamcompetition with a leaderboard – or similar!
HOW TO 12X YOUR MARKETING ROI IN 6 EASY STEPS
Step6–Andfinally…Beingabletofind–andconnect–withprospectsviayourmultichannelmarketingisahugelybeneficialrolethatsocialsellingcanplayforyou.
So,rememberyourstrategyandconnectsalesandmarketingteamstooffereffectiveonlinecommunications,becauseotherwiseyoumightaswellbuildhighriseflats,andforgetthestairsandlifts!
YouneedtoconnectEVERYTHING.
Thinkaboutwhatyouwanttoachieve,measureyouractivityandbehuman.
Use this method to talk directly to customers across various networks to bolster genuine conversations–andunderlinetotheaudiencethattheycomefirst,beforethesale.
Whenitcomestosocialselling–canyouaffordtomissoutontheimpactitcanhaveonyour multichannel marketing, and your bottom line?
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Notes
WHAT ROLE DOES SOCIAL SELLING PLAY IN MULTICHANNEL MARKETING?
HOW TO 12X YOUR MARKETING ROI IN 6 EASY STEPS
Get in touchIfyouwanttotalkaboutyourmarketing call us 0845 272 5990 or email [email protected]
Force24Ltd,Office2,IndigoBlu,14CrownPointRoad,Leeds,[email protected]