Selling on social media is no longer the big mystery it used to be. In fact, it’s one of the“rising stars” in the sales industry. If you’ve cracked the code of social selling, you’re off to the races, experiencing big sales wins and better customer retention.
But even for the most expert sales teams, there still remains one big hurdle: how to track the ROI of your social selling efforts. If you don’t have a process in place to track how social conversations turn into revenue, you’re not alone.
1. Document leads according to social conversations
Social selling is a relatively new concept, so it’s not always clear what to do with a lead that you find on social media. You may have a great conversation with a potential customer on social, but what do you do when that conversation is over?
It’s important that you connect your social selling outreach to your existing sales process. Make sure that you document your social conversations and segment customers based on their needs. That way you can track your relationship with them.
2. Gather customer data based on social profiles
When you get context around your customers, you can make better decisions about how to build a meaningful relationship.
As a starting point, check out your potential customers’ social profiles to gather information. Look at things like their bio, how active they are on social media, and what types of content they enjoy sharing. Document key points for future conversations.
3. Identify where customers are in the sales funnel
By tracking customers’ social engagement with your company, you can get a betterunderstanding of where they are in the buying process.
Keep tabs on what your leads are up to on social media. How often do they reach out? What kinds of questions are they asking? What level of awareness do they have about your product or services? Answering these questions will help you define your customers’ needs and how you can help.
4. Provide targeted customer content
Once you understand where your customers are in the sales funnel, you should provide useful content that will educate them and help them make decisions.
Content is an essential part of the social selling process. According to a recent DemandGen study, 82 percent of B2B buyers viewed five or more pieces of content during the decision-making process. Work in coordination with your marketing team to deliver content that addresses different stages in the buyer journey.
5. Provide awesome social customer service
When companies respond to customer service requests over social media, those customers end up spending 20 to 40 percent more with the company. Unfortunately, many companies don’t take advantage of this sales opportunity. Over 289 million complaints on social go unanswered every year in the United States.
Monitor your professional and company accounts so that you can respond to customers quickly and effectively (the average response time on Twitter is around two hours). Keep tabs on customers and follow up to make sure problems have been resolved.
Ready to learn more?
Social selling offers a big opportunity for brands. But like any effective strategy, you need to establish a set of guidelines and processes to make it work in practice.