Around half of all social media users follow brands.
That’s worth thinking about. These people are actively choosing to follow your conversation, rather than being interrupted by marketing messages. Your audience wants to be educated and connect with you on a more personal level. This is a huge opportunity that we shouldn’t waste.
And it’s not just for B2C companies. B2B business’ need to remember that even if they’re selling business goods, they’re still selling them to people. People want to buy from people. This is one of the easiest and best ways to show your B2B customers that you have a human side.
Let’s think of your website as the manager of your digital presence.
It’s got control of the information, makes the big sales, and looks after the majority of the work. But getting people there needs the talents of salespeople.
That’s where social media comes in. They’re the people that greet your customers when they come in, build relationships, and point them in the direction of what they need.
Each social platform has its own personality and set of skills that suit certain tasks, so you have to make sure you’re sending each one to do the right job. You wouldn’t ask your most professional, serious staff member to chat to someone who’s clearly there to have a quick browse. You’d want someone friendly to go and introduce your brand.
Let’s meet the major platforms and have a look at their resumes.
A social team player, mostly interested in greeting people and building relationships. Needs financial incentive to really focus on sales goals.
Another social member of the team, but with more business-minded interests. Understands that people are busy and can point them in the direction of valuable information quickly.
While Google+ doesn’t come across as the most popular salesperson, its family ties to Google are crucial for businesses who want to be seen in Google Places and search results.
The most professional and sincere of salespeople, LinkedIn is focused on business success and thought leadership.
Arty, creative, and personal, Instagram is good at developing intimate relationships with your audience.
Pinterest knows how to speak to the most savvy customers, and knows the most information about your products and how they fit into people’s lives.
A younger face in the marketing industry, Snapchat is about having fun, telling a story, and being relaxed.
now put them to work
Once you’ve hired the best salespeople for your business, you need to put them to work. Keep thinking of them in those salesperson terms as well! Would you be happy if someone who worked for you didn’t know anything about your product or brand?
Do they speak in a way that positively represents your brand?
When customers speak to them, do they ignore them or reply quickly and helpfully?
Do they look dishevelled or do they put care into their appearance?
If they’re not performing well, do you just let them keep doing what they’re doing?
You need to make sure you’re making your social media efforts meet the same standards as any other contact point. LinkedIn, Instagram, Twitter, Facebook and Snapchat are some of the most popular platforms, and taking the time to get it right boosts customer satisfaction and improves your results.