How can you use social media to build relationships with prospects when you have a large team?

Stepping into social selling as a unified front can transform your team's impact. It's not just about staying in tune; it's about harmonizing your brand's voice across every online interaction.

I like to encourage my team to schedule an hour of week to create their social media posting. Tools like Hootsuite and LinkedIn Scheduling make this process easy to do. I want to make sure that there is an understanding of "Buyer First" strategies and I encourage my team members to to build both their audience and our company audience with a request for follows. As I complete new LinkedIn trainings, I also make sure that I update my team with the latest information on Algorithms and best practices.

Before I reach out to a prospect, I follow their company and the prospect to get a better understanding of who they are and what their pain points or challenges may be. When I reach out, I try to show how we may be aligned and how I may have a solution. If I am doing a broader outreach to a group of prospects, I believe in doing A/B testing of my message before I launch a message to a brouder list of prospects. I will also use LinkedIn Navigator Smart Links in my messages to get insight on engagement.

Relevancy is more important than personalization. The difference is subtle, but distinct. Personalization is what makes a message made specifically for a single person. Relevancy is (usually) what makes a message made for a group of people. For example, someone might personalize a message by saying "I saw your post on LinkedIn about XYZ" OR "Noticed you went to X College". The problem is that personalization is usually irrelevant to the actual reason you're reaching out. Which makes it extremely hard to convert the conversation to business. Relevancy is the "so what" or the way to address the "elephant in the room" of why in the world you (as stranger) are reaching out. This is usually a concise observation of a problem.

Personalized engagement is the heart of social selling, especially within a large team. Moving beyond the generic, every interaction with prospects should feel like it’s crafted just for them. Achieving this means doing your homework—staying attuned to their social media presence, jumping into conversations with insight, and showcasing your genuine interest in their unique needs and aspirations. Tools such as LinkedIn Sales Navigator or HubSpot can be invaluable, helping you segment prospects and refine your approach to address their distinct challenges and ambitions directly. This bespoke communication demonstrates your commitment to not just sell, but to solve and serve.

I think that it is important for my team to understand that we see more engagement between individuals with posts versus companies and individuals. Therefore, encouraging individuals to push each others content and company content can create more engagement opportunities and build a larger audience.

Harness the power of collaboration in your social selling endeavors. Each team member's network is a trove of potential opportunities, waiting to be tapped. It’s not about going solo; it's about pooling your social capital to broaden your collective horizon. Encourage your team to interact with each other's content, enhancing visibility and trust. Introductions made through existing connections can open doors that cold outreach cannot. Utilize platforms like Slack or Teams not just for coordination, but to create a thriving community where every insight shared and every win celebrated propels the entire team forward. This unity not only fosters a robust presence but also weaves a network of authentic relationships.

Cuando tienes un equipo grande, construir relaciones en redes sociales es más fácil si todos están en la misma sintonía. Establece reglas claras, sé consistente en cómo hablan de la marca y usa herramientas para mantener todo organizado. Asigna tareas a tu equipo para que cubran más terreno y anímales a participar activamente. Compartir cosas chéveres y responder a los comentarios ayuda a que la gente sienta que está interactuando con personas reales. ?Así construirán relaciones sólidas con los prospectos!

I have been using the phrase "teaching" lately to explain what it means to provide value in the sales process. If you share freely what you know to be true in the context of a conversation, you ARE adding value. If you find you don't know what to share/teach, then you might need to become a better student of your industry's challenges, so you have thoughtful contributions to make to a conversation. Teaching good stuff= value.

I agree that you need to bring value to your audience. It is important to share a variety of content that creates interest and engagement. I follow the mantra of 4 business relevant posts per week and 1 post per week that is more personal, showing that I am a person outside of work. It may be something fun like a picture of my wife and me hiking in a beautiful place. With my particular market segment, I also share links to other media and science that provides validation to what we do different. I frequently tag connections in posts to intentionally create engagement and it is not unusual for me to create a post and end with "how can I help you?" in a service mindset.

I encourage everyone to think about the ways they "provide value". I believe that the only way to actually provide value is to engage in a conversation to identify a perceived problem. Many people share case studies, white papers, and resources that people don't need or ask for. We call that the "value vomit". When you share material that doesn't actually help someone you're doing more harm than good. It's great to share "value" - just make sure it's actually valuable to the recipient.

When you're working with a large sales team on social media, the name of the game is nurturing and converting those prospects. It's all about keeping that momentum and not missing a beat. Here's the deal: you've got to follow up, keep 'em engaged, and tackle those objections head-on. Use tools like Calendly or Zoom to set up online meetings or demos, so you can move prospects along the buyer's journey. And when it's time to seal the deal, tools like DocuSign or Stripe make it a breeze. The bottom line is, when you've got a big team, you want to ensure you're not just finding prospects but turning them into loyal customers. Keep the process smooth and efficient, and you're on your way to social selling success.

Social selling isn’t a sprint; it’s a marathon that calls for diligent nurturing of your prospects. Don't let potential slip through the cracks; instead, guide them with consistent and strategic follow-ups. Keep the conversation alive and kick engagement into high gear, addressing concerns and paving the way for a seamless transition from interested prospects to loyal customers. It’s all about nurturing leads with the finesse of a gardener tending to their garden, ensuring each prospect is primed for harvest when the season is right :)

Establish critical metrics—reach, engagement, lead generation, conversions, revenue, ROI—to transform numbers into narratives. Harness the power of analytical tools such as Google Analytics, Salesforce, or HubSpot to distill data into actionable insights. With the intelligence gleaned, refine your strategies, tactics, and content to sharpen your social selling edge. This ongoing cycle of measure, analyze, and optimize is the pulse of a thriving sales ecosystem, ensuring your team’s efforts are not just expended, but invested wisely for maximum return.

Crear experiencias para crear demanda ha hecho que dejemos de prospectar y empecemos a monetizar, escalando constantemente nuestra estrategia que esta basada en datos y el análisis de nuevos KPI's.

Social selling helps you to engage with audiences on their terms, positioning yourself as an industry expert who is authentic and trustworthy. Naturally, this will encourage your prospects to show an interest in you, and to see you as the go-to person for their problems or challenges.