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How do you measure and optimize your social selling performance?

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Social selling is the process of using social media platforms to build relationships, establish trust, and provide value to your prospects and customers. Content marketing is the creation and distribution of relevant, useful, and engaging content that attracts and educates your target audience.

Both strategies are essential for solution selling, which is a sales approach that focuses on solving the customer's pain points and challenges rather than pushing a product or service.

These are some best practices to use for generating leads and optimizing your social selling performance using key metrics and tools.

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Ritika J.
David Toushek

Founder of Everything. Revolutionizing the way companies communicate and creating the future of Everything | CommTech…
Kathleen Kuhn

credit operations at Rogers Communications

1 Define your goals and audience

The first step to using social selling and content marketing effectively is to define your goals and audience. What are you trying to achieve with your social selling efforts? How do you want to position yourself as a solution seller? Who are your ideal prospects and customers? What are their pain points, needs, and interests?

By answering these questions, you can create a clear and specific social selling plan that aligns with your solution selling objectives. You can also tailor your content marketing strategy to match your audience's preferences and expectations.

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Ritika J.
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It is about the right kind of connections. Are you connecting with the decision-makers? This can be tracked by measuring the accepted requests vis-à-vis the sent requests. Another way of measuring is to find out how many key connections does your salesperson has in each of his Key Accounts.

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Kathleen Kuhn

credit operations at Rogers Communications
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One thing I found helpful was customer surveys. It either tells us the current product design works or it tells us where we got it wrong and great information on how to change it. I strongly believe in regular customer dialog to gain better clarity on their priorities and needs.

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2 Choose your platforms and channels

The next step is to choose your platforms and channels for social selling and content marketing. Depending on your goals and audience, you may want to use different platforms and channels to reach and engage them. For example, you may use LinkedIn to connect with decision-makers and influencers, Twitter to share industry insights and trends, Facebook to showcase your company culture and values, or YouTube to demonstrate your product or service in action.

You should also consider the type and format of content that works best for each platform and channel. For example, you may use blog posts, ebooks, white papers, or case studies to educate your audience, webinars, podcasts, or videos to showcase your expertise, or infographics, quizzes, or surveys to generate interest and feedback.

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David Toushek

Founder of Everything. Revolutionizing the way companies communicate and creating the future of Everything | CommTech | Cx | Ex | Future of Work
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You can also use new and emerging technologies and platforms to reach a new or younger audience. Want to reach GenZ, you're not going to find them on Facebook. Want to reach seniors, you're not going to find them on Twitch.

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Kathleen Kuhn

credit operations at Rogers Communications
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Videos and podcasts will allow you to grab your target audiences’ attention with short, simple and concise information on why they need your product or service . Your story on why you got started is key. Appearing on other SME’s podcasts or videos adds value by giving your audience deeper insight and perspective which leads to their buy in. It also helps to get celebrity endorsements. For example , seeing a relatable story like a famous sports star using your product or service to win a game or improve their performance. Seeing someone who looks like you and lives similarly to you and hear how their life got better.

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3 Create and share valuable content

The third step in your social selling and content marketing journey is to create and share content that is relevant, useful, and engaging for your audience. This content should demonstrate your solution selling skills and abilities, such as identifying and addressing your audience's pain points and challenges, providing solutions and benefits that match their needs and goals, establishing your credibility and authority as a solution seller, building rapport and trust, and encouraging them to take action or contact you. To ensure your content is seen, you should share it regularly and consistently across your platforms and channels. To make this easier, you can use a content calendar to plan and schedule your content creation and distribution, as well as tools like Buffer, Hootsuite, or Sprout Social to automate and optimize your social media posting and management.

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Cheryl L. N.

Enterprise Experience Management @ Qualtrics | Unconscious Bias, Inclusive Conversations
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I think the biggest challenge is social selling is companies have everyone doing it so there is a lot of repeat content and becomes like a commercial that is tuned out.

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4 Engage and nurture your leads and referrals

The fourth step in your social selling and content marketing efforts is to engage and nurture your leads and referrals. Rather than viewing them as mere numbers or transactions, you should treat them as relationships that need to be developed and maintained. To do this, you can follow up with them promptly and personally, provide additional value and support, ask for feedback and suggestions, invite them to join your email list, webinar, or event, and request referrals and testimonials from satisfied customers. Additionally, you should use a CRM \(customer relationship management\) system to track and manage your leads and referrals. This system can help you organize and segment your leads and referrals, monitor and measure your interactions and conversions, and automate and personalize your communication and follow-up.

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5 Measure and optimize your social selling performance

To measure and optimize your social selling performance, you should not rely on vanity metrics such as likes, shares, or followers. Instead, focus on metrics that reflect your solution selling goals and outcomes, such as lead generation, lead conversion, customer retention, customer satisfaction, and customer advocacy. To track and analyze your social selling metrics and performance, you can use tools like Google Analytics, HubSpot, or LinkedIn Sales Navigator. Additionally, tools like Ahrefs, BuzzSumo, or SEMrush can help you research and optimize your content marketing strategy and SEO \(search engine optimization\). By doing so, you can identify and improve your strengths and weaknesses, test and experiment with different strategies and tactics, and optimize your social selling and content marketing ROI \(return on investment\).

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Kathleen Kuhn

credit operations at Rogers Communications
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If your initial ROI is lower than expected , talk to your customers . It will provide you the roadmap to improve buy flow rates

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How do you measure and optimize your social selling performance?

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1 Define your goals and audience

2 Choose your platforms and channels

3 Create and share valuable content

4 Engage and nurture your leads and referrals

5 Measure and optimize your social selling performance

Solution Selling

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