How do you use Social Media in your day-to-day Sales Efforts?

This question was recently posed to me. I use Social Media for 4 things: awareness, intel, outreach, and engagement.  

As I do with everything else, the first questions I always ask are strategic in nature:

A. Why am I interested (or not interested) in using Social Media? (Simon Sinek's, What is our Why?)

For me the answer is I am interested in using social media because it extends the reach I have with the networks I'm in.

B. What results would I like to achieve from any campaign using Social Media? (I'm a huge fan of Stephen Covey, Begin with the End in Mind)

For me the answer is that I have been able to link additional gross revenue and higher client retention rates from the use of social media.

C. How am I going to measure the effectiveness of my campaign and how often should I review to see if I need to change course? (If I can't measure it, I can't manage it. And if I can't manage it, I'm not going to waste my time doing it)

For me the answer is that I review campaigns every 90 days to see if there is anything that we can do better.

D. Based on some of the answers above, what various social media platforms will connect me with the people that I want to connect with?

For me, I primarily use LinkedIn and Sales Navigator. Here is how I use LinkedIn and Sales Navigator:

1. I entered all our clients and tagged them as customers. 

2. I entered all the qualified prospects I could find and saved them as leads. 

3. I set up automatic searches that I get weekly emails about CFO’s, Controllers, or other senior accountants that start a new job. 

4. A hand-written congrats note goes out to each congratulating them on their new role and saying “we look forward to supporting your future success.” 

5. I share with my trusted advisory group of recruiters, commercial lenders, auditors, and a few other folks that sell to Accounting types so they know who moved. 

6. If I have anyone that I’m currently trying to help find a new job I share their old firm with them so they can see if there might be an open opportunity there. 

7. I “like” and “share” content that my saved leads, clients, and referral partners post. 

8. I post upcoming speaking engagements or other events I’m either speaking at or attending to drive additional attendance and awareness. 

9. I post after the event, saying thanks and “tag” several people and their company so more people will see the post. 

10. I upload the presentations to slideshare and then link it back to my LinkedIn account under “projects.” 

11. I ask for people to provide written recommendations on the speech or event that are then included in my profile. 

12. I try to be a cheerleader and help sell other people’s services by putting posts about them and what they do. 

13. I read various magazines and post thought leadership/articles and tag those who I think are relevant. 

14. I answer a number of posts from helpareporter.net and other news sources so that I can be quoted in other articles and then link those back to my account. 

15. I share all our events we have and the other posts that come out on a schedule from our marketing dept. 

16. I read posts for intel on prospects or clients and use that to offer additional services or products to them, such as a client was looking for a Power BI report developer. I called the CFO and said the HR group was posting for this role and said that I’m happy to sell Power BI report packs that we already have configured and are way cheaper than an employee.

17. When someone that I am not connected with comments, gives a thumbs up, or other to some post I’m involved with, I use that to reach out and try to directly connect with them.

18. I’ve joined a number of “groups” and so I’ll post specific content to those groups that I would like to get to them. 

I’m on Twitter but I haven’t seen much good effect from it. I have friends on Instagram but I haven’t gone there. I use Facebook some but not much for business.

Since I have a dry sense of humor, I do have to say that's is interestingly ironic that I'm posting about "how to use Social Media" on "Social Media." :) HAHA! However, I hope that this article is beneficial in your efforts to determine if and how you might want to incorporate it into your business, marketing, and sales strategies.