SRight now, selling is a challenge. We aren’t travelling, we aren’t attending conferences, and we aren’t meeting face-to-face. Building trust and relationships is a challenge in a digital-only world.
Let’s be honest too, no one sees something on social media or online and clicks and buys it immediately. At least, they rarely do. Experts say that it takes 5-7 touch-points for an ecommerce sale to happen. So if someone needs to do research before buying something small like a new TV, maybe shop around for a better price, or check out what people have said about it online, imagine how much more difficult that is when the purchasing decision involves multiple people and a typical 6-12 month sales cycle.
That’s why social selling is one of the most important tools a salesperson can have today.
Knowing how to:
- Grow and nurture a strategic connection to the right people
- Become and remain visible to your pipeline of existing and potential customers
- Build credibility as a subject matter expert.
- Stay 1 step ahead of your competitors.
- Know the etiquette of how and when to do outreach to a potential customer.
- Understand what tools are on the market and can help you do your job faster/better.
- Elevate your companies’ brand by helping their visibility.
- Measuring your ROI so you know that you are doing it right.
The aim is personal brand growth with an end-goal to building visibility and nurturing potential strategic leads. It isn’t a one and done methodology, it does not happen overnight, and it IS an artform.
ZoecialMedia manages over 50 LinkedIn accounts for C-Suite execs at companies like Deep Instinct, Amdocs, Plataine and more. We will teach your salespeople how to strategically grow and nurture their sales leads. Fast becoming the most important skill in a salesperson's arsenal.
Read more here: 23 key social selling facts you need to know in 2020.
In many areas of the world, most businesses have closed their doors aside from pharmacies, supermarkets and other essential companies. With the lack of air and road traffic, reduction on factory productivity for lack of workers, canceled events and more, this offers the world what can be seen as probably the only positive side of the Covid-19 pandemic — the impact on carbon emissions.
It all began with the drastic reduction of gas emissions in our largest industrial country — China. Now, the trend continues throughout other regions as countries one-by-one take action to shut down activity in a panic to stop the spread of the virus. Unfortunately, while the current effect of the virus on our environment offers our atmosphere much-needed relief, history only proves that it will only be a short-term break.
As the owner of a social media agency I spend 15–20 hours a day looking at social media feeds, analyzing data, and making strategic decisions for my clients relating to their brand and social media. We are admins on over 200 social company pages and manage at least 50–60 Linkedin profiles for senior C-suite level executives. And, here is what I am seeing and my advice for what is happening right now on social media, what it means for you and how to continue using it in times of pandemic.
On company profiles: Companies have really pulled back and are either: Trying to post content directly related to COVID-19, tying their products into the pandemic, or only posting educational content. An admirable trend is companies offering their services for free or at huge discount, like this one from NICE, to move contact center agents home within 48 hours and for free:
Voice of the People: Employees and individuals are taking a real stand and shining here, speaking up, having a voice and showing they care. Some are sharing their best practices and tips, many are showing empathy, some are crying out for arms to get large organizations to help financially. Whatever they are doing, it is loud and proud and about time.
Promoted Content: Whereas once my LinkedIn feed was 20 articles/1 promoted item, it is now 5 articles/1 promoted item. I guess all those unspent $$ from loss of travel and ability to attend and market at events has been shifted to promoted content. What this means for you is that you need to speak to an expert about how to maximize the ROI from your paid content. I reached out to Yoel Israel from Wadi Digital and asked him a few poignant questions for you and here’s what he had to say:
Bottom line is that paid campaigns to get out there and reach audiences you cannot reach because we are all stuck at home will become more and more relevant in the coming months. For businesses, it is smart to get professional about it, for those stuck at home out of work — quickly start self-learning there is a shortage of good PPC and lead-gen workers out there and I am sure agencies will snap you up for remote work. Also for e-commerce as more and more people are trying to sell online today, this is an essential skill to have. You can sit at home and make money on drop-ship, and as an affiliate sales person. Although note that right now even Amazon are cutting back, so don’t expect to be making money right away, rather use this time to become a top digital sales person. Here is a great resource for self-learning PPC: https://business.linkedin.com/marketing-solutions/how-to-advertise-on-linkedin
Humor: Not everything right now is doom and gloom — many people are effectively using humor to pass through this unprecedented time, you can also do it as a brand. It is OK if done tastefully. Look at this great video posted by Lightricks:
Cadence: There is no need to stop social media, or even necessarily to pull back, rather just make sure that the following rules apply to any piece that is posted:
Feel free to share your experiences below in the comments or ask me any questions:
Companies keep approaching us to ask how to optimize social media for talent acquisition. They are not talking about those pesky "we are hiring" job posts that you see every day. They are talking about employee brand and brand awareness to make them seem more attractive to potential employees and for the purposes of retaining existing employees. The thing is, there is one very very important thing ALL companies need to be doing to leverage social media for talent acquisition, and most are NOT doing it!
The most important resources that you have at your disposal for social media are the people who currently work in your company. If you are not leveraging them, not just with introduction bonuses, but through brand awareness and story telling. Then you are missing a very important channel for talent acquisition.
Most companies spend a fortune on 3rd party tools, such as on Linkedin jobs or life pages trying to optimize the visibility of their hiring needs. Not only that, the most active members of staff, on social media, are normally only the HR people. But an HR person, even with the best intentions, can only reach so far into the digital world. Companies forget that the people who work for them are the best brand ambassadors that they have. When a devops team lead shares that the company is looking for new people, he or she is more likely to have a network of relevant connections, than the HR personnel. Especially, if they share more than just a "we are hiring" post and actually leverage social to tell a story about the technological advances of the company or great reasons why it is a good company to work for. Employee pride says a lot more about a company than all the thousands of $$$ spent on paying linkedin to host a JOB or LIFE sections on Linkedin.
We recently helped 2 companies with different talent acquisition "pains" look at how they could optimize social media to tell a better brand story, using their employees. We not only brainstormed the messages that we thought would help them "sell" those open positions better. We looked at who to leverage in the company and how those advocates could help drive better quality and more visibility for their brand and specifically for open positions.
One company with over 20,000 employees, just by recruiting several hundred advocates has managed to drive 20 times more applicants to their jobsite than before. Another company with 6,000+ employees, of which only 1,500 are active advocates, has managed to double all social engagements YoY.
It speaks volumes that the posts that are winning our 20K employee client more engagements and click-throughs than any other posts, are the ones that highlight employee success, showcase reasons why the company is a great place to work, and even show the fun side of the company.
So how can businesses face this challenge? Here are three things we recommend that you can do right now to implement a successful talent brand on social media.
1. Strong Social Media presenceWhy does a strong social media make a difference to potential new employees? It is likely future employees will do online research on your company to view if the company offers work-perks, learning opportunities, benefits, and showcases positive employee-employer relationship.
Being transparent and active on social media shows that the company is advanced and not scared to move towards the future. Showcasing real people and real stories is a great way to leverage your successes and entice new employees. At the same time, involving your existing employees instills a sense of pride in the workplace and the contribution they make, making them more likely to stay the distance.
What to implement: Increase day to day social media posting and story-telling, not only job postings.
2. Showcase Company Perks/BenefitsPotential employees want to see that the company offers above and beyond what other companies in the same field offer. This includes things like training, advancement opportunities and free perks like travel and meals. Some of the things our clients have implemented include once a week sushi lunch for all employees. Career learning and advancement opportunities etc...
3. Positive Employee Advocacy - tell stories through the eyes of your employeesHaving your employees share company posts/news will show that your company is involved with their employees. Shows potential employees that the current employees enjoy working at your company and that they can enjoy it too. The more employees share/like/comment the companies posts on social media, the bigger/wider the reach will be. Use your employees to be the "stars" in your social posts. Highlight their successes and impact on your clients.
What to Implement: Have your employees share on their own social media accounts a positive experience they had with your company. This will show other companies/potential employers a real feel of your company. The employee with the most likes/shares/comments receives a reward.
Summary:The people who work for you are your best path to people you want to have work for you. Telling your brand story on social media and having these people share it opens you up to a much wider audience and will ultimately help you to identify and employ the right people much faster.
Do not be afraid to use social media for this avenue, trust us, you would be surprised if I could show you the actual results of who is looking at your page on social media, what demographics they are in and how they are engaging with your posts. Many of them are potential hiring candidates and NOT the analysts, journalists and business partners you WISH were engaging with your social brand. Although they are there too. But I will leave you with this one thought. If you are pushing a positive employee brand on social, for the purposes of talent acquisition, using the best practices we have mentioned above... and... an analyst or potential customer sees these posts. They won't shy away from your product and not take you seriously, AFAIK, they will probably be more impressed at your pride and transparency and curious to work too with a company that takes such pride in its' people and work. Now that's brand positivity!
ZoecialMedia is a social media creative agency. We will help you face any challenge on social media and create a strategy and creative plan to leverage your digital channels for more brand visibility and credibility. Speak to us about a no-obligation audit of your social channels. www.zoecialmedia.com
As you can see we have updated our branding and website!
We have chosen the colors blue in combination with yellow to our new style a fresh and bright look.
The color blue gives a feeling of trustworthiness, and many financial companies choose the color for their branding. Which companies do you think of when you think of the color blue?
The color yellow gives a happy feeling. It reminds us of the sun and summer! We feel that the combination of the two colors perfectly captures our identity.
For the logo we have chosen a speech bubble. It reflects our desire to help companies share their message in the best possible way through Social Media.
We hope you like the new look and feel!
This week Facebook updated their app to include a button down at the bottom of the screen for their new Marketplace feature. Now people and small local businesses (and hopefully soon service providers too!) can sell their products through Facebook Marketplace.
Simply click on the + Sell Something button and fill in the details and add image.
Simply search by price range, distance you are willing to travel, or use the categories to filter to the products you want to buy.
Watch this short video clip we recorded for you to show you how it works >>
ENJOY! And remember, for anything social media related or to have us train you or manage your accounts, get in touch through zoecialmedia.com, @zoecialmedia.