Social selling is not a one-time activity. To make it work and reap the benefits of building an online network and finding business opportunities, it takes commitment. You need to check in on a regular basis to see what people are talking about and connect with people when you have something to share that will help them solve their problems.
Don’t know where to start? Don’t worry — we’ve taken care of that for you. Here is a list of the 13 activities of social selling you should do on a regular basis:
- Update your LinkedIn profile monthly by adding media or other pieces of information that are relevant to your prospects.
- Craft 30 in-mails per month. Make sure they are personal, relate to the person you’re contacting and add value.
- Share 3 articles per week of either owned content, something you write yourself, or an article from other sources within your company.
- Reply to 12 tweets from prospects per month. If your prospect is an Instagram fan, do it there. Asking questions is the best way to engage.
- Respond to 12 updates on LinkedIn made by your prospects.
- Engage where your customer is. If they are on WeChat in China, engage there. Same goes for Instagram, Facebook, Pinterest, interest communities or in a LinkedIn group. Engage where they post. Social selling is about building trust to support your efforts.
- Add 10 prospects a week on Sales Navigator. Engage when you receive a trigger event, such as a job change or an article alert.
- Continuously curate private Twitter lists. Add five prospects per week to your targeted account, and track industry and event hashtags. Track stock symbol ($ instead of #) in TweetDeck or Hootsuite to stay aware of publicly traded companies.
- Say “hello” to 20 prospects each month by providing industry insights that add value (the Christmas card approach is so 1990s…).
- Like or share content from your networks. Content can come from your company, colleagues, customers or prospects
- Check your SSI index if you use Sales Navigator and check the number of views you get with each of your posts.
- Check analytics.twitter.com to understand impact of what you share on Twitter.
- Use bitly.com or other shortening services to measure clicks and impression on the links you share (if your company doesn’t have an employee advocacy software).
And for an added bonus, add your own best practices. Start by asking your colleagues what works for them.
About the author: Yann Ropars is the vice president of digital marketing at Miller Heiman Group. Follow him on Twitter @YannR.