Mulligans. It’s probably the greatest invention in golf. What’s not to like about taking another shot if you didn’t like the previous one? Building relationships online through social selling is a lot like taking mulligans. You get more than one shot because it takes many shots to really analyze the results and develop a winning strategy.
Quantity Should Lead to Quality
Take the case of inbound social selling activities, which are posting, sharing or re-sharing content. Most likely, your activity is related to your professional personal brand. I am constantly amazed at the people we train who realize that when posting great content or more personable content, they get 10 or 20 times more views and proportionally more comments and clicks. That’s right — the more content you push out there “genuinely,” the more people respond in and out of your networks. A sales leader regularly sends me stats of his “Daily Thoughts” that he posts on LinkedIn. He may get thousands of impressions each time.
The most common questions I get are, “What should I post?” or “What is the best time to post socially?” Even though there are things and times that work better than others, it’s up to you to establish a practice of always checking how many views or engagement stats you get. The more you test and try (take mulligans), the more you’ll learn how your networks react. In this case, quantity brings quality. The better you play this “game,” the more your credibility index rises, which serves you well when the time and the connection is right.
Converse. Measure. Repeat.
Now, let’s talk about how this works with outbound social selling activities. Here, you should already have prospects identified on both LinkedIn and Twitter. (See the Must Dos of Social Selling to learn about metrics.) You should experiment all the time. Converse, measure, repeat. Ask your prospects questions, make clever remarks on their updates or share an article or a piece of content as a comment to their updates. The more you interact with their content the more their networks recognize them as important (their updates will be seen more), and the more flattered they get from your activity. It takes practice and persistence, but after a few times, you will be a known entity. You are prospecting with humans — behave like one and you will see results.
So, what are you waiting for? Go take some social network mulligans.
See you next for blog Number 4 as part of the 18 Ways to Master the Game of Social Selling.
About the author: Yann Ropars is the vice president of digital marketing at Miller Heiman Group. Follow him on Twitter @YannR.