Social Media ROI

Social Media Can Power Your Sales Pipeline

  |  February 10, 2014   |  Comments

A study showed that 78 percent of salespeople using social media platforms such as LinkedIn, Twitter, and Facebook outsell their peers - but why?

Recent surveys have shown the positive return on investment (ROI) of social media for sales teams. Our own data has shown that sales teams selling through their own personal social channels can outperform selling efforts through corporate-owned social channels by three times on LinkedIn and by 12 times on Twitter.

Jim Keenan conducted a study showing that 78 percent of salespeople using social media outsell their peers, but why? What are the common trends between salespeople who are able to utilize social media as a sales tool? How can social media allow you to connect deeper with your prospects, understand their business pains, and generate more qualified leads?

Think about which industries have been successfully introducing social media platforms into their toolkits. Advertising, marketing, and customer support are the obvious choices and probably the first that come to mind. These industries are active on social media platforms like LinkedIn, Twitter, and Facebook because of the potential reach, one-to-one relationships, and customer insights that are available. So if that's the case, it's not hard to make the connection between social media and the sales process. Sales is driven by the connections made and information exchanged by buyers and sellers, things that social media has proven to be highly effective at facilitating.

Social selling is simply the integration of social networking into the sales process. Social media is an additional tool that sales people have at their disposal to help them connect with customers and close deals. Successful salespeople who introduce social media into their toolkit use it to network, answer customer inquiries, and provide value for prospective customers who are actively seeking for more information on the respective industry or product they are offering.

How Does Social Selling Help Generate Leads?
Buyers are consistently going to social networks and the Internet to research any products they have an interest in purchasing. Whether you are a B2B or B2C brand, potential buyers are looking for you online. How many times have you logged into LinkedIn to see that an anonymous user has viewed your profile? For the most part, buyers have the luxury of stealth and anonymity when searching for and accessing information on products they have interest in. So it's important for salespeople to stay visible on social media so they can become a resource for potential buyers, because they are doing their research. Buyers have access to a wealth of information and aren't as susceptible to marketing messages as they were in the past. Reviews, recommendations, and general sentiment are more important than ever.

Page:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Russ Fradin

Russ Fradin is the co-founder of Dynamic Signal and a digital media industry veteran with more than 15 years' experience in the online marketing world. Russ co-founded and was CEO of Adify (acquired by Cox for $300 million in May 2008) and co-founded SocialShield. He was also SVP of BD at Wine.com, EVP of Corporate Development at comScore (NASDAQ:SCOR) and was among the first employees at Flycast (acquired by CMGi for $2.3 billion in January 2000). Russ is also an active angel investor in the digital world and is on a number of boards. Russ holds a BS in Economics from The Wharton School, University of Pennsylvania.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...