Do you ever get the feeling you’re being stalked on social media?
Whether a person or sales automation tool is doing it, information on the Internet is readily accessible around the globe, and despite the negative connotation “social stalking” has, it’s very similar to how your neighbor that knows you drive a Toyota, have one child, and a dog.
SDRs are often looked down upon for “stalking” prospects. However, consider where your business would be today without the leads or value that “stalking” tools provide. A study conducted by Forrester Consulting on behalf of Hootsuite found that 49 percent of B2B enterprises have developed a formal social selling program, and 28 percent were in the process of doing so.
As recently as 20 years ago, SDRs were plagued by door-to-door cold calling and phone books, typically assuming businesses had a Purchasing Manager or utilized a scope of their services. Today, SDRs can take the first steps to mapping out a purchasing map within a business and identify core challenges prior to making first contact.
Before you jump to conclusions and assume that Facebook, the social giant, is the #1 tool for social selling, consider LinkedIn. HubSpot studied over 5,000 businesses and found LinkedIn was 277 percent more effective for lead generation than Facebook and Twitter.
Social “stalking” can make or break any relationship, so approaching it with a standard etiquette is important. Surely this is something they could add to school curriculum, but instead, it’s largely up to life experiences and sales leaders to pave the way for online social skills.
The best place to begin? Assess current social selling practices within your business. From there, collaborate with your SDRs and recognize the current method’s successes and shortcomings, then define your target audience and demographics to identify which social media platforms best suit their needs.
Facebook Social Selling
Facebook is a social engagement tool, not a business development tool, unless you sell fishing gear and you want to make sure your prospect enjoys fishing.
Instagram Social Selling
Instagram has been a prime discussion in the Human Resources office more than once. It’s a great connection tool for friends and family, not so much for business. However, it can give you great insight into your demographic’s habits and interests!
Twitter & LinkedIn Social Selling
These are both positive and professional social selling arenas, although LinkedIn is better for lead generation. These platforms help eliminate the “cold” factor when reaching out to a prospect.