Social Selling Mastery by Jamie Shanks

Author:Jamie Shanks
Language: eng
Format: epub
ISBN: 9781119280736
Publisher: Wiley
Published: 2016-09-13T00:00:00+00:00

Social Engagement: Your Touchpoint Cadence

Each social platform offers a uniquely different value proposition for engagement. I find I leverage each tool in a completely different way. As an example, Twitter is great for real-time engagement with buyers on their mobile phones. I find tweets, more than LinkedIn posts, gain buyers' attention via mobile phone, but a conventional tweet offers little room for contextualizing a valuable message because you have only 140 characters. This is why I use Twitter in two ways: (1) to leverage a tweet to drive to a call to action for better contextualizing, either through a follow-up LinkedIn message or email; and (2) to leverage Twitter's direct video option that allows you to record a 30-second video tweet via mobile phone. The latter method is an incredible opportunity to leave a digital voicemail. While the purpose of your engagement could be to drive a secondary message (email or LinkedIn message), your video message would be highly contextual and unique. Twitter is imperfect and has been accused of “selling in a vacuum of thought leaders, not buyers.” I still find that its ability to reach a buyer directly is far faster than any other medium. Look at what the content buyers are sharing. Is there a valuable statement you can make on their content that will garner their attention? Better yet, is there content that you can share and mention to buyers, helping gain their attention? I think too many sales professionals and social media experts spend far too much time thinking about engagement etiquette and forget that selling is a contact sport. Any day of the week, I'd choose a sales professional who will try and experiment rather than one who hesitates because of potential etiquette.

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