Ian Moyse, a well-known sales leader who has a huge social media presence and was recently rated 2016’s # 1 social influence on cloud, and # 1 on ITSM, Ian has been featured in many social selling leadership reports and has advised many businesses on how to play the social media game.
When used correctly, social media is a very effective method for reaching a wider audience. How can you ensure you’re taking full advantage and are using the right platforms and methods to drive the best results?
Here, Ian shares his tips on how to expand your social media presence.
1. What to consider
Influencing buyers – With 75% of B2B buyers using social media to research a vendor (IDC) and 57% of the buyer’s journey being done before a sales rep is contacted (CEB), the power of social really has evolved. Ian points out that even incremental decisions are being made, based on content shared through social media. ‘That wouldn’t have happened even 10 years ago,’.
Transparency – The buyer and influencer dynamic has evolved – anyone now has the ability to find out everything about, you, your brand, your products, what others think of you. It’s therefore, more important than ever to portray yourself in the best way possible, across any mediums where potential customers may find you, in order to sway their buying decision.
– It’s not enough to just want to be a part of social media because you’ve heard it’s ‘good’, you need to think about what it is you want to accomplish and where you want to go. Possible goals could be; to generate leads, to appear more established than you are, to gain a wider regional reach or to be seen as a thought leader.
2. Who is your audience?
After you’ve identified your goals, you then need to consider who the audience is that you want to reach.
Customers – End customers
Channel partners – Spread your message onwards to their customer base.
Analysts – To become recognized in your field
Journalists – To create an online buzz and get your brand out there
Influencers – To improve the reputation of your business
3. How do you engage with your audience?
What a lot of thought leaders do is they re-post their content, to do this effectively, however, you need to have a wide content library. As Ian says ‘What are the chances your audience are going to see it 50 times’?
Ensure you’re also setting aside time to respond to comments and shares and building that trust through interaction.
Social media’s open 24 hours a day, so posting once a day likely won’t be enough to grab your audience’s attention.
At the same time, social media is called ‘social’ for a reason. It’s all about communicating with your audience and starting up conversations, and these relationships need to be constantly nurtured to keep them interested, whilst also encouraging engagement.
Establish a mix of good content you can re-use, and perhaps post your blog content twice a day, each day, at different times, across 2 weeks. You want to have as many people as possible see it, engage with it and share it on to their audiences. Using a social automation tool will enable you to schedule these in advance to go out at varying times.
4. How do you grow your audience?
Focus – Don’t be fooled into thinking you need to be on all social networks. Instead, focus your efforts on a few social networks suited to your industry.
Take advantage – Hashtags, keywords, Twitter lists, LinkedIn Groups – all of these are great ways to help attract your audience’s attention. I would highly recommend conducting social listening to see how others are using these effectively.
Social Selling – As Ian says, people talk to people. To do this, you need to take advantage of your sales people and give them training on how to use their social media accounts effectively, for building relationships and engaging with prospects.
Thought leaders – Do you have influencers, senior level employees or experts in your field that you could be leveraging on social media? This is also another great way of increasing your social media presence, building trust and adding a more human element to your messaging.
In addition, here are some great tools which Ian recommends to help improve your social media performance and efficiency:
Fiverr – Creative marketplace for finding digital services such as creating great profile imagery and social animations cheaply
Ezgif – Converts videos to GIF’s to make content and bit more social media friendly.
Social media automation tools – To schedule relevant posts to your audience all at once.
Commun.it – A tool to analyze engagement on Twitter & Facebook and to help you re-engage
The main trick is to constantly look for small gains and try to keep up to date with the advancements.
To do this, you need to take advantage of your sales people and give them training on how to use their social media accounts effectively, for building relationships and engaging with prospects.
Influencing buyers – With 75% of B2B buyers using social media to research a vendor (IDC) and 57% of the buyers journey being done before a sales rep is contacted (CEB), the power of social really has evolved. Ian points out that even incremental decisions are being made, based on content shared through social media. – It’s not enough to just want to be a part of social media because you’ve heard it’s ‘good’, you need to think about what it is you want to accomplish and where you want to go. Using a social automation tools will enable you to schedule these in advance to go out at varying times.
” I’m constantly looking for ways to make social media that bit easier for myself or ways to make me look a bit more professional – it’s all about those 1% gains, they all add up.”