SOCIAL SELLING ON LINKEDIN. HERE’S HOW IT’S DONE

If you’re an entrepreneur in 2018, then you have probably come across the term “social selling” more than once. Social selling is basically the art of making use of different social networks to locate, connect, decipher and nurture present and future sales prospect. In the lay man’s term, it is just the modern way of developing and maintaining meaningful relationships with potential customers to ensure they keep your brand in mind when they need a related service. 

With the advance of various social media platforms, social selling has become a necessary tool used by a large number of entrepreneurs to showcase their brands and increase their clientele. In this post, we will shed light on social selling on LinkedIn and how entrepreneurs can get involved in the trend.

Why social selling?

According to Forbes, about 79% of entrepreneurs who make use of social media for sales outperform those who don’t. Also, Kissmetrics states that brands who actively use social selling as a sales strategy have encountered a 10%-20%-win rate over those who don’t. These stats just highlight the reason why the knowledge of social selling is important to any entrepreneur who wants to dominate in his/her niche.

Social Selling on LinkedIn

LinkedIn is one of the most commonly used social media platforms by entrepreneurs all over the world and it has more or less become the most effective channel for social selling as it connects a lot of brands and potential clients together in a very professional and targeted manner. LinkedIn helps entrepreneurs build a professional brand by focusing on strong prospects, engaging with insights and building strong and trusted relationships with their clients; all of which are necessary tools for successful social selling. 

Here’s our Brilliant social selling strategy for LinkedIn

To effectively tap into the social selling market on LinkedIn, you need to follow a recipe to get the best results. Based on my expertise and extensive research of course, I have devised a 4-step recipe that will help you get in on this trend and succeed through it.

Take the time to Optimize your profile

The importance of a fully optimized LinkedIn profile cannot be overstressed as it is one of the major factors prospective clients base their judgement of your brand on. So, it’s time to discard the old CV-style profile and begin to work on optimizing your profile to let your clients know that you are truly an expert in your niche and not just a salesperson.  This might be achieved by creating more value in form of content, images, engaging in discussions and offering solutions to problems etc. and be sure to sound less promotional as it is a turn off for potential clients. 

Identify your most active prospective clients

LinkedIn has filters in place that helps you find and connect to active potential clients. if you realize that most of the connection requests you send are ignored, then maybe you’re focusing on users that are not very active. Make use of the filters and talk to the audience that is listening.

Have real and authentic communication

Although LinkedIn is a highly professional network, it always helps to remember that you are communicating with other humans and not robots. When you meet potential clients in real life, you don’t just throw your business card or flyer on them right? instead, you take the time to ask about their day and build a relationship first. This is the same way you should communicate with your potential clients online instead of just promoting your brand immediately you “meet” them. 

Although LinkedIn might seem a bit time consuming, it has proven to be highly useful for entrepreneurs over the years especially with the new updates in place. By making the most of the platform and with the tips discussed in this post, you will solidify your brand in your niche and begin to experience an organic flow of sales. Remember to put the client’s value at the top of your priority list, offer solutions, establish trust and the art of social selling will become incredibly natural to you and your brand. Good Luck!

CURIOUS ABOUT THE GDPR PRIVACY LAW? HERE’S HOW IT MIGHT AFFECT YOU!

If you are a business owner in the UK and Europe, then you have probably heard of the newly implemented GDPR privacy law. Maybe you didn’t pay much attention to it the first time; but, not to worry, we’re here to tell you all about it. 

So, what is GDPR?

The General Data Reproduction Regulation (GDPR) has existed for decades in the EU. Basically, it is a law drawn up to strengthen and increase the data rights of all EU residents. It also marries all preexisting data laws together across all states in the EU; thus, making it highly identical. Enforced on the 25th of May, this law creates the possibility of organizations to be fined for misuse of data and brings transparency to people on what different organizations are using their information for.

How does it affect me?

This law is definitely a source of concern to many business owners as it directly affects some, if not all of their digital marketing strategies. As an updated version of the Directive for Data protection from 1995, this new regulation restricts the use of customer’s personal data by business owners. This update was created in the bid to give citizens a better grip on their personal information and full control over who uses it and how it is being used. 

What impact does it have on my marketing strategies?

Well, you might have to tweak your existing strategies a little bit...

With this law effected, you will need to have a rethink on the different ways by which you handled the marketing communications for your business in the past. For instance, if your company is heavily invested in Email marketing, this law will have a dramatic effect on your mailing list by shrinking it by 60% or more, what’s more? You could also be faced with compliance fines from different angles. 

You will need full consent from clients before you can use their information in any of your marketing activities. This might lead to a need for a complete revision or change in marketing strategies as you will need to show potential clients reasons why you deserve to use their data.

Okay, you can relax, it’s not all bad news!

The GDPR law seems to be quite burdensome for business owners. However, on the upside, there are certain benefits of this law that a lot of people might find interesting.  

  • Cleaner and safer data
  • Higher click-throughs and open rates
  • Valuable relationships with customers
  • Higher customer-client engagement

This law might reduce your mailing list by more than half but it increases the number of active customers as they make a conscious effort to subscribe and be engaged in your brand. 

Will it affect my LinkedIn? 

To a great extent…yes!

As a social media platform that is public for all, LinkedIn becomes the controller of Data and is responsible for the full enforcement of the GDPR law. This means that the site will ensure data security and communicate to users the exact ways in which their information will be used. Also, if a member of the platform decides to take data off, he/she becomes the controller and is responsible for compliance with this law. 

However, from the users’ perspective, the GDPR law will not affect the daily use of LinkedIn. Even though your active marketing communications will be curtailed to a certain extent, your overall activity on the platform will not be affected. 

Just a Quick tip: Even as this law might have a somewhat adverse effect on your marketing at first, you should use the time to make moves to expand your business network and interact with more potential clients and contributors in your niche. This will definitely be of great value to you in the long run.

The GDPR law is here to stay and although it might seem designed to protect the interest of clients more than business owners, it is created to enhance online activity to a great extent and is therefore a welcomed development.

YOUR LINKEDIN PROFILE IS CRUCIAL TO THE SUCCESS OF YOUR COMPANY; HERE’S WHY!

As a CEO or business owner, the importance of social media to your brand cannot be overstressed. We live in a digital era where everything happens online at a very fast pace, this is the main reason why you should take advantage of these trends and use it to the benefit of your business. 

There are a lot of social media platforms available today but for business owners, LinkedIn is definitely one of the platforms you should place a large amount of your focus on. In this post, we will tell you why LinkedIn is important and how you can make it work for you. 

WHY DO I NEED LINKEDIN?

With over 500million users, LinkedIn has grown over the years, offering new and exciting packages and offers for business owners. There are 3 main reasons why LinkedIn is of great importance to your business. 

1. BUILDING YOUR PROFESSIONAL NETWORK

LinkedIn will help you build and maintain your professional network beyond your present level. It connects you with other business owners in your niche and keeps you abreast of the new trends in your industry. It also helps you remain in contact with your colleagues and friends. This platform is great for marketing and recruiting as it helps you streamline your contacts and search to your desired audience ensuring that your strategies or ads reach the right people at the right time.

 

2. ESTABLISHING YOUR BRAND

Through LinkedIn, you will separate yourself from other businesses in your niche and your audience can get to see what makes you stand out from the rest. It gives you the freedom to sell the story of your brand however you may want to help you connect to your audience on a deeper level. 

3. ATTRACTING NEW CUSTOMERS

LinkedIn serves as a great platform by which you can upload inspiring content and spread the vision of your brand. This platform widens your reach and ensures that potential clients are exposed to your business 

HOW CAN I PERFECT MY LINKEDIN PAGE?

Now that you have known the benefits of a LinkedIn profile, the next step would be how you can use the tools this platform offers to your advantage. 

FIRST, YOU HAVE TO PAY ATTENTION TO YOUR COMPANY PAGE

Your Company profile on LinkedIn is the heart of your business on social media and definitely determines the success of your marketing strategies to a large extent.  You have to pay great attention to the set up and branding of your professional LinkedIn page and ensure that whatever content you put up are inspiring and attractive to existing and new customers. This page can also carry your new products or services and company updates to ensure your customers are well informed of any developments. 

 

YOUR PERSONAL PROFILE AND THAT OF YOUR EMPLOYEES ARE EQUALLY IMPORTANT

Your personal LinkedIn profile and that of all your employees have to be in perfect sync at all times and carry the same brand messages, goals and vision. Your employees have their circle of LinkedIn contacts which are possibly laced with potential clients so you have to ensure their profiles sell your brand just as much as yours do. 

GET PROFESSIONAL HELP

Managing your LinkedIn profile amongst other tasks can be quite demanding especially if you are not conversant with the workings of the platform. In this case, you have to get professional help from experts like Winger consultancy who understand the workings of LinkedIn perfectly and will setup, support and manage your account while you focus on other things. 

In conclusion, LinkedIn is definitely the way forward for CEOs to get their businesses out there on social media and with this post, we are certain you will do so with ease. Good luck! 

Align your sales and marketing departments in 5 simple steps

These days, nearly all the information your prospects need in the procurement process can be found online. At the moment, about 60% of all sales in B2B takes place online and, as a consequence, prospects are in contact with the sales department much later in the process. Therefore, the roles of the marketing and sales departments towards the customer change. In the article below, I’ll give you 5 smart tips how to align your marketing and sales departments and deal with this phenomenon.

 

1.   Chart the customer’s journey

Do you know how your customers buy? By charting the customer’s journey, you get a clear view of the procurement process in your market. To be able to chart the journey, you have to dissect the different phases of the procurement process. So you know what online or offline channels the customer uses to obtaintheir information. For this, you can use the knowledge the sales department has onthe customer.

By joining forces with the sales department in determining the customer’s journey, you elicit commitment from Sales and create a common vision. By sharing knowledge and awareness, both departments will get inspired to come up with successful marketing strategies. Is it conducive to organize webinars or is it better to send out the true and trusted newsletters? And, if so, which subjects would be desirable in that case? The answers to these pivotal questions can be found in the information you gathered during the procurement process of your prospects.

 

2.   Provide the right content every step of the way

Almost 95% of all B2B buyers choose their supplier based on the content the seller presents. That means they choose the supplier who furnishes the right content at the right time in the procurement process. When you’ve charted the customer journey, you have to then give the right information at every step of the process. Also at this stage, the sales department can provide crucial information about your customers to help you optimize your online and offline content. This is because sales representatives need to have every tool and all information at their disposal to serve the client well when visiting.

 

3.   Define a good lead

 What do the marketing and sales department mean by a qualified lead (Marketing Qualified Leads vs. Sales Qualified Leads)? When does Marketing think it’s appropriate to turn over a lead to Sales? As it turns out, marketeers and sellers answer this question very differently. And, what’s more, this difference causes Sales to waste 50% of their time following up on leads that ‘lead’ nowhere. The sole fact that someone subscribes to a newsletter, shares an infographic, or downloads a whitepaper doesn’t mean the sales department should immediately contact that person. So instead, have the two departments compare notes on what makes a good lead.

 A clear definition of a good lead admittedly leads to fewer but in the end certainly better leads, which eventually makes it possible for the sales department to gain better results. But the most important outcome is that the customer gets served better. This what you call a win-win situation.

 

4.   Review all results

Review the results of all the marketing activities and the followed-up leads in close cooperation with the sales department (and all other sales channels). For instance, what were the conversion rates of the most recent marketing activities? And, how many of the leads were actually contacted and what were the results? Keep in mind, however, that it remains important to keep an eye on the non-productive leads as well. This way, a marketing team will not only be more motivated but will also see the different problems the sales department is faced with and vice versa.

 

5.   Involve Sales in developing marketing plans

Due to the changing procurement behavior, it is important that Marketing and Sales cooperate well nowadays. So, let Marketing and Sales synchronize their activities at monthly meetings. Consult with Sales in all phases of the planning of campaigns, and discuss ideas, goals, and needs of future as well as existing customers. This way, you create a shared vision and common goals. This results in more commitment and trust between Marketing and Sales, and, with that, in improved cooperation, which in turn leads to better company results.

 

Join forces

With the tips listed above, you can easily align your marketing and sales department and have them cooperate better. And the results? Companies that show good cooperation and close alignment between the marketing and sales departments have a higher turnover, a better team spirit, achieve better customer satisfaction, and manage to attract more customers. The result, therefore, is not only better cooperation between Marketing and Sales but also better (company) results and more customer satisfaction. And all that merely because of joining forces!

 

Need help with this kind of project? Contact Winger, and we’ll help you strategize.