As a company, what are some metrics that I should be looking at to see if my social media campaigns were successful, or that I'm actually get my money's worth? Right? The The challenge with measuring social media is that there's a lot of different ways of looking at that, right? So for example, you could look at vanity metrics I call them, right? So you could look at is the number of followers increasing, right? That it by itself is great, you definitely want to see your accounts grow. But it's not necessarily something that speaks volumes about the success, right, because ultimately, as a business,
what you want to achieve through social media is you want to see traction in your business. So you can gain 5000 followers, but nobody is engaging with you, or nobody's buying your product as a result. So the result is still net zero. And and so what you want to see is you want to see engagement with your audience, you want to see people maybe I'm clicking on the links that you share on on social media so that they come to specific landing pages, right? You want to see maybe subscribers to your email newsletter so that you can actually gain influence and that you can reach out to more people and hopefully convince them to buy your product or your service. And
I think ultimately, it's also about the relationship between marketing and sales.
Okay, can you talk about that a little bit?
Yeah, yeah, the sales marketing relationship is, it's really important, right. And in many companies, what you find is both departments essentially, you know, march down their own path, and they kind of run separately, okay. And at the end of the day, that's not really what you want, right? You you want sales and marketing to be one word, and you want that team to jointly understand that they're really trying to solve the same kind kind of challenges run and one is on the front lines sales team, right? The other one is trying to drive awareness, trying to get interest, right, trying to get leads. And so ultimately, marketing without sales is nothing. And likewise, so and so both teams really have to work alongside and they have to be in lockstep and this one lead the other, he said, locks, so really, they're moving together same time, I think it's, it's really moving together. And I think it's about getting a joint understanding between the leaders of both teams, okay. And so, you know, when you look at marketing and social media, or social selling, in particular, that was, to me, actually, one of the reasons why I got into social selling. So after realizing the power of social media, you know, on my personal accounts, I figured, you know, it's a great way to actually help the sales team be successful. Because if I can use social media to teach sales teams, how to build their profiles, how to build audiences, how to actually share reading relevant content, and then drive inbound leads, that is extremely helpful, right? And so that's what I've been doing for for many years. And would you say, a lot of companies aren't fully utilizing? Oh, absolutely, really, yeah, this the, this a lot of challenges in in social selling, right, and
what are some of them. So,
some are, for example, some people just really don't feel they belong into social media, right, they have never seen any success from it, they just prefer to essentially go, you know, with picking up the phone or sending an email. And unfortunately, you know, that's not how, how the life cycle of the buyer has developed, right. So the buyer today does a lot of research, right, the buyer is really shaping how the sales cycle has progressed. So wires do a lot of research online. And they speak to they speak to a lot of vendors, but only when they feel they have the right information. So for, for the sales person to actually use social media and help the buyer understand, hey, I'm an expert in this field, whether or not you end up buying my product may not be that relevant. But I can definitely share interesting information with you, you and I should talk right and building yourself that position of a trusted resource as somebody who has valuable information, that is something that's then on social media allows me to actually leverage social to gain influence in the buying process, and make sure that you think of me when you want to buy your next car, or when you want to buy a piece of software.
So the social media information out there is actually kind of guided and shaping that customer in his research, and you have to position it for them to come back to you through that path. Is that a way to say it?
Yeah, no, I think that's exactly how I would say it. And so it's a little bit backwards, you know, when you think about it, it's almost like, like, a white paper or a byline article that you read in a newspaper, and you read the article, and somebody says something really smart, and you think, and, you know, you read it, and then in the end, you say, um, that's really good, I should use that information, who wrote that, oh, this guy from this in this company, okay, I want to talk to him or her, or I want to see what kind of product that company has. And on social media, it's essentially very similar, right, you offer up information, you try to really, genuinely help. And it's really about building that relationship, being that trusted advisor and and really trying to help somebody make a step forward in solving the problem that they have, by offering up information that's valuable, how would you know what
gap in the problem you're trying to solve the gap? I mean, the information that you're missing out there in social media, how can you discover that, and what I mean by that is, say, you're trying to solve this one problem for this customer, and you've have all this social media out there. But for some reason, you're missing this one little segment right there, how do you go about discovering that that's what you're missing, right? So,
you know, again,
on on social media and using it for, for the sales process, you really have to think about, you know, where your buyer is, and what their, what their issues are, right. And so, it's entirely possible, that's that you that you miss a piece, and what I would always advise companies that I work with, is also to take smart risks, right? And so experiment a little bit, and, you know, you have to consider also, the buyer is not static, right? It's not, it's not something that is just defined, and then it doesn't move anymore, you know, trends tastes, you know, you know, all these things just shift over time. And so, you know, you also must really consider, you know, you're not a one dimensional person. Yeah, you're not just, I hope that you're not. So you have you have different interests, maybe you have, maybe you have a family, right, maybe you do sports, but so there's many different levels, how you can engage with people, and using social media is actually a great way to figure that one out, right? So, for example, Twitter and LinkedIn, fundamentally different, right, on LinkedIn, you have a much more structured and much more formal kind of conversation on Twitter. It's very conversational, right? Sometimes it's like a bar, right? And people are shouting over each other and whatnot. And so being able to figure out what is this person say on Twitter, right? What's their personality? What do they say about themselves? What are their personal opinion? And how do they represent themselves, for example, in a professional network, like LinkedIn, and what are their interests there, and then being able to strike up a conversation about different elements and different aspects of a personality that actually I've seen work fantastically in, in the sales process. Okay,
so we've talked about that solving the, for the, for the client, or the, the potential buyer, we've talked about how different social medias there's a different type of voice or feel to it, such as LinkedIn, and Twitter, what Haven't we talked about the really things important that people should know,
I would say, for, for everybody to, to get in that and really
give social media chance that that would be the first thing that I would say, because it's, I think, you know, many times people just get into social and they, they give it a shot. And then they give up. And I think there's huge potential a, from a business side, but also personally, I've met amazing people, both professionally and personally, and on social media that otherwise I never would have met, right. So that's one
I think, consistency is big, right? I see many people fail on social because they tried to do too many things at once, okay. And they tried to be on five platforms, and they tried to blog and then it doesn't work. And after two weeks, they give up because they burned out, okay, and so, you know, limiting yourself and actually doing the right thing, and consistently doing it for an extended period of time as as something else. And then the third one I would say, is probably investing in social media, both from a financial but also from a time perspective. And so from a financial perspective, in terms of
getting services that maybe cost you $50 a month, $100 a month can be really, really effective, because you get much better services, whereas some of those services, and then 30 seconds to talk about how people can contact you and your services.
So in terms of services, for example, buffer is a great tool just to manage your social media presence, right? It makes it really, really easy and allows you to stage a lot of content. So that's 120 dollars a month. That's really good investment
in this some others, right? So like, really interesting research tools.
In terms of reaching me, I have a phone number, it's 408 800
jock j ck. So that's, that is one and this website social selling later.com he say that one more time social selling later.com and yeah, I'm online on LinkedIn.
JACK, thank you for your time here today on Silicon Valley successes and we look forward to everyone next week when we bring you another episode. Thank you.
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