When attempting to complete any task for a given industry, whether that’s construction or jewelry making, it’s important to have the right tools for the job. A Goldbach Interactive study shows that in the social space, there are over 300 social media monitoring tools worldwide. And, according to Brandwatch, in 2014, 60% of businesses anticipate increasing usage of these tools. Social media tools are no longer “nice-to-have” items; your team needs them if they want to succeed in social selling.
You know you need to pick the right management tools to ensure your sales team’s social selling efforts are as effective as they can be. According to KISS Metrics, the metrics included in a social media monitoring tool is the #1 thing sales directors use as a deciding factor. But coming to this decision can be a challenge.
WHY YOUR SALESPEOPLE NEED SOCIAL MEDIA MANAGEMENT TOOLS
A big part of sales is keeping track of your team’s sales performance. The same goes with social selling. Having the appropriate metrics in place to measure, record, and analyze data is essential for figuring out what social media strategy works best, what areas need improvement, and what plans you should be making for the future.
Built-in metrics allow you to see information about how many times people have retweeted a tweet from your team, liked a Facebook post, or commented on a LinkedIn update. You get the idea. But that’s not all these metrics can do for you. They can also show you which posts are getting the best response and the most conversions.
With this information in hand, you can begin to tailor your social selling strategy to fit what works. You don’t have to guess or take a shot in the dark anymore. The right social media management tools make sure of that.
What Tools Should My Sales Team Use?
The answer “it depends” isn’t going to be very satisfying, but it’s the most honest. Every sales team will have different needs so it’s important to assess them before you commit to a tool. Let’s take a moment to look at some of the most popular social media management tools available and what needs they specifically fulfill.
HootSuite is a robust tool that allows you manage social media accounts across multiple social networks including Twitter, Facebook, Google+, and LinkedIn, and it features “apps” that you can add to the platform to manage additional sites like Tumblr. At the enterprise level, HootSuite is a solid solution because it allows you to manage a full sales team all within a single dashboard.
Though you can add multiple social networks to TweetDeck, it’s really best suited for managing Twitter accounts–as its name would suggest. You can schedule posts, add images, search for relevant hashtags, and set up dedicated columns for each search related to your industry. This makes monitoring the social space for talk about your brand a snap and makes it much easier to engage with prospects when they are at the appropriate point in your sales funnel.
This social media management tool is designed specifically for businesses and makes it easy to establish your company as a social business. It makes it easy to monitor engagement across a variety of social networks, publish and curate content, manage customer relationships, and review analytics–all things you need if you want to succeed at social selling.
Buffer is relatively new but it packs a powerful punch. We tend to think of it as a good complement to a larger social management tool. What Buffer does, it does well. It allows users to add a share button to their web browsers, which can be clicked on any website or blog post. This opens up a window where the post title and URL have automatically been entered and you can add additional info as you see fit. What’s neat about this is once you set up the initial share schedule–this factors in both time of day, frequency throughout the day, and days of the week–you just click “Buffer” and a post will be added to your queue. It’s a set it and forget it approach. Plus, the built-in analytics allow you see what posts get the most clicks, mentions, likes, what have you, all in one place.
An employee advocacy platform, whether the team consists of just a handful of reps or is a global operation, or even one that’s inexperienced with social media, is the ideal solution for any sales organization. An employee advocacy platform gives your sales team brand-safe content that they can easily share; it’s as simple as swiping to share on a mobile device. Even salespeople who lack social media experience can set up accounts and primarily share content that’s pushed to them from the platform, which shows followers, prospects, and customers that they are smart about social and understand their industry.
If you’d like to learn more about how you can use social selling to see impressive results, download The 7 Secrets of Social Selling.