Todd Martin

Todd Martin

Sales Strategy

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Make Sales, Get Leads, Check Metrics

December 19, 2013

You can take a small step and accomplish all of these things simultaneously.

It’s time to begin thinking back over 2013 and evaluating your social media efforts. How are you measuring your progress, the leads you’ve found and the sales you’ve made because of your activity on Facebook and Twitter and LinkedIn?

Todd Martin 112413 image 1There are, of course, many ways to do this. You can:

  • Ask new customers where they heard about you
  • Use the tools provided by the social networks themselves
  • Use third-party tools like Google Analytics (even the free version is worth exploring), or
  • Give a lot of money to a consulting firm that employs a lot of impressive-sounding mechanisms to produce a personalized report.

Or maybe you’re still in the exploratory phase of social selling. You’re not tracking the actual impact that all of your tweets and updates and relationship-building tactics are actually having on sales. Rather, you believe that it’s impossible to know for sure whether something you wrote – or that a follower of yours said – translated into a buying decision. But you know you have to have an online presence.

There are really smart people who believe just that. But there’s validity to each of the methods I mentioned above.

And there’s an easy way to experiment on your own. As you’re planning your social selling strategy for 2014, consider what I like to call insider knowledge metrics.

I didn’t invent this tactic – it’s been used in paper-based marketing vehicles forever. But applying it to social selling as a part of your overall marketing strategy gives you one more bucket of information about what works and what doesn’t, about how people are responding to your brand on social media.

It’s as much about figuring what strategies work as it is about bringing people in.

You can employ your insider knowledge metrics in any number of ways. Todd Martin 112413 image 2Buy a couple hundred inexpensive promotional items that will be easy to package and inexpensive to ship to your leads. Or offer a time-limited discount. Embed a code somewhere within your social networks and offer the discount or the freebie only to people who send you the code (along with their contact information, of course).

Remember two important things:

  • Take the offer off of your site after a certain amount of time, and
  • Make sure that one person on your staff is charged with carefully recording those leads and getting them back to you.

See? You’re getting leads. You’re checking metrics. And – hopefully – making sales.

Of course, this method isn’t absolutely foolproof. Part of what makes social media so useful for both buyers and sellers is the word-of-mouth that goes on constantly. There’s nothing to stop your actual social network members from giving away the secret information needed for a premium or discount.

But, hey – there’s nothing to stop those with secondhand information from going on to actually explore your products and services and maybe even buy something. Your strategy will have resulted in an unexpected sale. So there you are, making social selling work anyway.

Stock images courtesy of FreeDigitalPhotos.net

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