Interesting Forbes article, but like many it loses its way and then focuses on fluff not substance

1. Define the ‘Why’

The number one thing you need to grapple with with your personal brand is your “why”, what do you want to be known for?

“That's easy” you say, my company does X, I want to be known for X

And there lies the first mistake

What's the worst thing that happens on social media?

When somebody you don't know comes and pitches to you!

So when you go to somebody you don't know and pitch to them, what do they think?

Yes, the same as when somebody you don't know pitches to you

Linkedin is a social network, not a sales network

2. Ground your brand in a problem

Social media is about helping, informing, educating and entertaining

Please no “jazz hands” and selling

One of our clients sells human resources (HR) software

The salespeople have each chosen an HR problem to be famous for

They don't go to market and say “buy my product because we are great” which is what their competition do

They go to market and say “this is the latest thinking on work / life balance” or “working from home” or “AI in recruitment (for and against)”

Can you see what they do there?

4. Invest in marketing

This all sounds difficult and time consuming, it isn't

Make sure you block out time but turn up every day, be consistent

We work out with clients simple content plans

Or you can subscribe to our content ideas email

Or we can build salespeople a digital territory plan

Don't forget that leaving comments should also be part of the plan

5. Align platforms with specific goals

As we are talking B2B, we would suggest you invest in LinkedIn

DO NOT invest in every platform, you only have so much time

Get a handle on how to be social on one first

Linkedin will offer you exposure, a platform for nurturing and a platform for conversions

Your target audience needs to be on the platform of choice

6. Be authentic

The number one thing you need to be, is to be authentic

People can spot fake a million miles away

Be yourself, be supportive, be encouraging, be curious, be honest and be nice

 7. Humanize the business

As mentioned above, Linkedin is a social platform not a sales platform

The more you share about yourself, the more people will lean into you

What do you do at the weekend and why?

What inspires you?

Whose mentored you, who are you mentoring?

Social media is about people and not brands

 

And the results?

For an AE, we can shorten sales cycles by 30%

And the average SDR will get 1 x ICP meeting a day

Which should increase your revenue by 20%

You can get these results by using our social selling methodology, that is certified by Institute of Sales Professionals (ISP)

 

"social selling techniques to influence buyers and changemakers - 2nd edition".

In this brand new edition, I have updated all the text, I have also got 15 practitioners, so people who are doing this already to explain how they are get (practical) business benefit. From the CEO that has been running a digital business for over 18 months to sales leaders and sales people who use social selling every day to drive revenue growth. 

Articles on how these business have and are implementing digital, from Mercer, Telstra Purple, Ring Central, Cyberhawk, Namos, Ericsson, DLA Ignite and more.

What does Mark Schaefer, Marketing guru think of the book "social selling - techniques to influence buyers and changemakers - 2nd edition"? watch the video here

It's available on Amazon worldwide.  Link to Amazon.com here and Amazon.co.uk here.