Facebook 101: Social Selling · • 92% of B2B buying decisions are influenced by digital channels...
Transcript of Facebook 101: Social Selling · • 92% of B2B buying decisions are influenced by digital channels...
Facebook 101: Social SellingAviva Canada
10 July 2019
12 noon EDT
Sherrilynne Starkie
Today’s Trainer
• 25 years in marketing & communications
• 13 years specializing in social media
• International career UK – USA – Canada
• Owned and lead marketing agencies
• Consulted with hundreds of clients
• Certified Hootsuite Social Marketer
Of insurance customers consider
social media comments
Auto insurance shoppers start
online, including social media
Of brokers are not using
social media, but plan to
Of brokers respond to
customers on social channels
48% 20%
70%
56% Of brokers spend $1k to
$5k on social media each
year
Of brokers post content
regularly
51%
88%
Social Media In Insurance
Our Agenda
• What is social selling?
• Building your personal brand.
• Four Facebook business tools.
• Find your tribe.
• Best Practices
• Contests
• Messenger
• Questions
What is Social Selling?
“Social selling is the art of using social media to find, connect with, understand, and nurture sales
prospects. It's the modern way to develop meaningful relationships with potential customers so you're
the first person or brand a prospect thinks of when they're ready to buy.”
– Hootsuite 2019
Some Interesting Stats…
• 92% of B2B buying decisions are influenced by digital channels
• Social sellers attract 45% more opportunities & close 78% more business than their peers
• Companies using social selling are 40% more likely to hit revenue goals
• A third of social sellers say they build deeper client relationships
What’s in a brand?
Authentic Be yourself…your best professional self. Genuinely support and help people. Don’t be hard sell.
Consistent Use a professional headshot, logo, colour scheme, etc. across all your social profiles
Your Story What makes you unique? Your background? Your approach? Your ambitions?
Your Expertise What’s your focus? What’s your niche? Awards, Accolades, Accreditations, etc.?
Visible Consistently update and interact with your clients & prospects via social media. Consider ads.
Value Describe what sets you apart from competitors in one sentence.
Connection Connect with just about everyone to expand your network and develop word of mouth referrals.
Social Media Customer JourneyNot every single Facebook update will directly result a quote start or policy bind. Remember
that purchase decisions are often a journey and your social media should guide potential
customers along the way.
Attention
Interest
Desire
Action $$
Advocacy
Questions So Far?
Personal Profile
• Used by individual people.
• Required to access the other
three for business
• Share your interests, photos,
videos & news.
• Personal ‘Story’ disappears
after 24 hours
Brand Page
• Used by artists, public figures,
businesses, brands &
organizations to connect with
customers & fans.
• Required to run ads.
• Share news & information, photos
and videos and other stories
• Business ‘Story’ disappears after
24 hours
Groups
• Available to all users (individuals &
businesses)
• Supports conversation about shared
interests
• Open, closed or secret
• Content is prioritized in the newsfeed
Messenger
• Instant messaging app
• Share photos, video, more
• Good for group chat
• Automation available
• For use in ads also
The Facebook FourFeature Profile Page Groups Messenger
Connections Up to 5000 No limits No limits No limits
Content Text, Media, Links, Live Video, Watch, Check in, Feeling/Activity, Story, polls
Text, Media, Links, Live Video, Story, polls, reviews, video premieres, pins
Text, Media, Links, Live Video, Story, polls, pins,
Text, Media, Links, audio & video, Story, polls
Participation & Features
Post, delete, comment, share, like react, join & create groups, events, apps, games, location tag, privacy protection, save posts, information downloads, ad preferences
Post, delete, comment, share, like react, join & create groups, events advertise, apps, location tag, Host watch parties, creator studio, pixel, Insights
Post, delete, comment, interact. Formatting, paid subscriptions (limited), search, events, chat, linking, schedule meetings & calls, Insights
Chat, Transfer files, audio/video messages, bots, create groups, scan codes, apps, games, cash transfer, encryption, audio/video calls, reminders, location sharing
Questions So Far?
Know your audience
• Who are your clients?
• Where are they?
• What are their struggles?
• What are their preferences?
Finding your tribe
• Team & Staff Members• Friends• Family
Tags: Finding your tribe
• Hashtags, @tags, geotags &
keywords
• Give your content visibility
• Search optimization
• Follow pages of interest to your client base
– Industry information sources
– News & media
– Community organizations & events
– Partners & associates
Follow: Finding your tribe
Join: Finding your tribe – Groups reflect the interests of your
client base
– Business & community groups
– Hobby & shared interest groups
• Joining Groups
– Zuckerberg is strengthening the focus
on Groups
– Content is prioritized
Ads: Finding your tribe
• Running paid ads
– Page like ads
– Messenger ads
– Awareness ads
Precision targeting
– Demographics & lifestyle data
– Lookalike audiences
– Pixel & List audiences
Questions So Far?
Selling Best Practices: CTA
• Give your prospects a choice in how they engage:
– Learn more: entices with no obligation
– Shop now: focuses on products
– Install now: used for apps
– Sign up: for subscribers
– Like page: for subscribers
– Send message: engage
– Join group: subscribers
Selling Best Practices: Landing
Pages• Have a specific landing page for your offer
• Reflect the look and feel in your Facebook
update
Selling Best Practices: Reviews
• 84% of consumers trust online reviews
• Positive reviews online can increase conversions up to 34%
• Respond & thank positive reviewers. Reward them if possible.
• Report unfair or mistaken reviews
Selling Best Practices: Connection
• Take time to connect with fans & followers
– Engagement is the key to social selling.
– Chat with your followers instead of talking at them.
• Chat in comments or via Messenger
– Each interaction boosts visibility.
– Remember the funnel in slide 10!
Selling Best Practices:
Value• Focus on providing value to
build trust.
• Don’t move to close too
quickly (remember the funnel).
• Use the 80/20 sales ratio in
content planning.
Questions So Far?
Facebook Contests
• A cost effective way to boost engagement & drive sales leads
• Facebook has contest rules. They change often.
• Actions encouraged:
– Like this post, comment on this post, vote by liking, post content on this page, message this page
• Actions discouraged or prohibited
• Tag a friend, share this post, share post on a friends’ timeline
• Follow insurance industry contest guidelines
• Don’t incentivize a bind
• Do incentivize a referral.
Using Messenger• Average opening rate is 80% (over 15% for
email)
• Connect with people who are not your
friends or followers.
• Synch contact to reach prospects not on
• Group chats cater to specific interests
• Broadcast your story
• Chatbots
• Messenger Ads
Messenger Best Practices
• Gain permission before proceeding
– I saw you were asking a question about flood insurance over in the ‘Red River
Waterfront Group’. Can I send you our cheat sheet?
• 24 + 1 rule
• Keep it short. Send shorter separate messages instead of one long one.
• Use quality photos in mobile aspect ratios
• Mobile Monkey
Prospecting Routines
Daily
• Actively listen
• Publish curated content
• Answer inbound questions & comments
• Connect with new contacts
• Check engagement levels
• Provide value
Weekly
• Publish fresh, original content
• Review your pipeline
• Follow up with everyone
• Follow different and new pages
• Join new groups
Questions?
Wrap up
• Key takeaways from this webinar
– Facebook is a viable channel for finding new prospects and nurturing sales leads.
– Messenger is a crucial tool for Facebook prospecting success.
– The results of social selling makes the investment in time and resources well worth it.
Social Media Strategy
How To Post For Maximum Visibility
Tracking ROI on Social Media
Past Webinars