Social selling is about building a daily habit: Find prospects and buyers on social networks. Share valuable content and insights with them to build your authority. Put their need for insights ahead of your need to sell. Keep doing it.
But in practice it’s hard to build that social selling habit, because things get in the way. Habits are hard. Ask anyone who’s gone to the gym 5 times in January and never again. But social selling is very much about habits and routines. Just like the gym, don’t expect results immediately, and don’t get discouraged if you’re putting in time without seeing results initially. You have to stick with it.
3 Steps For Building Your Routine
Here are 3 steps for building a social selling habit, and a daily routine that you can customize for yourself.
- Seek Insights – Find a Trigger, Short Bursts
Social Selling starts with seeking out quality content that’s worth sharing with those connections. But there’s so much content, so little time. One technique to build in habits around seeking and scanning for trends and insights is to tie to something you already do every day, doing it either with or immediately after the existing habit – what behavioural scientist BJ Fogg calls a trigger for the new habit. For example, when I pour my first coffee, I’ll spend 5 minutes checking for new and relevant content, and share one thing. Or, after I get my seat on the train, I will read one new article from my filtered briefing on Big Data in Anders Pink.
Tip: Don’t try to do this by just manually scanning sites, networks and newsletters. That can burn up a lot of time. Automation can help you do that initial seeking in less time by setting filters, e.g. every day, bring me articles from my top 10 sites when they publish an article on Big Data. That’s what our curation tool helps you to do.
- Make sense – Add your Insights and Personalize
Anyone can share or retweet a link to article on social (and often people do it would even reading the article – don’t be one of them). Social sellers make a difference by adding value. If you’re investing even 5 minutes in reading an article, and it’s relevant to others, it’s worth taking the extra few moments to add some value to it. We’d recommend that you try to add value to every article you think is worth sharing to the audiences you’re sharing it with.
Tip: Keep it short. This can be a 30 second, 20 word activity per article. Nobody is expecting (or wanting) you to write a full review or summary – just flag the key points, why it’s relevant, or ask a question to kickstart a discussion. Complete the sentence: “I’m sharing this with you because…” and you’re on the way to adding value to the content you share.
- Share: At Least Once A Day, In The Right Places
Before you build authority, you have to build visibility. That means being present and active every day in the social networks where your audience get their insights. Sharing takes seconds to do, so again it’s a good habit to anchor to another one. You may be the type of person who shares as soon as you read something, in which case you can seek, sense and share in one go. Or, you could decide to share at scheduled times during the day, or on a schedule that works for your audience. Once you start sharing valuable content, your audience will come to expect it on a regular basis. So whatever sharing habit you choose, make it simple and easy to stick to.
Tip: Engage your prospects and your audience with one new piece of content a day – but make sure you’re sharing with the right audiences and truly adding value. Comment on what you’re sharing, say why you thought it’d be relevant to them, ask a question.
60 Minute Social Selling: One Routine You Could Try
Easy to say, what does it look like every day? If you put 60 minutes a day into your social selling routine, it could look like this:
Check Anders Pink on Phone:
- Read 3 articles from your filtered briefings on your topics of interest
- Spot one that’s really relevant to a key prospect- share via LinkedIn Messaging directly with her and add your comments
- Buffer the rest up for sharing in wider social networks during the day, adding your own comments
- Check “Your Network” – refined Twitter feed (or your native Feed). filter by key terms. Find 2 more useful articles.
- Share these to your social networks to build awareness, and recommend them to your team
- Check competitor briefings – interesting post from main competitor. Flag to @marketing with idea for doing something different in our next post
- Check LinkedIn and Twitter for notifications. Who’s engaging with what you’ve shared?
- Like, share and comment on relevant articles from your network
- Share 1 relevant article in LinkedIn Groups
- Message 3 prospects with personalised commentary on content specifically relevant to them, and why it’s relevant to them
- Check saved articles folders on Anders Pink. Read that longer report on the sector your colleague saved and recommended.
- Write a comment giving it context for your key clients. Share with them personally on LinkedIn. Offer a call to discuss with key prospects.
- Send an invitation to 3 people you’re not directly connected with. Use an insight to an article as your introductory note.
- Check your team stats. How are you doing compared to your colleagues? What are they sharing that you haven’t?
- Check social networks for notifications. Nice comments on your LinkedIn share – respond!
- Check your Anders Pink Network feed, couple of new articles from key influencers getting some shares in your network. Buffer them up for tomorrow – get a head start.
- Check LinkedIn – that prospect would like to talk to you more about the report you shared. Read up on the sector with your trends briefing to make sure you’re informed…
Ok – you may not do all of this every day. And 60 minutes may be a goal to work up to. If it’s too much, start with reading, making sense of and sharing 1 article a day. It’s about ROI: If you’re building in the time to seek out new prospects, build your industry knowledge, make sense of trends and share your insights with the right audience – you’re building a great social selling habit. Results will follow.