5 ways to make your social media a sales machine · social selling build your client base with...
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5 ways to make your social media a sales machine
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Aseem Badshah
Aseem is the Founder and CEO of Socedo, a web platform that helps to automate prospecting on Twitter and LinkedIn.
He's been a leader in the social media marketing space for more than 8 years. Before Socedo, Aseem founded Uptown Treehouse, a marketing agency for Fortune 500 brands focused on social media.
You can learn more from Aseem at blog.socedo.com.
Recruiting the goods
Before you can even consider hiring
someone, you need people to be interested
and apply. This is what we in the biz like to
call “recruiting.” Never recruited talent
before? These tips will help you fill your
pipeline with qualified candidates.
Write a good job description. First things
first—make sure you have an accurate and
clear job description that will attract good
talent. Be sure to include all the necessary
qualifications so that people can weed
themselves out before applying, and use
phrases that will resonate with potential
applicants like “self-directed”, “team-player”
and “organized”.
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Intro
Staffing is one of the toughest, yet most important tasks in your business. Your staff interacts closely with your clients and has a dramatic impact on your clients’ success. Their actions and their personalities shape your culture, your brand, and the very health and success of your business.
It begins with the initial hire but it definitely doesn’t end there—each of the many components of staffing carries weight.
In this guide we’ll go over how to recruit, hire, train, incentivize, retain, and even terminate employees.
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Social selling
Build your client base with social media
1. Find your target audience
With 72% of all web users active on social media, your potential customers are out there,
and they come with a wealth of information. A single Twitter, Facebook, or Instagram profile
contains the customer’s name, location, interests, and community of peers—think about
what you can learn based on who they follow, and who follows them. More importantly,
social media provides real-time updates about customer behavior, whether they’re tweeting
about yoga, asking their friends if anyone knows a good personal trainer, or uploading
pictures of their first guitar.
Know what social media sites your client base is using the most. The Pew Research Center
has some great data about the demographics on different sites. Then build out a list of
keywords and hashtags your ideal customer would be using in relation to your services,
and search for your audience based on this list.
be a customer! A client who is top of
their class, stays late, and asks a lot of
questions might be hungry for more.
After conquering all the skills they can
as a client, they might want to move to
mastery by teaching. Since they’ve
been working with you for a while, you,
your staff, and your clients already know
them well and ramp-up will be a lot
quicker.
Also, if you need a manager, sometimes
the best candidates are your
employees—you already know them
and they know your business. Internal
promotions also provide a career path
option and are a great incentive for
employees to stay with you long-term.
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Set an example. “Good leaders attract
good people,” says Matt Sharp, owner of
CrossFit Maximus. If you set a great
example and are the best leader you
can be, you’ll attract people with the
traits you want. By building a solid,
positive business environment—space,
culture, values, staff, clients—talent will
come to you. Conduct regular check-ins
with your current employees to see what
their job satisfaction is. In the same way
that happy customers talk to their
friends, so too do happy employees sing
your praises, so strive to become a
place that people want to work!
Look for talent within. Often times the
best talent comes from somewhere
within your own business. It may even
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2. Discover a new customer persona
Businesses grow because they find new markets. The great thing about social media is
that you can see who is interested in your service. You may be surprised! While targeting
the audience you already know will be interested in you, make sure to pay attention to
the types of customers who engage with your content. Who is retweeting you, sharing
your pins, and commenting on your Facebook updates? Continue to update that list of
keywords, hashtags, and bios when you see positive trends.
You’ll also learn what your customers are talking about and how they are finding you and
your services. Social listening is all about being aware of your position in the community,
and it’s as easy as tracking hashtags about your brand and active users in your space.
Glassdoor.com, Craigslist, your
community’s Online Job Boards, and
local Colleges and university’s job
board.
Social media. It may seem an odd place
to look for employees but you can
accomplish almost anything via social
media now. You can share job postings
or look into a potential candidate as well
as these other Small Biz Tips for Social
Media Recruiting. Many people have
found their dream jobs and vice versa
through the power of social media.
Social selling
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Use employee referrals. If already you
have good employees, they can be your
best referral resource. You can trust
them to know good candidates. If your
employees are people you trust, they
will bring in people that they know will fit
with your team and culture. Your
employees are already “selling the
dream” of working for your business,
therefore shortening your hiring cycle.
Job boards. In such a competitive job
market, you’ll need to take a
multi-pronged approach to hiring. There
are many job listing websites out there
and, depending on your industry, you
can even find sites targeted to your
business. But good overall places
include Career Website Pages like
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3. Make them notice with content
It’s one thing to find your customers, but to keep them engaged, you need to make yourself valuable, or at least interesting, for the time they spend on social media. Consistently sharing content, from blog posts to inspiring quotes to interesting articles, is the best way to keep yourself on the forefront of your customers’ minds. T.A. McCann of Rival IQ advocates a 5-3-2 rule for social media content. Out of every 10 tweets, Facebook updates, or other posts, five should be content from others, relevant to your audience, three should be content from you, and two should be something personal and non-work related.
Social media is about being social. Too many brands use it as their personal billboard to promote their services. Keep your community interested in who you are, and they’ll turn to you first when they’re ready to become customers.
Social selling
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Things you also need to check off your list…
Can they handle group classes?
They might be a great 1-on-1 trainer, but coaching group classes requires a very different set of
skills.
Can they handle pressured situations?
They have to be able to respond quickly and figure out what to do without showing your
clients any weakness or doubt. Nothing is a big deal unless they make it a big deal. Are they
able to call audibles in class, quickly create solutions, and execute? This is key in scaling
options for injuries, inabilities, or a class plan of 10 members that jumps to 25 in the next class.
The coach must quickly adjust and adapt their floor and workout tactics with a smile.
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Do they know how to troubleshoot?
Your coaches face challenges large and small thrown at them daily by clients. If your
coaches face a situation that they can’t quickly identify, analyze, and solve, your clients lose
faith in the coach and your business.
Do they have social awareness and social acuity?
Your coach might be teaching a great class and say something they think is hilarious. But
what if it’s offensive to a member? Generally, coaches who do this have a pattern of doing
so, thereby losing respect among members. The coach needs to have that special set of
skills to read the room.
Even worse than a bad-joke-coach are coaches who believe yelling and reprimanding adults
is the proper way to gain respect and control. I recommend the book How to win friends and
influence people as well as anything on NLP—Neuro Linguistic Programming.
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And, of course, always check your gut.
Where there is doubt, there is no doubt. While instructing people is the #1 task of most coaches,
don’t forget that they need to fit and reinforce your culture while representing your brand
properly. If anything seems off, don’t make the hire! The wrong staff can cause irreparable
damage to your business. Do your homework!
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Social selling
Learn more about how you can manage your business, call Front Desk at 855.417.7108