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The Complete Guide to
Social Selling
Welcome3 things I’ve learned:
1. People sometimes don’t want to participate in discussion
2. Sometimes questions are very specific
3. Unsure of what questions you’ll have until you do the work
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www.lmc.group 603/217-5045 info@lmc.group
ALEJA SEABRON
Training Topics
1. Market breakdown by platform
2. Business content guidelines
3. Path to the pitch
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MARKET BREAKDOWN BY PLATFORM
BUSINESS CONTENT GUIDELINES
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Exceptional Business Content1. Well written
2. Targeted
3. Optimized
a) SEO
b) Lead generation
4. Valuable
5. Drives results
PATH TO THE PITCH - MO’ MONEY
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Objective1. What do you want out of this?
- Increase sales?
- Push or pull sales strategy?
- Awareness strategy or close your sale?
- Which step of your sales funnel do you want to reach your customers?
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Objective1. What do you want out of this?
- Increase sales?
- Push or pull sales strategy?
- Awareness strategy or close your sale?
- Which step of your sales funnel do you want to reach your customers?
2. Length of time for the campaign
- Establish project framework
- Determine how to approach the project as a whole
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Teaser1. How will you trigger engagement?
2. Different types of conversations you want to be involved in
- Your brand is mentioned
- Your competitors are mentioned
- Generic subjects with little/no connection with your business
3. Decide call to action
- Offer a discount
- Link to a website
- Link to a form
- Appointment proposition
- Initiate a DM?
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Segment1. Decide the client persona you will address
- Will help you target the right people
- Will help ensure consistency in message and tone of voice
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Segment1. Decide the client persona you will address
- Will help you target the right people
- Will help ensure consistency in message and tone of voice
2. Choose the right segments
- Can base on gender, demographics, age, communities, interests
3. Social listening
- Track mentions
- Keep your pulse on what customers are staying up-to-date with
- Examine the context and larger trends from those conversations
- How will you respond?
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Platform1. Remember:
- Be careful not to cross the line
- Make sure your engagement efforts are not perceived as intrusive
2. Start your engagement process
- Select your social seller dream team
- Pick the engagement platform that suits you the best
- Start engaging your defined audience with your best teaser
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Measure1. Define KPIs
- Conversion rate
- Engagement rate
- Conversation volume
- Click rate
2. Link to your objectives and adjust, if necessary
- Consider A/B testing
- Pivot your teaser
- Adjust your audience
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MetricsAwareness: these metrics illuminate your current and potential audience.
- Brand Awareness
- Audience Growth Rate
- Post Reach
- Potential Reach
- Social Share of Voice (SSoV)
Engagement: these metrics show how audiences are interacting with your
content.
- Applause Rate
- Average Engagement Rate
- Amplification Rate
- Virality Rate
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MetricsConversion: these metrics demonstrate the effectiveness of your social
engagement.
- Conversion Rate
- Click Through Rate
- Bounce Rate
- Cost Per Click (CPC)
- Cost Per Thousand Impressions (CPM)
- Social Media Conversion Rate
- Conversion Rate
Consumer: these metrics reflect how active customers think and feel about your
brand.
- Customer testimonials
- Customer Satisfaction (CSat) Score
- Net Promoter Score (NPS)
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Content PromotionStep 1: Find your best performing organic posts
Step 2: Target the right audience
Step 3: Build your ad
Step 4: Set your budget
Step 5: Measure performance- Reporting
- BenchmarkingDoes it align with my objectives?
Does it help me make decisions?
Do I have the capacity to measure it effectively?
TOOLS AND RESOURCES
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CHOOSE THE RIGHT MANAGER OR TEAM
1. Wordsmith
CHOOSE THE RIGHT MANAGER OR TEAM
1. Wordsmith
2. Ability to spot CURRENT trends
3. SEO
4. Customer service – LISTENS to customers
5. Moves quickly
6. Design and photo editing
7. Analytics and reporting
8. Video creation
9. Paid social basics
10. Research and planning
11. Thick skin (and zero ego)
12. Love and empathy
TOOLS OF THE TRADE
Small – Medium Businesses Enterprise Businesses
Sprinklr
Oktopost
Falcon.io
HubSpot
Salesforce Social Studio
Social Hub
Spredfast
Likeable Hub
Social Flow
NUVI
Buffer
IFTTT
Hootsuite
Sprout Social
Agora Pulse
Sendible
eClincher
Social Pilot
CoSchedule
MavSocial
Friends+Me
Crowdfire
Edgar
Post Planner
Tailwind
Later
INSPIRATION: FACEBOOK OR SHORTY AWARDS
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ADDITIONAL LMC SERVICES
The LMC Group provides a team of experts to partner with you for your needs.
We offer support and resources in the following areas:
HUMAN RESOURCES
MARKETING/BRANDING
ADVERTISING
GROWTH/BUSINESS DEVELOPMENT
OPERATIONS
PROJECT MANAGEMENT
SOFTWARE IMPLEMENTATIONS
TRAINING AND DEVELOPMENT
MEASUREMENT/BENCHMARKING
CUSTOMER SERVICE
BUSINESS DEVELOPMENT
FINANCIAL WELLNESS
STRATEGIC PLANNING
MANAGEMENT COACHING
www.lmc.group 603/217-5045 info@lmc.group
Slide Sources
Dino Kuckovic, Falcon.iohttps://www.falcon.io/insights-hub/topics/social-selling/5-steps-to-implement-social-selling
Spredfast 2018 Social Audience Guide https://www.spredfast.com/social-media-tips/social-media-demographics-current
Bailey Seybolt, Sprout Socialhttps://blog.hootsuite.com/social-media-manager-skills
Alfred Lua, Bufferhttps://blog.bufferapp.com/social-media-management-toolshttps://blog.bufferapp.com/what-to-post-on-each-social-media-platform#
Luke Chitwood, The Next Webhttps://thenextweb.com/socialmedia/2014/03/05/social-media-platform-best-business/
Eddie Shleyner, Hootsuitehttps://blog.hootsuite.com/social-media-metrics
www.lmc.group 603/217-5045 info@lmc.group
CONTACT ALEJA
The goal is not to be good at social
media.
The goal is to be good at businessbecause of social
media.
Aleja SeabronThe LMC Group
Social Media Manager
(508) 523-7087
aleja@lmc.group
www.LinkedIn.com/in/AlejaSeabron
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