In parts 1 and 2 of this post, I discussed what I would do if someone gave me 10,000 sales leads to call.
In this post, I will discuss the social media strategies that I would deploy to help our young salesperson.
Background: The firm in question has a great website. Nice pictures of friendly employees and plenty of information about the company. However, I notice some immediate problems.
1). No marketing content. There was no marketing content for prospects to download. No e-books, no newsletter to subscribe to, no white papers or case studies could be found. This is a big mistake. While I’m a big fan of cold calling, you are leaving money on the table by not providing prospects the ability to download content. Why? Because you are hurting yourself by not obtaining contact information, email addresses and phone numbers that you can use to follow-up later.
2). No social media. The firm was not on Facebook or Twitter – two major social media sites that companies must be on these days to enhance their brand and drive more traffic (and leads) to their website.
A website with no marketing content or social media is like a retail store with no free samples or follow-up cards.
What are the two key takeaways from this post?
1). Have a plan in place. Don’t make cold calls until you know why are you calling, who you should be calling, and what value you have to offer. I would rather make 30 good cold calls a day than 100 bad ones. Don’t be a busy fool – be a professional salesperson.
2). Get your social media house in order. It’s a lot easier to obtain and contact inbound leads through social media than by cold calling a long list of prospects. Cold calling is just one tool in your arsenal to obtain orders. And while there is a debate within the sales community on whether cold calling is effective or not, you should at least have a good social media presence and plan in place. To twist an old saying, you can catch more flies with honey than chasing after them with a net.
Please let me know if you have any comments or suggestions that you would add.