Tag Archives: social media

The Social Media Sales Revolution – Book Review

There no doubt — the future of sales is in social media. The Social Media Sales Revolution by Landy Chase & Kevin Knebl (McGraw Hill, 2011), lays out the new rules for finding customers, building relationships and closing more sales through social media and online networking.

The way we communicate with prospects and customers has changed, and your sales skills need to change if you want to stay in the game. Traditional methods, like cold calling are no longer effective — social networking sites are now your best tools to get in front of clients. The opportunities for developing relationships and selling are enormous on social media, and is based on six simple, yet fundamental, shifts the Internet has created for the future of selling in the B2B marketplace:

  • Abandon traditional marketing
  • Become a marketer first, and a seller second
  • Build your sphere of influence
  • Become a value generator
  • Build your brand for top of mind awareness
  • Work the (temporary buyer’s) window

The Social Media Sales Revolution also includes very detailed activities for you to undertake on social media sites like LinkedIn, Twitter and Facebook as well as chapters on Blogging and time management. The letter of inquiry process found midway through is priceless; you’ll also learn the difference between TOMA and TOMATO (and why the latter is critical to your online success).

Buy The Social Media Sales Revolution — it’s the one road map you need to generate offline sales from online marketing.

Social Marketing for Lawyers: Do’s and Don’ts

social marketing for lawyersIt’s hard to ignore the presence and power of social marketing for business. And you don’t have to look far to see reports of sites like Facebook, YouTube and Twitter registering usage of billions of minutes per day. Even a large percentage of lawyers use these sites as well. A 2009 Martindale-Hubbell “Networks for Counsel Survey” had 89% of attorneys between the ages of 25-35 and 66% of those aged 46 or older belonging to one or more social networks. But social marketing for lawyers creates some unique challenges.

These do’s and don’ts establish good starting points for your online activities:

Do’s

  • Consider social marketing as another tool in your client development kit. Along with your website, social marketing is an easy to use, intuitive way to build trust and create potential referrals.
  • Quickly remove or “untag” photo’s posted on Facebook that might cause a few eyebrows to wrinkle.
  • Use social networking sites to build contacts, answer questions and exchange information. LinkedIn and Martindale-Hubbell Connected are the two obvious choices here.
  • Let common sense prevail over your 1st Amendment rights before posting or publishing.
  • Use social networking, ethically, for information in litigation. Most users have little or no privacy settings set up, so it’s wide open. Happy hunting to all family & divorce lawyers.

Don’ts

  • Don’t avoid it because you think it’s just another online fad. Social media and social marketing are here to stay. Just ask Facebook’s 400-million+ plus members.
  • Before posting, think “do I want this information out there, forever?” Don’t put anything on any of your profiles you wouldn’t want potential clients, judges or opposing counsel to see.
  • Reconsider before you use social marketing or social networking sites to complain about judges, juries or venues. Just because you can call a jurist “clueless” doesn’t mean you have to publish it for the world to see. This scenario actually happened to a lawyer in Illinois! See this article from the NY Times for more examples.
  • And never, ever pretext or employ deceptive “friending” strategies to gain information on a defendant or client.

Social marketing and networking is a fun, exciting way to practice client development. Join, contribute and be part of the conversation!

Image credit by kentoh.

My Two-Month Plan for Better Social Marketing

friends surrounding a globeDale Carnegie once said “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” So I’m taking this quote as a challenge to myself to become more social, and more interested in, those of you following me on Twitter, reading this blog or visiting me on Facebook. This goes beyond just “liking” someone’s status on Facebook, and doing something more meaningful than only re-tweeting on Twitter. I’m active in a number of locations, and here are the action steps I plan to take for each:

Twitter
How do you cultivate relationships in 140 characters or less? Not sure it can be done, but I’m going to focus more on @ replies and direct messages with new and existing followers. Second, to create more fun and interaction, I’m going to add polls, quotes and other things of interest more frequently. I don’t have the biggest following, but of the people I follow who do, it’s an endless barrage of self-promotion, MLM offers and the like. I’d rather tweet the same interesting post 3-4 times a day than blast out marketing messages. Third, and maybe this should have been first, I’m going to focus on Twitter lists targeting my geographic area, monitoring for tweet-ups and participating in real world networking. It’s much easier to connect with someone when you meet face to face.

Facebook
Right now, my blog posts automatically feed to Facebook, and I’ve installed the Selective Tweets application so I can tag choice tweets to appear on Facebook. This passive approach hasn’t created much interaction, other than lots of “likes” on my posts. Instead, I plan to offer exclusive material to my Facebook fans. Also, and being really careful not to abuse, send messages and content to them directly via the messaging center on the fan page. An ideal outcome would be a combined tweet-up and Facebook meet-up in the Lehigh Valley (where I live).

LinkedIn
I used to feed my Tweets directly to LinkedIn as status updates, until a close friend told me he couldn’t keep up with me anymore. If he felt that way, I imagine many others did as well. So I’ve changed the application to only accept tweets with the #in hashtag. This way, I can be much more selective, and when linking to a recent article or post I’ve written, can leave it on LinkedIn as a status update for a day or so to get maximum viewership. Going beyond a commitment to write more recommendations, I plan to answer more questions and be more than a lurker on the groups I belong to. Finally, instead of waiting for an introduction, I’m going to turn the tables and introduce people to my network.

Blogging
This goes beyond my own blog, and maybe should be labeled “commenting on blogs”. Every blogger out there, regardless of fame or perceived fame, is driven hugely by their ego. I’ve always wondered who’s reading my blog, and the only proof I have, beyond what Google Analytics tells me, are the comments made. I can assure you, I will read each and every comment that comes in. Even some of the ones Askimet marks as spam. I’d venture to guess other bloggers do the same thing. So, I’ve reached a simple conclusion — the best way to engage with someone is to leave thoughtful, meaningful comments on his or her blog. It’s also proof you’re reading the material, and regular comments on blogs are a sure sign you value and appreciate the writer’s hard work. I doubt this will go unnoticed. If you have only limited time in your day for social marketing, I’d focus 95% of my efforts on entering thoughtful comments on blogs. It’s that powerful.

So there you have my two month plan. Lots of writing, reading and typing. Buying coffee for fans and friends who want to meet in real life. And truly enjoying social marketing. Will you join me?

Photo credit by eduardtrag.