It’s more common for users to engage with individuals rather than companies on social media. Brands, however, can establish a lasting presence through the consistent efforts of their shining representatives who act as the voice of the company.
A salesperson, as a Thought Leader, not only brings expertise and credibility but also employs social selling skills to cultivate a robust online presence for both themselves and the brand.
This process triggers emotional contagion, which is a secret ingredient in my mind that enhances the often lengthy decision-making cycle. For marketers navigating the ever-changing digital world, crafting a robust online presence is a huge challenge. It not only generates brand visibility, and builds up trust but also facilitates targeted engagement.
Thought Leaders play a vital role in expanding reach, generating customer interaction, and collecting valuable data insights. To illustrate this, let’s dive into a real-life case study featuring Graham Etherington’s newsletters—a great example of effective sales and marketing collaboration, which forms the foundation of a winning team.
Establishing thought leadership for a salesperson through social media involves five key points:
1. Content Strategy and Value Creation:
• Develop a content strategy in alignment with the company’s content calendar, social media strategy, the salesperson’s expertise, and their target audience.
• Utilize both organic posts and LinkedIn Newslettersto get enough reach.
• Focus on providing valuable insights, addressing industry challenges, and trends, and offering practical solutions, steering away from direct product or service promotion.
2. Engagement and Relationship Building:
• Actively engage with the audience on social media platforms by responding to comments, answering questions, and participating in relevant discussions in Groups.
• Identify influencers and industry leaders for collaborations, such as partnering with Petra Beck. Such collaborations enhance credibility for both parties.
3. Consistent Personal Branding:
• Maintain a professional and consistent personal brand image on social platforms such as LinkedIn, featuring a professional profile picture, a compelling bio, and a consistent tone of voice.
• Align the company’s content calendar with the most up-to-date market trends to ensure regular posting and sustained visibility.
4. Data Analytics and Optimization:
• Regularly check LinkedIn analytics and engagement metrics to track content performance.
• Analyze metrics such as engagement, reach, open rate, and top article viewers by location and company to understand audience preferences.
• Adjust the content strategy based on data insights, replicating successful approaches at least every month.
Are you eager how to uncover the power of social media for B2B success? Then watch our session, which was recorded on the Martechopia conference on 13 March in London. https://www.youtube.com/watch?v=mUXIbf875PA
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About the author:
Let’s make things #zSofisticated!
Zsofia Raffa is a global digital marketing strategist with a journalist’s heart! With over 15 years of rocking the marketing world, she’s helped brands like Kodak Alaris, NVIDIA, Black Rock, and Lufthansa to shine digitally.
She’s all about turning data into stories that wow. As a regular newspaper writer, Zsofia knows how to make numbers turn into capturing attention. LinkedIn is her special field – she’s mastered the art of social selling, lead generation, and turning employees into brand ambassadors.
