Social media marketing can achieve goals beyond the average scope of a simple Tweet or Facebook status update. Sure, these elements of engagement compel internet users to interact with branded content, but true social media experts understand the true value of a well-rounded lead generation campaign.
According to The Aberdeen Group, sales representatives who leverage social selling throughout their sales processes are 79 percent more likely to attain their quotas than professionals who choose to leave social media out of their techniques. The study notes that the average sales person meets his or her quota 43 percent of the time. While social media can help sales reps convert higher percentages of prospects, brands must use and manage their corporate accounts cautiously.
Marketers understand the basics of how to encourage people to connect with their brands through social media, and a majority of social marketers develop promotional events to keep followers on board. In fact, SocialVibe notes that 17 percent of social media users check branded accounts for updates every day, while 23 percent visit accounts at least once a week. However, business owners must also be aware of the reasons social connections choose to unfollow their accounts, as insight into actions that annoy internet users can help marketers develop pristine social presences.
SocialVibe discovered that one-third of U.S. internet users ended social connections because companies posted too many updates. But for many marketers, gauging the right number of posts in a given day remains difficult, with social users reacting to content in different ways. Approximately two in five internet users ended connections with brands “sometimes,” while others terminated social relations “rarely.”
Sales reps and marketing professionals should embrace social media, but also use networks like Facebook and Twitter in strategic ways to maintain connections with internet users. Since these platforms provide brands with direct access into the personal lives of consumers, relationships must persuade followers and fans to regularly engage with site updates and enjoy the overall connections with their favorite brands.
Professionals who abuse social media by publishing aggressive or overwhelming posts may push buyers away, and with social marketing playing such an important role in revenue and sales, brands should protect their presence on social sites.