I’m a big advocate of social selling. I love to find new ways to help marketing and sales departments better use social platforms to meet their goals. The people we want to be in touch with are at our finger tips and utilizing a social selling strategy can help establish credibility, build relationships, win customers, and educate the market.
I ran an experiment. I wondered, how many tweets would accumulate in my timeline while I was inactive. Here’s what happened:
In 5 minutes there were 51 new tweets.
In 10 minutes, 107 new tweets.
In 20 minutes, 211 new tweets.
In 30 minutes, 283 new tweets.
By the end of the hour, there were 506 new tweets!
That’s just unmanageable.
Why Organic Social Matters
We often hear, “the future of social media is paid.” This is likely true. But, organic social is important for encouraging engagement and building a loyal following who will happily share your content to ultimately sell your products and services. This is even more true for social selling as you ultimately want to build relationships and connections with your target audience.
I like Jeff Bullas’s description of organic social media marketing:
“It’s about leveraging the free nature of social content to sell services and products through the mantra of ‘engage first and sell second.’”
He goes on to say, “This organic approach takes time as creating content and growing tribes on social media is a journey rather than a quick fix.”
From my experiment, the challenge of finding opportunities for engagement is obvious. No one has the time to sift through 600+ tweets an hour to find content and individuals to engage with.
So how can we do organic social better and make the journey profitable?
Revitalize Your Organic Twitter with Lists
Lists make your twitter timeline manageable. You can categorize your followers, privately or publicly, to easily view the people you want. As you begin to actively follow, share, like, and comment on others content, the goal is they take notice and reciprocate the favour.
The three lists everyone should make:
An Industry & Influencer List
Build your brand on the trusted brand of others. This is your in-group. Sharing industry leader and influencer content helps your brand. You provide your audience with useful content. The closer the relationships you build with this list the more likely they share your content extending its reach.
A Client List
At Mercer-MacKay, our client’s stories become part of our own. Adding clients to their own list lets us see what they are sharing on Twitter and we can easily interact with them maintaining an online and offline relationship.
A Lead Gen List
This list is ideal for social selling. When following individuals from your target audience, make sure to add them to a private list. Having this list lets you keep track of who you’ve followed, interact with their content, and work towards building a relationship to sell your product or service.
Manage Your Lists on a Platform like Hootsuite
Using a social media management platform like Hootsuite lets you see all your lists at once. Your organic activity becomes organized, manageable, and focused. Try this approach for your social selling on Twitter. I’d love to hear how it works for you.