Benefits of social CRM for salespeople
There are several ways that salespeople can benefit from the data collected by a social CRM.
Find new leads
Social listening refers to monitoring social media platforms for specific phrases and activities. When people are talking about your company, your competitors or relevant challenges, you can add new social leads to your sales funnel.
Once you’ve set up which key phrases to monitor, you can use automation to streamline the analysis process. Using a tool like Zapier allows you to integrate your social listening tool with your Pipedrive account and build a workflow to automatically add prospect information and notes based on the alerts you receive.
Along with a steady supply of fresh social leads, you can use the analysis to improve your lead gen outreach and increase the chance of converting leads into prospects or paying customers. For example, suppose someone has posted on LinkedIn about how their current solution is slow and inefficient. You can highlight your solution’s speed and efficiency (perhaps by sharing case studies, white papers or webinars) to grab their attention.
Understand leads on a deeper level
Everyone you reach out to has their own goals, desires and challenges. Your customers and brand advocates are more than the sum of their email interactions, and trying to get to know them purely based on those direct messages will have limited results. By using social media CRM and sales management tools to see the context of those conversations and the customer sentiment behind them, you can get a fuller picture of your leads and the pain points they’re dealing with.
As well as finding out who’s in the market for a solution like yours, social listening can also be used to find out:
What CRM features/benefits are most important to them
What questions they have about your product
What complaints they have about similar solutions
For example, during the 2019 holiday season, social listening firm Infegy found that price was one of the most important factors that consumers discussed. However, priorities changed as COVID took hold, and posts discussing stock levels increased. By March 2020, people were more concerned with delivery than how much they were paying for goods. Salespeople who were aware of this were able to change up their messaging to highlight the factors that mattered most to their prospects.
Another useful tool for your social media CRM is sentiment analysis, which can go beyond what people are saying to give you a more nuanced picture of how people feel. For instance, fast food company Wendy’s discovered through social intelligence that people had more positive sentiments about “sea salt” than salt or sodium. As a result, they started using the term more in their marketing campaigns to great effect. Likewise, salespeople can use social listening to find out how their leads feel, down to the specific language they respond better to, and adjust their messaging accordingly.
Test and measure with greater accuracy
Depending on what social CRM tools you use, you’ll have access to various metrics to measure the effectiveness of your social media strategy and identify potential areas for improvement in your nurturing sequences.
Some of the social media lead generation and nurturing metrics you can track include:
Traffic. The number of people who click through and visit your website or landing pages from social media.
Engagement. How people are interacting with your social media content, such as likes, comments and shares.
Average response time. How long it takes you to respond to relevant mentions and direct messages.
Brand perception. The number of positive mentions of your company compared to negative mentions.
Level of followers. How active and well-connected your followers are and who your influencers are.
As priorities and circumstances can change in a second, using a social media CRM that automatically pulls in the latest information means you can be confident that you’re acting on reliable information and your nurturing campaigns are directly relevant to your leads.
Close more deals
Once you’ve found new leads and used social CRM to understand them better, you can use the same information to engage with them, guide them through the sales funnel and ultimately close more deals.
A social CRM makes it easier to talk to your leads in the channel where they spend most of their time and feel most comfortable. It opens up opportunities to interact at a point of need by answering questions, sharing content or offering a sales promotion. As a result, you’re more likely to be seen as a trusted advisor and your leads will be more confident buying from you.