Social Media: Sales, Marketing And Reputation Management

Many businesses deny it, but social media has positioned itself at the core of digital marketing. And it’s not just core to marketing, but essential for lead generation and sales too. Think about the last time you booked a hotel or restaurant online – did you complete the reservation without checking for a 5-star rating or customer reviews?
While it might be difficult to keep up with the rapidly shifting social landscape, the businesses that find a way to make social work are reaping the benefits. Despite the plethora of available social platforms out there, if you’ve worked through persona development (see our How to Create Buyer Personas at this link:, then determining which social channels to concentrate on should be easy. Remember to be successful the simple rule is, “fish where the fish are!”
While some may argue sales and marketing are two sides of the same coin, we’ve separated them because depending on your goals, you may decide to take a slightly different approach when it comes to how social media is used in your business. While there are some “naysayers” who don’t believe social media can ever be used to drive sales activity, we hope to give some practical examples as to why that is simply not the case.
Marketing with Social Media
We’ve already touched on content marketing, and if you consider content to be the fuel of your digital marketing efforts, then social media is the engine that drives its success.
Here are a few fundamentals to help you leverage social media from a marketing perspective:
Social listening:
No matter which channel you use, before talking you should listen. If you’re swimming in the same pool as your target personas then you’re in the right place to better understand what’s important to them. Aside from using the same social channels, there are also more specific discussion groups or communities you should join to gain an even deeper understanding of the needs of your customers.
Social focus:
When the time is right to join in on the conversation, your focus should match your business objectives. For example, if brand awareness is your main objective then focus on the conversations that will help to build your visibility, rather than joining in randomly everywhere.
Quality before quantity:
It’s far better to have 100 dedicated followers than 1,000 people who followed you for a chance to win a free giveaway. If you connect with two to three quality prospects every day, then over a couple of years you’ll have a great list of potential customers.