Using Social Media as a Sales Tool? Opinions?

[Kyle Lacy]

I have been debating (with myself) recently about the concept of using social media platforms like Facebook, LinkedIN, Blogs, and Twitter as sales tools. A recurring picture keeps popping into my mind of a kettle warming on a stove waiting to boil over.. at just the right time.

Selling in social media can be directly related to the concept of the "slow boil." You are producing content and creating relationships in the online environment that is slowly building your reputation as a thought leader. Your readers and your fans will be constantly involved in the conversation and trusting your advice when it comes to a specific topic or problem.

What happens when they reach a pain point? What happens when they realize they need your guidance and support?

I would venture to guess that it is going to be much easier to sell a prospect when they trust your opinion even before you walk in the door.

What do you think? Is social media a viable sales tool?

[PK Koduri]

I think Social Media can be an excellent tool to sell your services. By the time someone approaches you for advice they have already identified you as someone that can be trusted. The key is how do you make them pay reasonably for your advice? It is especially hard for up and coming thought leaders who have to walk the fine line between charging too little and losing money or charging too much and not getting the engagement.

[Steph Woodward]

According to an article I read today in Ad Age, the Real Estate industry is embracing this as a sales tool in the wake of the recession.

Real-Estate Ads Find New Home On Web In Recession

Based on this article, social media is definitely the future platform for connecting with consumers in that market... so why not others?

[PK Koduri]

Real Estate is an interesting area where Social Media can really have an impact. Add rich media and you have a potent selling tool. Unfortunately where it could run into problems is credibility and transparency. Even today I cannot get a clear answer to many questions I have about charges on a HUD form or why there is so much variation in costs. I am yet to see a real application where realtors can be rated (both buyer and seller side). If there is one that I am not aware of them please point me to it.

[Mike Seidle]

Kyle, I would think you of all people have done very well using Social Media to sell your services at Brandswag, just as we have done ours at Professional Blog Service. Social Media is what you make of it.

[Matthew Hill]

Clearly social media has its place, but only for companies that can keep up and commit to whatever social media campaign they begin. Regardless of whether it is a blog, Twitter, SmallerIndiana, LinkedIn, or whatever; it is useless unless you update it regularly and make an active commitment to participate.

[Kyle Lacy]

This is the best advice you could ever want when pertaining to social media usage.. Thanks Matthew!

[Erik Deckers]

Sales no, marketing yes. If social media is used right, it can be used to — like you said — become a thought leader, to establish one's reputation, or to educate future customers on your product or industry. But that's not sales, that's marketing. Yes, a brochure or TV commercial may lead to sales too, but that's not sales either.

So social media needs to be considered a marketing tool, rather than a sales tool.

I think it's those people on Twitter who are trying to get direct sales from Twitter, and are not respecting the "boundaries" of electronic media (no direct selling, no spam), who are not only being blocked and ignored, but are quickly failing at this sort of business model.

[Douglas Karr]

What is the intent of the visitor? That's what it all comes down to.

With blogging, sometimes selling is okay if the majority of visitors are coming from search engines. An example might be 'buy a refurbished Mac'... if there's a company out there selling refurbished Macs, then I'd definitely utilize the SEO advantages of blogging to sell product. The people that visit and subscribe to that blog expect sales and their intent is to buy.

On Facebook, I don't believe the visitors have any intent to buy - so direct sales methodologies are counter to their intent, and; as a result, can damage a company's reputation. I think Eric nails it when he talks about marketing through those channels. In other words, build authority and then lead people back to your site where you then sell them.

On LinkedIn, I think there is an expectation that a networked lead will produce a sale, so I don't believe there's harm in trying - but again - if it damages your reputation, stop it.

I'm a firm believer in trying, measuring, and trying again. The risk of not analyzing the intent of the network or the visitor can definitely damage your reputation... so think before you try selling.

[Erik Deckers]

But is blogging in this instance selling or marketing? Maybe if I could sell the refurbished Mac right from that post, that would be sales. But if I'm just writing about all the wacky adventures in the refurbished Mac world, in the hopes that someone would see that post and then go to my website, or visit my store, or visit me at a trade show/expo, then I think that's still marketing.

What do you think?

[Douglas Karr]

I think you hit it on the head - I could do either.

[Kyle Lacy]

Sales is marketing. They go hand in hand. The type of sales you are talking about with the MAC is a direct sell. I view a blog as more of a long term sales process.

[Tino Marquez Jr.]

How do you achieve a “balance” though. I would have to think that for many of us in our chosen fields, that we constantly blogged, we would eventually be giving away our hard earned craft for free through the dissemination of our educated and experienced opinions on different subjects, etc. For example, if I wanted to be known as knowledgeable and a proven resource in virtualization technologies, I could write several blogs on the subject and while it may help get my name out there, the information in these blogs/articles could be used by my potential clients for free and they would never need my services. Worse yet, blogs I write could be used by my competition instead of them doing the same research I had to do to begin with.

So I’m curious as how to achieve that balance. It would seem like a fine line to dance on but one that has to be navigated as the medium isn’t going away.