||How to Hire a Social Media Manager Who Can Sell
Need to hire a social media manager, freelancer or agency...or get your current resource focused on sales? Here's a quick way to get everyone aimed at the goal: engagement that creates leads, referrals and sales, not just shares, comments and followers.
3 Phrases to Watch Out For
There are three "red flag" phrases to watch out for in the interview process, during weekly meetings or in performance reviews. These are:
1. "People are not on social media to be sold." If your social media manager or candidate tells you this, it's a warning sign. Pay attention! I'll show you why this belief is so dangerous in detail below.
2. "Marketing and advertising are long-term, not instant." In short, any good seller or marketer (you) already understands and appreciates this. The statement is a hedge.
3. "Social media marketing is mostly about building brand equity (as opposed to selling)." Indeed, but this presumes getting and maintaining brand equity is not about selling.
"You don't sell someone something by engagement, conversation and relationship. You create engagement, conversation and relationships by selling them something," says Bob Hoffman, CEO at Hoffman Lewis.
In many cases, any one (or all) of these phrases can be signs of a belief system that does not take responsibility for strategies like blogging for lead generation. Tactics supporting this viewpoint are often made by social media managers who don't know how (or don't want) to take responsibility for generating sales.
To be clear, this exercise is not about judging your social media manager personally. I'm sure he or she is a great person. This is about making sure you know how to hire a social media manager who can sell.
"People Are Not on Social Media to Be Sold"
This one is the most dangerous. It sounds totally rational and a little part of each of us can relate to this claim -- until you think about it for a minute.
For the sake of argument, let's say it IS true. People don't go to social media to be sold. But do they turn to social media to solve problems? Have you? Or have you ever turned to Facebook to discover short-cuts to doing something really important to you?
Do people ever turn to blogs or YouTube to discover new ways to achieve goals?
Sure they do. As people do these things they often end up meeting businesses that can help them. Some people end up being courted by those businesses via social media or email lead nurturing. Some prospects even convert to customers -- they purchase!
Many of us are selling on social media every day.
Consider the millions of people each day that:
Sandy Isaacs, owner of events company, Break Away Moments, said to me recently, "Why would one opt to become part of (social media) sites if you are not wanting to either promote yourself with what you have to offer or, in turn, wish to gain as information from others especially, based on your own interests as well?"
- Query Google about a problem they need solved or a goal they want to reach
- End up at a blog
- Sign up for an ebook or educational video series
- End up buying from the blog owner a few months later
You Better Watch Out, You Better Not Cry
You'd better not pout about the ineffectiveness of your social media execution. I'm tellin' you why. Saying that people are not on social media to be sold ignores both reality and the central tenant of effective online lead generation:
Helping customers (who are hungry for solutions) problem—solve in ways that give them enough confidence to buy.
Bottom line on how to hire a social media manager: Don't hire anyone who tells you that marketing isn't responsible for generating sales in directly or indirectly...in some way, shape or form. Watch out for the above phrases exiting the mouths of your interviewees or employees.
Also, remember to focus on the questions your social media manager asks YOU...not just answers they offer to questions you ask them.
That's how to hire a social media manager who's focused on leads and sales.
(Source: Jeff Molander, Target Marketing Magazine, 03/29/13)
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