An effective and accurate sales pipeline is a vital component of any successful business, and social media now plays a crucial role in the sales pipelines of truly outstanding companies.
The constant flood of posts being published by consumers on all social media platforms can provide an invaluable data source for salespeople, but it also comes with responsibility. Customers are more engaged than ever, and they demand regular contact and highly personalized relationships with the businesses they patronize. Consumers have extremely high expectations of businesses, as Millennial CEO Daniel Newman notes:
“…67% of consumers expect a same day response to a service response that they post on social media channels… a staggering 47% expect the response in 2 hours and 35% expect it in just 30 minutes.”
That’s a tough standard to meet, but for companies that keep in touch with customers on social media, the payoff comes back in the form of intense customer loyalty, social proof, testimonials, and referrals.
Newman also mentions that while advertising sources show less than a 50% rate of trust among consumers, a personal referral from within a customer’s social circles has a whopping 90% trust rate. By wowing customers with great treatment on social media, you build relationships within their communities. If even one of those people becomes an ambassador for your brand, and starts recommending you to their friends and colleagues, your business will reap the rewards.