Social Media For Enterprise Startups: Part 2 – How Can Social Media Boost Business-Building Goals?

Last week I outlined a plan for structuring and staffing your early-stage company’s Social Media office. Now that your Social Media office is organized for success, let’s see what it can deliver.

1. LeadGen/Sales – Deliver new business leads
2. Communications/PR – Boost brand perception; open gateway to media and Influencers
3. Marketing – Build pathway to customers and enthusiasts

Yes, Social Media can actually help fuel all of the above efforts and pave the way for your company’s success in the marketplace—again, right out of the gate! How?

social media icons

Use LinkedIn to drive LeadGen/Sales efforts

Let’s assume that generating new business leads is a company priority. Now let’s deploy some social media tactics designed to help your Biz Dev team!

LinkedIn About Summary

LinkedIn provides one-stop shopping for LeadGen/Sales efforts. It’s a sophisticated and robust community offering many paths to building lasting business relationships – here are just a few tools available to your team:

  • Advanced Search – for researching your business niche. LinkedIn is an excellent community for gaining understanding of your business vertical. To begin, start with researching your vertical using key words in the Advanced Search function, and learn more about other companies and employees in your niche.
  • LinkedIn Groups – to interact with fellow professionals in your business niche. Your team members should join those groups most relevant to their business vertical to learn more about what members care about and how your company can meet their needs.
  • LinkedIn Sales Navigator – for delivering sales leads. Sales Navigator is a truly robust platform for furthering sales initiatives. It’ll cost you but the Sales Navigator Team & Enterprise Edition promises results.

LinkedIn Sales Navigator

Bonus Tip: I have a former client who uses SearchQuant, a comprehensive tool/service with LinkedIn account integration, that significantly accelerates LeadGen efforts. Again, there’s a price tag attached but I’ve heard it’s well worth it.

With a little bit of training, and a smart strategy in play, your Lead Gen team can use their own LinkedIn accounts to generate more new business leads.

Twitter to Further Communications/PR Efforts

Your Corporate Communications office is tasked with building brand reputation and awareness as well as garnering press hits that will propel your company to next-level awareness. Once again, your social media strategy should align with those goals to, at the very least, be able to generate an echo chamber for press hits and build audience.

With 350M users around the world, Twitter is where breaking news happens in real time, and still THE community for the media, thought leaders, and influencers. Here are some of the ways Twitter can help further business-building goals:

  • Syndicate company news
  • Develop positive brand image
  • Attract brand enthusiasts, Influencers and potential customers

When you have great company news to share, by all means, Tweet about it! It will help to boost your brand image and attract interest in your company.

Inbound Marketing to fuel Sales efforts

Social Media is where the outside world learns about your company, and where your company has an opportunity to make a great first impression; and Marketing is charged with the task of delivering those positive impressions. How can Social Media help the Marketing effort?

Think Inbound Marketing. Inbound Marketing is a term coined by the digital agency, HubSpot. The basic premise is this—your company can serve up useful thought content and deliver it to gain enthusiasts and potential customers in the process.

Hubspot Inbound Marketing definition

The key components for an Inbound Marketing effort are digital assets that can be promoted on your company Social Media channels: Company Blog, White Papers, Webinars, Slide Share presentations, and other original thought/digital content your company can serve up to knowledge seekers in your vertical. After all, today’s knowledge seeker may be tomorrow’s customer!

Hubspot Inbound Marketing Methodology

While most startups have an extremely limited marketing budget, your Social Media office can be deployed as the most cost-effective marketing tool in your quiver.

Still not convinced Social Media can help accelerate your startup’s growth? Contact me and let’s discuss!

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