Vendor Growth Strategy- Adding Hashtags to Content for Memorable Social Selling

 

Image by Buffik from Pixabay

The SARS-CoV-2 pandemic has made it significantly harder to sell to hospitals, health systems, and academic medical centers. Why? Because the plethora of thought leadership begins at some point to lose the differentiation. The challenge is not just new content but using the thought leadership content combined with social media to sell differently. It's not what you know but how you apply that knowledge in a new and different manner.

But when one isn't utilizing social selling tools of LinkedIn, Twitter, and digital stories, paired with a client testimonial for influencer and brand evangelism, the selling is more challenging. Social media selling is an amplification tool utilizing the Internet of Things that key channel segments are watching.

Image by Gerd Altmann from Pixabay

The use of social media selling isn't a features approach. The use of social media is a solution/thought leadership selling approach. It's an inbound advisory approach as opposed to outbound cold selling. Social media is not only sales and marketing intelligence but about sales and marketing demand generation as well.

In an age where messaging is quickly becoming undifferentiated and looking like me too,  how then can the sales executive find ways to differentiate one's company's message?

The RFI and RFP Conundrum.

How is it that vendors receive unsolicited RFIs and RFPs?  When a supplierreceives an RFP or RFI, the provider has already done 75 percent of the detailed search work.  The prospect provider has already identified the problem, a solution, and potential vendors fitting the need.  Social selling and your content have brought you to their attention nine times out of ten.

And getting the provider's attention is the first step in becoming a trusted advisor is by offering solutions to business problems, not social selling features.

Image by Rubylia from Pixabay

Notice that I said it provides the answer to solving the problem. Through the Internet of Things and other social media sources, providers have done their homework to understand which market leaders can provide actionable solutions to the business challenge.  Features come after you’re in the door.

But if you're not using hashtags, you might as well spit in the wind.

Image by Gerd Altmann from Pixabay

I see sales executives on LinkedIn, Twitter, etc., and sharing news articles regularly. But, many lack the hashtags that will draw attention to the content. Hashtags are the essential bullhorn for getting the attention of individuals who want more information to learn or decide. The use of hashtags brings your content, blog article, and thought leadership directly to their news feed. Hashtags bring your content to the attention of people across the social media universe.

When that call or email comes in the door out of the blue, the prospect is already in the decision stage of the buyer's journey.  Tag (pun intended), you're part of the selection process.

You are a thought leader, business problem solver, and hashtagging extraordinaire, not a salesperson just trying to meet a quota.

Michael is a healthcare business, marketing, communications strategist, and thought leader. As an internationally followed healthcare strategy blogger, his blog, Healthcare Marketing Matters, is read in 52 countries and is listed on the 100 Top Healthcare Marketing Blogs & Websites ranked at No. 3 on the list by Feedspot.com. Michael is a Life Fellow, American College of Healthcare Executives. An influencer in healthcare marketing strategy, communications, digital marketing, and social media, Michael is in the top 10 percent of social media experts nationwide. For inquiries regarding strategic consulting engagements, you can email me at michael@themichaeljgroup.com. 

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The opinions expressed are my own.