How can you choose the best mobile advertising channel for social selling?

Often people will look into their CRM and identify their top 20% of their client base and build a targeting profile off of that. That's a good start but it also makes a number of assumptions. The first assumption is that the profile of our top 20% of our existing clients is in fact representative of the true potential of the marketplace. There may be more ideal client opportunities out there in the marketplace. Leverage 3rd party data to help you assess who in the marketplace is need of your solution. Some tech tools will also provide real-time sentiment analysis of organizations and industries looking for solutions like yours. Lastly of course talk to your sales team, they often see changes in the marketplace before we do.

It's also important to realize that ads drive opportunity but conversion activities drive ROI or ROR (Return on Relationship). The Advertising platform is responsible for driving the right traffic but you're ultimately responsible for conversion. Some questions to ask: 1) Are you using landing pages that resonate with your target market? 2) If they're not committing today to buy are we offering them ways they can subscribe to our multiple social channels to learn more about us over time. 3) How quickly are you responding to leads. Are you using AI driven chatbots and email responders that immediately engage contextually? 4) Are you active creating great organic content on the social channels you're advertising on?

The biggest challenge for most people is getting the first conversation with a new prospect started. That could be a reply to a tweet, a response an InMail or having them pick up the phone when we call after Linkedin comment on one of their posts. Think about your organic content and conversations as well as your social ads as conversation starters. For B2B selling and marketing in particular our social content shouldn't be focused on pitching or selling our product, it should be focused on showing the value of connecting with us for an initial conversation.