The constant evolving landscape of social media gives sales representatives a new way of doing sales, namely social selling. Businesses who adopt social selling as a crucial part of their sales strategy will be victories in the long-run. But how do you start with social selling?
First a small disclaimer. We are by no means sales experts. Having said this, we do know a few things about social selling and employee advocacy.
Say hello to this “new” way of doing sales
Social media has become a crucial part of the buying journey of your customers. 75% of B2B buyers use a form of social media to make purchasing decisions, according to an IDC survey.
Yet, there are still many companies who haven’t heard of social selling or have adopted this “new” of sales into their business/sales strategy.
And you are right, social selling isn’t a new way of doing sales, but it’s an underestimated way of doing sales and that’s a pity because doing sales, especially in times like these, isn’t easy.
However, there are salespeople who are excelling because they embrace social selling.
What is social selling?
Social selling is a strategy that is implemented through the personal social media profiles of your employees, and mostly salespeople.
It’s all about searching and finding the right prospects, engaging them with thoughtful and valuable content, being top of mind, until they are up for sales.
Or in other words, it’s about building (meaningful) relationships with your prospects, customers and other important stakeholders through your social media channels.
The difference between social selling and social media advertising
Having said this, social selling is something different than social media advertising.
With social media advertising you are using ads to target your “perfect client” by showcasing an offer, your expertise or anything else related to your business.
We have all seen those sponsored messages on Facebook or a promoted tweet on Twitter.
Advertising is an easy way to promote your business if you are willing to pay for it. Whereas with social selling you are using your personal brand and there is no money involved.
It might take some more time to establish thought leadership, but when it’s there it stays there.
Social selling versus social media marketing
Social selling is also something different than social media marketing.
With social media marketing the marketing team is targeting your ideal customer with corporate branded social media channels. This is mostly done through creating meaningful content with your customer community on social media.
Whereas with social selling it’s the sales person that uses his/her personal brand to build meaningful and personal relations with potential clients.
This implies that your sales representatives should be on those social media channels where your (potential) clients are. The most common are: LinkedIn, Facebook, and Twitter.
How do you start with social selling?
Being present online (on the right social media channels), demonstrating your expertise, establishing thought leadership and building relationships have become an important strategy for organizations.
No wonder so many companies want to start with social selling. But as you can imagine, rolling out social selling won't bring you overnight success.
Consistency is key: developing a habit of daily social activity, setting up learning initiatives for your salespeople, providing the right content on a regular base, etc.
These are crucial parts of social selling success.
Luckily for you, we can help you thanks to our methodology and easy-to-use platform:
- Our 1-click-to-share platform makes it easy and convenient for your salespeople to share content
- You stay in charge of your content look & feel.
- Track campaigns and learn which content performs better.
- Measure ROI by tracking URLs easily and find out which campaigns drive more sales
- Monitor the efforts of your salespeople: who is sharing, how many engagements and clicks they generate.
Let's schedule a demo to show you how we can help you achieve social selling success.