Selling is much more than knocking on doors, making cold calls and demonstrating the uses of products. Buyers do not want to deal with sellers until they are convinced of what they want and thanks to this, Social Selling was born .
The variables that are part of the purchase process have evolved. Users prefer to search for information on the Internet and social networks , to find that product or service that is designed to meet exactly what they need.
This has completely changed the ground for sales departments, since, if the public is online before making the purchase decision, this is precisely the place where they must attack.
So, for those who are looking for an innovative and creative way to anticipate the needs of potential customers, this is the article they need to read.
What is Social Selling?
The Social Selling is one of the techniques of Digital Marketing and required by companies in all sectors.
It is based on designing and applying strategies within social networks to identify potential customers, make contact with them, understand their purchase needs and establish a relationship of trust to generate leads, with the intention of gaining positioning in the digital field.
It is true that even telemarketing works as a method to establish contact with a potential client – to offer an insurance policy or a credit card – but in many cases they prove to be ineffective, as well as invasive and uncomfortable for the public. .
Social Selling prevents this from happening and the results indicate that it achieves a conversion rate of up to 69% .
Why is strategy important in Digital Marketing?
As we already mentioned at the beginning of this post, today’s consumer likes to be informed before even stepping on a store or visiting a virtual store.
Therefore, we will mention the most important aspects that Social Selling brings about digital strategies:
Through this technique you can create a community of current, new and potential customers.
This allows to raise the level of sales and generate new business relationships.
Positioning to influence the purchase decision
By using the Internet to find out about products and services, having positioning and presence in social networks opens the possibility of anticipating your needs.
Something that directly influences lead generation and the level of sales.
Know the target audience
It is a method that allows any organization to establish a contact and gather information about the needs, tastes, interests and concerns of current buyers.
This, in addition to the tools within social networks, allow us to increase the knowledge we have about potential clients and use it for the benefit of the company.
By knowing the public in depth, significant changes in the value offer that a company has can result.
At that time, products and services can be adjusted to meet the needs and expectations, with the aim of stimulating a relationship that extends over time.
Have relevance and influence
A company with a large list of current and potential customers acquires relevance in the digital environment.
In addition, if the above aspects are achieved, both the company and its executives gain reputation and this facilitates future business relationships.
It is important to mention that, in order for it to work properly, the messages that are disseminated must be consistent and be part of a logical loyalty and recruitment strategy.
Social Selling allows any company to gain digital authority in their area, the basis of almost any Digital Marketing plan that has been developed.
How to develop a successful Social Selling strategy?
1. Define the brand
Users like to relate to brands similar to a person, that is, they feel they are talking to a human being, not a company or a machine.
Sharing the experience of the organization, the skills that are handled and the real cases of customer satisfaction can help create and define the personal brand of the company.
2. Choose the ideal platforms
At this point it is important to know the target audience very well. In this way, the most similar platforms and social networks will be known and where they spend most of their time online.
Once this is done, they prioritize each other in terms of relevance and establish specific strategies for each of them.
3. Identify the keywords
The keywords are those terms that allow companies to understand the context in which customers look for information related to them.
There are tools and keyword search engines to optimize the contents of the inbound marketing strategy, with the intention that it is well positioned and exposed to the target audience.
4. Design the content strategy
When identifying platforms and keywords, it is time to determine what type of content is ideal for sharing .
This is the cornerstone of Social Selling strategies, so you should be focused on sharing valuable and relevant content to help potential customers make good decisions about meeting their needs.
All this allows, in the long run, companies to gain a good image and credibility in the market.
It is important that there is a good portion of original materials and a part is dedicated to sharing content from other sources related to the company and providing the organization’s perspective on this issue.
5. Establish relationships
This is also what Social Selling is about, relating to the company’s contacts.
Being attentive to their posts, interacting, commenting and starting a conversation is a good way to do it.
6. Pay attention to customer needs
We have already mentioned it before, because it is essential for Social Selling.
Identifying the needs and interests of contacts and using social listening tools such as Google Alerts to monitor what is being talked about online about the industry and competitors is the ideal way to fulfill it.
7. Set indicators
Measuring the impact of the Social Selling strategy periodically based on the objectives set at the beginning of the strategy is essential to have an effective perspective.
This varies according to what is important for the company within a given period, such as the level of sales, lead generation, among others.
How to accompany the results of the strategy?
This strategy generates a great impact when social platforms are chosen where a large part of the ideal audience can be found. In most cases they are usually Facebook and Instagram .
Here are some actions to use them properly in a Social Selling strategy:
- Create fanpage profiles on Facebook and company on Instagram: in this way, users will understand that it is an organization instead of a natural person;
- Upload original photos about the company or its members: this gives the account a humanized touch and better defines the brand;
- Share content from experts and other companies in the area: thus, other perspectives are provided and the public is educated;
- Establish an editorial calendar: it is important that there is evidence in the publication of content;
- Avoid being spam: filling the network with many materials can be counterproductive. Two daily contents is ideal;
- Making social listening on Instagram: the platform’s search engine allows you to monitor the contents related to the company or specific topics. In this way, topics are identified and prospects are found;
- Establish partnerships with influencers: these profiles contain a large amount of audience that can benefit an organization. However, it is important to choose those who have communities related to the brand.
The Social Selling , as a technique for inbound marketing is to generate a connection with the ideal audience without establishing a direct and intrusive contact. It is a strategy based on building relationships with potential customers, to anticipate their needs and provide solutions at the right time.
It is important to make it clear that it is a process that takes time, since it is necessary to know and measure the ideal profiles of users to find the means and tools indicated to obtain the expected results.
Social Selling is not a direct conversion channel, but increasingly, the purchase process becomes a social activity and that is why it is so important that companies understand the scope of this method and consider it as a real possibility for Apply within your strategies.
It can be concluded that, for a company or organization to survive in such a competitive market, they must train their teams to use social networks and other technologies as sales and differentiation tools .