Social selling has been around for a while, but it’s only recently that the concept has taken hold in B2B sales. Marketing teams have long used social media to advocate for their brands and products, driving traffic to their websites in the process. But it’s only been recently that B2B salespeople have truly begun leveraging this technology to reach out directly to prospects and drive revenue.
Define your target audience
By now, you’ve probably already started to think about your target audience and what they like. If you haven’t, it’s time to get down to business.
Your target audience is not just the people who are most likely to buy from you—it’s also the people who are most likely to share your content with others. They’re the ones who will help spread awareness of what you have to offer and generate business leads for you. You can’t afford not to know who those people are!
To develop this knowledge:
- Know where they hang out online (blogs, forums, etc.)
- Know what time of day they’re active online and when they typically engage in conversations related to B2B marketing topics (for example, early mornings Monday through Friday)
Identify the “ideal” buyer
With the help of buyer personas, your team will be able to:
- Better understand your ideal customer profile, which will help you refine your target audience.
- Create more relevant content that speaks to their pain points and needs.
- Improve how you communicate with prospects and customers alike by providing a better sales experience.
Study your competition
If you want to be successful in social selling, it’s essential that you understand your competition. If there is no real competition for your product or service, then this step may not be necessary. However, if there are several competitors in your market that are selling similar things at similar prices then it’s time to do some research on them.
What are their strengths and weaknesses? What makes them stand out from the crowd? Are they more established than you are? Do they have more followers than you do on social media platforms such as Facebook or Twitter? How do they market themselves to potential customers and what kinds of success have they had with these strategies?
These questions should help guide your own strategy as well as determine which aspects of your competitor’s approach could be improved upon by incorporating what works best into yours.
Utilize your content as a sales tool
The most important thing to remember when using content as a sales tool is that, if you’re not helping your customer understand the value of what you do and how it benefits them, then you are wasting your time.
Some of the best ways to use content in this way include:
- Utilizing your blog posts as educational resources for customers who need help understanding what it is that you offer. If a customer can read about other companies who have “done it right” by working with you, then they’re going to be more likely to trust that you can do the same for them too.
- Using case studies on social media—or in emails—to demonstrate how clients have benefited from working with you or other successful businesses like yours may also provide an opportunity for them to see why they should choose your business over another company.
Start conversations through social media platforms
- Start conversations through social media platforms.
- Use social media to find out more about your customers and what they are interested in.
- Create a community around your brand.
- Get feedback from your customers.
Optimize your online presence
The first step in maximizing your sales potential is optimizing your online presence. You need to have a website that’s easy to find, has all of the information buyers need about you and your product, and looks professional.
You also need to make sure that your social media profiles are well-maintained—and this means more than just having a Facebook page or Twitter account. You should maintain an active presence on social media platforms like LinkedIn, Instagram, Pinterest, YouTube and Snapchat so that potential customers can get to know you better by seeing what kind of person they’d be buying from (and maybe even follow along on some of those platforms).
Know to find the best ways to reach customers online.
There are several ways to use social media as a tool for B2B sales. First and foremost, you need to know who your audience is. Understanding their interests, needs and pain points will allow you to create content that resonates with them.
Also important is creating an online presence by optimizing your website and creating an active YouTube channel where videos can be uploaded regularly in order to build brand awareness.
To be effective at social selling, it’s also critical that you understand how your competitors are using their own social channels so that you can take advantage of what they do well.
Finally, having engaging content that provides value makes all the difference when trying to win over new customers online using social selling techniques!
It goes without saying that social selling is an essential skill for any professional in today’s sales environment. It’s the best way to build rapport with potential customers, and it can help you uncover key insights about their needs, preferences, and interests. While there are many different strategies for using social media to meet these goals, we believe that the above six tips are some of the most important ones to keep in mind when using this technique.
SocialEpoch is a B2B social selling solutions provider, dedicated to helping businesses leverage the power of social media to drive sales and increase brand awareness.
Our team of experts has a deep understanding of the unique challenges and opportunities that B2B companies face in the digital age. We work closely with our clients to develop a customized social selling strategy that is tailored to their specific business goals and target audience.