Millennials now occupy 73% of business decision-making roles at companies in the United States. They are in the playground of how things should work. Be it any field. Sales and marketing are also not excluded from them.
Businesses which depend on cold calls and other traditional tactics for sales will no longer be sustainable. Social selling is the wave that is liked by Gen Z and millennials for marketing. Below is how it works.
· Find and connect with the audience
· Engage with prospects and build relationships
· Get social proof and share Infront of the ideal prospects.
Looks very simple which is a cost-effective yet more powerful method.
Social selling the inbound way
Social selling is a technique in which you connect and interact with your ideal customers and turn them into your potential buyers. Here you focus on the value you bring to their lives rather than directly pitching for sales. This is how you make the sales process inbound.
This strategy slowly got picked up in this decade now catching the fire like never before. The rise of the internet and also smart devices like mobile, tabs, etc. have fueled this segment.
The ability to create potential leads with minimal investment of time and money is what makes it special. Creating the content around this strategy will help you to grow as a brand too.
Why is social selling in the inbound way important?
By this time, you have already understood the importance of social selling. Here are a few points which make it more convincing.
· A LinkedIn study showed that 78% of social sellers outsell peers who don’t use social media.
· The same study also showed social selling leaders create 45% more opportunities than peers with lower SSI.
· Every dollar spent on social selling strategy will yield $5 in ROI within 6 months (source)
· People spend their free time on social channels and follow their interests on those platforms. So social selling will be the noninvasive approach rather than cold calling.
· This is the finest way to stay competitive and in talks among your audience.
· Tracking your prospects will be way easier.
B2B vs B2C social selling
While the concept of social selling across industries is the same there are 3 things business owners should know in terms of application.
B2C companies should focus heavily on visual content. To succeed in social selling companies should come up with more shareable and engaging content.
B2B companies will generally focus on creating professional content. Here Whitepapers/ eBooks can be used to leverage the game.
Channels or platforms
With the wide range of social channels available, it’s also important to know which channels to use for the business.
For B2C social selling, there are platforms like Facebook, Instagram, and Snapchat that serve the purpose at their best. Each platform requires a completely different approach though.
In B2B the options are limited platforms to focus on. Here textual content plays a major role in selling. Some important platforms are LinkedIn and Twitter.
Goals and Metrics
Lead generation and sales are the end goal in B2B. The way marketers measure the effectiveness of the content here is the traffic.
In B2C social selling focuses on community engagement and virality is the key. Here the content will be focused to drive more conversation between the brands and consumers.
Seven tips to ace up your social selling game
Serve before selling
People usually come to social media to learn something, not to buy. The best way to build credibility is to educate on the topic. When customers love your content delivery interest gets generated automatically.
Focus on the conversation before the conversion
Online networking is not much different from offline networking. Conversation helps in building trust and relationships quickly in both worlds. Plan your conversation in an effective way for a smooth buyer journey.
Hangout where your customers are
This is by far the most effective tip. You should have clarity on which platform your prospects are active on. When you know this, you can dive in as a problem solver in front of your audience and attract them.
Run co-marketing campaign
It's one of the best ways to quick visibility and growth. Collaboration is a mutually beneficial endeavor. Cross-brand promotion will save your marketing budget for outreach and gives you a chance to stand out quickly.
Consistency is the key. This refers to social selling also. You have to curate, create posts and share the content regularly. Consistency is also a factor that builds trust in customers.
Ask for reviews
Sales are incomplete without result-based testimonials. Result-based testimonials are the best way to grow and build trust in front of the audience. Use your consumer success story in your social selling.
Use influencers of your niche
The Creator economy is on rising. It's easy to leverage their audience to convey your message in Infront of them. Using the creators of your niche may sometimes be quite costly but yet more effective. Use their audience effectively.
In short, social selling the inbound way is building relationships with your audience. The best way to do it is by increasing your trust factor. The way you increase your trust factor is by educating them on how they can benefit from you.
One pro tip is to try to be different in your approach from others. When you try just to be the best you will be always replaceable. Being Different is what makes you stand out in public after a certain level.