In this article we explore what Social Selling is and why it can be instrumental in generating right business opportunities for your Company(lead generation) or professional activity (personal branding).
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In recent years we have witnessed a digital revolution that has radically transformed hitherto analog sectors and concepts.
Just think of how with the advent of social media, classic and traditional business dynamics have quickly given way to a more engaging and interactive approach: social selling.
This innovative practice of conceiving commerce has enabled companies to reach their customers more easily and, more importantly, to build authentic and lasting relationships with their audiences.
In this article we will go into detail and understand the social selling index what it is in Marketing and how it can be a powerful resource for companies that want to increase sales and improve their online presence.
Get ready to discover how to turn your social media business profiles into powerful sales tools and seize all the opportunities Social Selling has to offer for the success of your business
Social Selling meaning
But what exactly is meant when we talk about Social Selling?
It is a strategy of social media marketing in which the process of acquiring contacts and customers is done by connecting with audiences through social media, providing valuable content and understanding users’ needs.
But beware, the concept of Social Selling, is not limited to the mere promotion of products and services through social media.
In contrast, it moves away from traditional push sales techniques with the sole objective of selling the product, to embrace an attraction mindset and develop trust in a brand through relevant content and meaningful conversations.
In short, this strategy is based on the idea that being successful in sales comes from the ability of the company and the departments in charge within it, to understand and meet the needs of customers by establishing a relationship of mutual trust with them.
Let us now explore the main benefits of Social Selling and how businesses can leverage them to achieve tangible results in their sales process.
Why Social Selling is Important for Companies: the Benefits
The purpose of Social Selling is to make a direct connection in the mind of the target audience during the selling process.
Simply put, through Social Selling it is possible to become the brand of choice, not just an option, in the minds of potential customers.
But let’s take a closer look and understand what the main benefits of Social Selling are.
Building Authentic Connections
Social Selling, as we have already anticipated, allows companies to establish more authentic connections with their audiences through direct interactions and the sharing of relevant content.
This promotesincreased trust in the company and brand and automatically increases the likelihood of conversion.
Increase Brand Visibility
With the widespread use of social media, companies are able, through Social Selling, to increase their online visibility and reach new market segments.
This results in increased brand visibility and amplification of sales opportunities and contact generation.
Understanding the Market Better
Through interactions and by analyzing user feedback on social media, it is possible to obtain valuable information that will provide insight into the market.
In this way, companies have a powerful tool to better understand the needs, wants, and pains of their target audience and adapt different sales strategies accordingly to meet those needs.
Increasing Conversions
Obviously, Social Selling aims to bring yes value to the community but also to generate conversions.
Through synergistic work between a company’s sales and marketing departments , it is possible to achieve the set goal.
Social Selling can position your brand in your customers’ daily interactions, so it will become an integral part of the entire buyer journey.
Let’s take an example. You own a business that deals with make-up products, and every day you offer content that shows how to best achieve a make-up for a given occasion, trying to answer followers’ questions and dispensing useful advice.
Over time you will be able to create a community interested in what you share and what you offer.
In the minds of your followers, your company will become a reliable reference point, and when they need to buy a new make-up product, they will most likely think of your company, thus turning into actual customers.
But how do you go about creating such a strong and successful social presence? Let’s look together at the best practices that can be put in place to implement a successful Social Selling strategy.
To Do List for an Effective Social Selling Strategy
Let’s get to the practical part of this article and examine together the to do list for building an effective Social Selling strategy.
By following such a ladder, it is possible to successfully implement a Social Selling strategy in the business environment.
Define a Strategic Plan
As with any marketing strategy, it is essential to have a clear understanding of the business objective you want to achieve and consequently to study a detailed strategic plan that can lead to the achievement of the desired result.
At this stage, it is therefore necessary to know specific goals, the ideal buyer persona, and to assess which social platforms are best suited to promote the company.
Only once these aspects are defined can you move on to creating a targeted content strategy.
Produce Content of Value
Content is the engine of Social Selling. It is critical to create content that adds value to the community and addresses their needs and interests. This will create a strong connection with the brand.
You should focus on creating informative, educational, and engaging content such as videos, articles, webinars, infographics, and so on. The important thing is to provide people who follow you with content that is in line with your target industry.
Create an Editorial Plan for Content
Organizing content over time is an extremely important practice that will allow you to know exactly what to publish, when to publish it, and on what platform.
This is a real calendar in which to include all the information and type of content you are going to publish.
This way you will have an organized strategy over time and it will be easier to make posts in advance and maintain a regular cadence of publication.
Foster Interaction and Engagement
The success of a Social Selling strategy depends on interactions with the target audience.
Encourage dialogue and make sure you have an online presence, responding to your followers and participating in conversations related to your target industry.
This will increase engagement and give you even more useful information about your target audience.
Monitor and Optimize Performance
At this point you can see if the work done up to this point has brought the desired result. Social Selling is an ongoing process that needs to be constantly monitored and optimized.
Here are some metrics to keep track of at all times:
- Engagement Rate (likes, shares and comments)
- Conversion Rate
- Lead Generation Rate
- Percentage of Clicks (CTR)
- Follower Growth
Periodically measure the performance of your Social Selling activities to identify strengths and any areas for improvement, making changes and optimizations if they are needed.
Social Selling examples: which social channels to use
But on which social platform should you establish your online presence? There are several, and each offers opportunities and tools for companies that want to interact with their target audiences and generate conversions.
Choosing the right platform may or may not determine the success of your Social Selling strategy.
As we at Factory Communication always say, it is important to always have the right content, at the right time, in the right place!
Social Selling on Linkedin
Linkedin is a social platform with a professional-oriented nature and is the ideal platform for a B2B-focused Social Selling strategy.
It is the perfect place to share industry content, network with other businesses, and cultivate one’s corporate image in a professional manner so as to attract the attention of potential clients or business partners. Basically, thanks to this social profile, users find the right people and in line with their business goal.
Social Selling Facebook
Although it is often associated with the personal sphere, Facebook offers great possibilities for Social Selling, especially in the B2C sector.
Companies can use company pages and industry groups to share content, interact with users, and promote products and services through targeted ads.
Social Selling Instagram
Instagram, with its focus on visual content such as photos and videos, is the ideal platform for doing Social Selling in the fashion, lifestyle, food and design industries.
You can leverage this platform to share creative and engaging product photos and videos, implement an influencer marketing strategy, and take advantage of the integrated shopping feature to simplify sales.
Social Selling TikTok
Finally, the TikTok platform is perfect for those companies that target young people.
With its playful and creative mood, it is the right place to promote your company in an engaging way.
TikTok is primarily community-based, so you should engage your target audience by following trends, participating in challenges, and interacting with your followers.
Make fun and engaging content such as tutorials or behind-the-scenes videos to highlight your Brand’s personality.
In conclusion, choosing the right platform on which to establish your online presence depends on your target industry, target audience, and business and sales goals.
At Factory Communication we are always ready to lend you a hand in crafting the marketing strategy tailored to your business. We will help you establish your online presence and lead you toward your goals.
Want to learn more about Social Selling and Social Strategies?
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