THE KEY ELEMENT OF SOCIAL SELLING
The business world is changing. How companies and businesses interact with their customers and prospective customers is also changing. One of the significant changes in the current business environment is the shift that has happened with the introduction of digital connectivity. Major buying decision power has moved to the hands of the consumer. Consumers are now, more than ever, actively involved in the business journey.
WHAT IS SOCIAL SELLING?
Hootsuite defines social selling as ‘the art of using social media to find, connect with, understand, and nurture sales prospects. It’s the modern way to develop meaningful relationships with potential customers so you’re the first person or brand a prospect thinks of when they’re ready to buy.’ This is a sales process that is social by nature and because buyers are humans and humans are social in nature, this proves to be an effective way to build connection. When it comes to making purchases all of us will prefer to follow the direction of those we trust.
Social media has provided an avenue for both businesses and customers to search, research, compare and form opinions about buying decisions, so customers are no longer being passively influenced by marketing and sales, they are actively consuming information on blogs, in articles and in social conversations. As a result, it is now critical for businesses to connect with customers and prospects more efficiently through social. The strategic process of doing this is SOCIAL SELLING
WHY GET INVOLVED
Like I mentioned earlier the business world of buying and selling is changing. The customer goes through a journey before making a buying decision. 57% of today’s buying process is completed before contact is made, also 73% of all B2B purchase decisions are made through a social referral. 94% of B2B buyers conduct some degree of research online before making a business purchase, and 55% of this number conduct online research for at least half of their purchases.
The modern B2B consumer is digitally driven, socially connected and highly mobile. Customers are searching and getting informed about their decisions before they make them. It is therefore imperative that businesses who want to establish thought leadership and expertise have a presence where customers are looking to find this information.
KEY ELEMENTS OF SOCIAL SELLING — GETTING STARTED
LISTEN
The age of B2B decision-makers is not what it used to be. B2B buyers and more importantly decision-makers are now way much younger and savvier than they used to be. A study by Google and Millard Brown Digital found that 46% of decision-makers are now aged between 18 and 34. This is also the largest social media user demographics, so we can say that your customers and prospective customers are talking all over social media. They are talking about what they like about your product as against that of your competitors, their pain points, improvements they are anticipating etc. If you are listening, all these avenues provide an opportunity for you to show up.
PROVIDE VALUE
Your social media content is a great way to share insightful information about your business, the industry you operate in and the problem your business exists to solve. 54% of social browsers use social media to research products. 84% of senior executives use social media to support a purchase decision. Identifying the questions and problems that your customers might have and providing answers and solutions to help them should be your focus. Provide credible answers/solutions to your customers’ dilemma and win a place in their hearts.
BE EASY TO FIND
There are 3.2 billion social media users worldwide. Are you easy to find? Because you want to establish thought leadership in your industry and maintain top of mind awareness with customers it is important that you position your business to be seen. You can do this by providing credible information that your customers need and are seeking as well as providing solutions to the issues that affect them.
This will enable you to build visibility, trust, connection and engage customers.
BUILD RELATIONSHIPS
Social selling is deeply social and as a result, it requires certain social elements such as consistent interaction and engagement to work. Remember you are dealing with humans, who are very social beings. 91% of B2B buyers are active and involved in social media. 75% of B2B buyers are significantly influenced by social media. Create new connections and find creative ways to nurture these connections to move your activities from social selling to offline selling and meetings.
All in all, social selling is selling which has evolved to match the modern-day business environment. Businesses need to integrate their social selling strategy in relation to the overall sales process in order to stay ahead of the curve in becoming a social business.
