What is social selling?

Social selling is a lead-generation method where salespeople engage directly with prospects on social media platforms.

Social selling is crucial because it drives sales, with 78% of social sellers outperforming their peers who don’t use social media. Social sellers also have a 51% higher chance of meeting their quotas. Whether you’re using LinkedIn for sales prospecting or growing your X following to foster industry relationships, social media is a powerful sales tool.

As business speeds up, sales reps spend more time online. The Salesforce State of Sales report highlights that reps are striving to meet rising customer expectations. Buyers want sales organizations to connect with them on their preferred channels, whether in person, via email, or on social media.

Today’s sales teams can engage customers on platforms like LinkedIn, Facebook, X, Instagram, YouTube, TikTok, and more. Salesforce’s State of the Connected Consumer report reveals that Facebook remains the top platform for brand engagement globally. As technology advances, social networks will continue to evolve, enhancing social selling opportunities.

The 4 pillars of social selling

1. Establishing your brand 

Begin by setting up a professional brand account on your selected social media platform. Utilize paid ads, monitor metrics, and create posts that showcase your product’s value through case studies and thought leadership content.

Conduct thorough research before launching your account. If your target audience isn’t active on TikTok, focus your efforts on other platforms. Review your competitors’ profiles to see how they craft their “about me” sections. Ask friends and colleagues to review your profile and provide honest feedback on your tone and messaging.

Learn about how to manage multiple social media accounts effectively.

2. Identifying your buyers 

Analyze where your most loyal customers spend their time online. Expand your search by exploring their networks. If you don’t have an established customer base, check who follows your competitors or search for posts with trending hashtags relevant to your solutions. The tools you use are crucial, and we’ll explore them in more detail later.

3. Engaging with insights 

Collaborate with your marketing team to highlight the latest blogs, reports, and thought leadership content. Have these resources ready when interacting with prospects. Ensure your comments or messages are relevant and add value to the discussion.

4. Fostering lasting relationships 

Engage with prospects authentically. Avoid overt sales pitches; instead, build genuine relationships by staying connected even when not making a sale. Like their posts, celebrate their achievements, and integrate into their networks.

Techniques for social selling

1. Become a thought leader

Social media is key for establishing thought leadership. It involves more than just posting regularly; it demands consistent effort over time. Data shows that over half of decision-makers value thought leadership in their choices, and nearly 60% are willing to pay more for brands with a clear vision. Despite this, many salespeople undervalue its potential for lead generation.

2. Connect with prospects

Social media is ideal for networking, but salespeople often face resistance. Building a strong personal brand and demonstrating expertise can ease this challenge. Prospects are more likely to connect if they see you as a knowledgeable resource rather than just a salesperson. Studies show that social selling significantly boosts pipeline filling.

3. Understand prospects through social listening

Social listening helps analyze customer conversations to gauge interest and buying signals. Focus on:

– Help-specific terms: Indicates a need for solutions.

– Industry terms: Shows awareness and intent.

– Location-specific terms: Identifies local prospects.

– Transactional terms: Reveals budget concerns.

– Brand mentions: Provides opportunities for engagement.

Measurement & analytics

Track performance: Use platform insights and tools to analyze and schedule posts. Match analytics with content to gauge success.

Engagement: Be personable and consistent. Cross-promote your social channels and focus on quality over quantity. Build relationships through consistent engagement and measure effectiveness over time.

Platform-specific best practices

Facebook: Check and post content weekly. Ensure two staff members manage each page. Avoid personal profiles for departments. Craft unique posts for different platforms. Use Audience Insights and avoid posting excessively long or improperly formatted content. Respond to criticism constructively and use alt text for accessibility.

X/Twitter: Post frequently and engage actively. Craft unique updates for different platforms. Use relevant hashtags and tag users thoughtfully. Track performance with X/Twitter analytics and use tools for management. 

Instagram: Post several times a week and interact daily. Use relevant hashtags, tag locations, and consider Stories for engagement. Increase visibility by sharing engaging content. Use alt text and enable two-factor authentication.

LinkedIn: Post content weekly and check the page every few days. Focus on providing value to group members and facilitate discussions. Make introductions and use alt text for accessibility.

YouTube/Vimeo: Use royalty-free music and credit creators. Ensure content is captioned for accessibility and enable two-factor authentication.

Conclusion

Social selling has become an essential approach for contemporary sales teams, leveraging social media to generate leads and forge valuable connections with prospects. Evidence indicates that social sellers outperform their peers, making it clear that incorporating social selling into your strategy can boost performance and align with modern buyers’ expectations.

To excel in social selling, concentrate on these four key areas: building a strong brand presence, understanding and identifying your buyers, sharing valuable insights, and nurturing enduring relationships. Adopting best practices for each platform will ensure effective management and content delivery, leading to stronger connections and increased sales.

To stay competitive in the evolving social media landscape, adapt to trends and adjust your strategies. Applying these insights will help you succeed in social selling long-term.