Social Selling: 6 tips for setting up your strategy
Social Selling consists in exploiting social networks to favor the sales of a company and to improve its commercial prospection on the web.
A good Social Selling strategy relies on 6 levers for maximum efficiency.
A good strategy of Social Selling is not reserved for salespeople, it involves all employees of the company and it relies on six levers for maximum efficiency.
1. A clear social media strategy
Your Social Selling strategy must be inseparable from your Social Media strategy.
Before you start to conquer new customers on social networks, you must first set a clear editorial positioning on each of these digital communication media.
What are your goals on Facebook?
What types of content do you want to post on Twitter?
What are your current ways on social networks?
What statistical indicators do you need to consider on LinkedIn?
All of these queries should be answered in your Social Media strategy to lay the foundation for what will be your Social Selling device.
2. Relevant and engaging content
70% of Internet users prefer to discover a brand through original or creative content!
Do not hesitate to offer quality content with various formats (articles, computer graphics, videos, games, contests …) as part of a mature content strategy.
It is also advisable to publish and disseminate practical tips to demonstrate your expertise in a particular area or to publish content that is in line with the expectations and aspirations of your community.
In general, three golden rules must be respected as part of your Content Marketing:
- publish value-added content,
- at the right person and
- at the right time.
A good content strategy is a vital foundation for your Social Selling.
3. A neat image of your employees on the web
Personal branding is about promoting an individual and their image through the marketing techniques usually used to promote a brand.
The personal branding approach can be undertaken as part of a professional activity or more personal.
In this sense, do not hesitate to make your employees aware of the importance of their profiles on social networks (Twitter, Linkedin, Facebook in particular) and the need to work on their image via relevant and regular publications.
If the personal branding of your employees (directors, managers and employees) is well worked and they appear de facto as true experts in their field, your brand will in turn benefit from this notoriety.
The success of your Social Selling strategy depends heavily on the quality of the personal branding of your employees!
4. A strong mobilization of your employees thanks to Employee Advocacy
A good Social Selling strategy also requires a strong involvement of your employees in the digital strategy of your brand.
Employee Advocacy is about making your employees the best ambassadors for your brand by inviting them to relay branded content on their own social networks.
The Employee Advocacy is particularly effective since 90% of Internet users feel more concerned about a publication by an individual than a brand.
Today, there are several solutions to quickly implement Employee Advocacy strategies that encourage employee engagement on the web. Spitche is of course one of them.
5. Automated customization of the relationship via Marketing Automation
Marketing Automation is about automating marketing tasks such as sending personalized emails, viewing additional content based on user behavior, or posting content on social networks.
By collecting data about your prospects and customers, you can better understand your target profile and you can offer personalized interactions that help build a relationship of trust with your customers.
Whenever possible, you should take into account the specificities of each of your typologies of customers and prospects to be sure to offer content relevant to their situation.
Automation also saves time, allowing you to spend on more value-added tasks, such as creating content, engaging with prospects, or thinking strategically.
In sum, automate what can be to spend more time improving your Social Selling!
6. Efficient monitoring of your business sector
Monitoring your sector must be the invisible counterpart of your Social Selling strategy.
Monitor your prospects, listen to your market, analyze what competitors are doing, study the behavior of decision-makers and influencers, all valuable information that will help you improve your positioning on social networks while promoting the relevance of your content.
Be attentive to what is happening in your sector and do not hesitate to relay the content that you think is relevant to the expectations of your prospects!
Valuing your watch, it is to benefit from a better notoriety with your networks and thus to improve your power of Social Selling.
A strategy of Social Selling is exciting to implement since it involves a collective work and a global reflection on the digital strategy of the company.
Whether it’s sales people, marketers, or people working in human resources, everyone in the organization needs to be involved to maximize the effectiveness of your Social Selling strategy.
If you have any questions regarding how to set up this strategy you can contact us and we will help you.