Social selling has shifted from an opportunistic strategy to a strategic imperative for businesses.
B2B companies that sell directly to business customers and other suppliers need to build trust and credibility with their target audience to close sales.
With the rise of social media as a marketing platform, it’s easier than ever to create an engaging story that connects with your audience on an emotional level. B2B companies that sell directly to business customers and other suppliers can leverage these same storytelling techniques to present their brand’s authentic, personable image.
Let’s explore how.
Tailor your brand to your audience
When planning a social media campaign for your B2B business, you must take an in-depth look at your target audience and their needs. Besides understanding their business needs, you should be able to identify the people who will be most interested in your product or service. Then, you can craft your social media strategy that appeals to the right people.
With a better idea of who you’re targeting, it’s important to understand how your customers interact with social media. While most consumers focus on networking and sharing content, businesses should remember that social media has a different purpose. Your social media posts should support your business objectives, and not be a distraction from the main goal.
Create a Compelling Personal Story
When you think about social selling, you probably don’t immediately think about a compelling personal story — but it’s one of the most relevant aspects of social media for B2B marketing. At their core, social networks are about connecting people. When you create a post, you’re essentially sharing your story with your audience, inviting them to interact and share their thoughts.
You first need to set the stage to create a compelling social selling story. We can do this by introducing the problem your product or service solves or explaining your company’s mission.
Next, outline why your product is the right choice for your customers. Be sure to include benefits that apply to your audience, such as how your product solves their biggest problems.
Demonstrate your expertise
A social selling approach to B2B marketing is about establishing trust and credibility with your audience. The best way is to show your audience that you understand their needs and problems and that you’re an expert in your field.
A way to do this is to create social media posts that show how your products or services solve specific problems. For instance, if your company provides a software solution for salespeople, it may be helpful to show how your product solves a common problem.
On the other hand, if your products or services are broader, you may pick a specific problem your customers are facing. For example, a technology company may want to highlight how it can help a company with its infrastructure needs.
Connect on an Emotional Level
Ultimately, the goal of social selling is to connect with your audience. Creating posts that speak to your audience’s emotions is the best way.
There are different ways to do this.
For example, you can write social media posts that engage your audience through personal stories. Alternatively, you can use visual content to create images or videos that speak to your audience on a more emotional level.
It’s important to note that you can tackle only some emotions your audience has. Instead, you can focus on the most prevalent emotions, such as hope, fear, or joy.
Social media is an important marketing channel for B2B companies. The right social strategies will help you connect with your audience and build brand loyalty.
When creating a social strategy, consider your customers’ needs and the people who will be most interested in your product or service. Then, tailor your brand to your audience, create a compelling personal story, and show your expertise.
Connect with your audience, and you’ll be building a social selling strategy that will support your growth.