Are you a B2B account manager struggling to create a social media strategy and fully embrace social selling?
If so, you’re not alone. In today’s digital world, social selling is becoming increasingly essential for B2B account managers who want to stay ahead of the competition.
However, many B2B account managers are still reluctant to join the social selling bandwagon.
Well, there are a few reasons.
For one, they may not be sure how to use social channels like LinkedIn to their advantage.
They may also be worried about coming across as salesy or pushy.
If you’re in the same boat, don’t worry. We’re here to help. This blog post will give you tips and tricks for using social platforms. By the end of this post, you’ll be a social selling pro!
The Importance of Social Selling
With the rise of social media, businesses must embrace social selling to stay competitive. Social selling uses social media channels to build relationships and connect with potential customers.
Account managers who can effectively use social selling strategies can open up new doors for their business and close more deals. Here are some benefits:
- Builds trust and credibility: When you engage with potential customers with your social media content, you build trust and credibility. You can show them you’re an expert in your field by sharing relevant content and engaging in thoughtful conversations.
- Establishes relationships: Social media provides an excellent platform for building relationships as a part of your sales strategy. You can get to know them personally and learn about their needs and wants. These relationships will give you a better chance of opening and closing deals.
- Generates leads: Social selling can help you generate leads. You can engage with potential customers on social media to get them interested in your products or services. You can then direct them to your website or sales page, where they can learn more about your offer.
Now is the time to start if you’re not already using social selling strategies. Account managers who embrace social selling will be better positioned to succeed in today’s competitive marketplace.
The Benefits of Social Selling
While account managers have always been tasked with building and maintaining relationships with business customers, social media has created new opportunities for them to connect with prospective customers and further solidify those relationships.
Social media connects with potential and current customers, cultivates relationships, and builds trust and credibility. As a result, social selling can be an extremely effective way to boost sales and grow your business.
- Improved relationships with clients: by engaging with them through social media Interactions, you can deepen your relationship and better understand their needs. This will make it easier to sell them products and services that they need and want.
- Increased sales: by building trust and credibility with your clients, you’ll be in a much better position to sell them products and services. Social selling can also help you identify new sales opportunities that you might have missed.
- More efficient client communication: by communicating with your clients on social media, you can save time by having all your communications in one place. This will also allow you to keep track of meaningful conversations.
- Better client retention: by engaging with your clients on social media, you’ll be able to keep them happy and reduce the likelihood of them taking their business elsewhere.
Now is the time to start if you’re not already using social selling in your account management strategy. With the many benefits it offers, it’s an essential tool that you can use to boost sales, grow your business, and improve relationships with your clients.
The Risks of Social Selling
The risks of social selling are manifold, and they can have a severe impact on both the seller and the company they represent.
Perhaps the most obvious risk is that of privacy breaches.
If a B2B company uses social media to connect with potential customers without taking proper precautions, it may inadvertently reveal confidential information about its company or its products.
Sellers need to be aware of the risk of negative comments or reviews being left by customers on social media posts. Customers may use social media to vent their frustration publicly if they are unhappy with a product or service. This can damage the company’s reputation and make it difficult for the seller to continue doing business. Finally, social selling can also lead to wasted time and resources if it is not used effectively.
The Challenges of Social Selling
Many B2B organizations have struggled to find their footing with social media activities. This is especially true with leveraging a social media presence for selling. In fact, according to a study by The Economist Intelligence Unit, “77% of B2B marketers say that their organization does not have a social media marketing strategy in place.”
The biggest challenge for these organizations is that they are not sure how to use social media to support the sales process. They understand we can use social media for branding and lead generation. Still, they are unsure how to use it to help the account management process to deliver customer service and establish customer loyalty.
There are several ways to use social media tools for selling. The key is to find the right mix of tactics that will work for your organization.
Here are some tips to get started:
- Build relationships with your buyers. Make sure you are active on the right social networks for your targeted key accounts. LinkedIn is a great platform for connecting with buyers, but you may also want to consider Twitter, Facebook, and even Instagram. It is important to make sure you are connecting with your buyers on the platforms they are using.
- Use social listening to stay up-to-date on what’s happening with your buyers. Monitoring what’s being said about your buyers will help you stay up-to-date on their activities and priorities. You can use a tool like Google Alerts or Mention to set up alerts for specific keywords related to your buyer. It will notify you anytime someone mentions your buyer on the web.
- Share relevant content with your buyers. One of the best ways to nurture your relationships with buyers is by sharing relevant content with them. This could include blog posts, articles, white papers, infographics, or video content. The important thing is that the content applies to their needs and interests. Share content that will help them solve their problems or make better decisions.
The Future of Social Selling
To stay ahead of the curve, account managers need to be strategic in their approach to social media use. What worked in the past may not work as well in the future, so it’s important always to consider ways to improve your approach.
One way to do this is to focus on building customer relationships. In the past, we have focused key account managers on making the sale and moving on to the next customer. However, having more than traditional sales tools at your disposal has made it possible to build long-term relationships with strategic customers. By getting to know your customers and their needs, you’ll be able to provide them with better service and support.
Another way to improve your social selling approach is to use social media to create a personal brand. In the past, account managers may have relied solely on their company’s brand. However, social media has allowed individuals to build their brands. By creating a personal brand, you’ll be able to better connect with your customers and build trust.
Finally, stay up-to-date on the latest changes as platforms constantly change, and you need to keep current.
How to Use Social Selling
To succeed at social selling, you need to be active on the right social media platforms, use the right keywords, and post relevant and valuable content to your target audience. You must also be responsive and engaging when people reach out to you.
Find the right social media platform, as they are not all created equal. There are different platforms for different industries and different businesses. Find where your target audience spends their time online and focus your efforts there:
- Use the right keywords: Use keywords that your target audience uses when searching for information online. This will help you reach them when they actively seek what you offer.
- Post relevant content: Share blog posts, infographics, images, and other forms of content that will help educate your target audience about your industry.
- Be responsive: When someone reaches out to you, make sure you respond promptly. Show you are attentive and willing to help.
The Power of Social Selling
To be successful at social selling, you need to be strategic. It’s not enough to post random updates on social media; you need to have a plan and goals. You also need to be active on the right platforms and know how to engage:
- Start by creating a list of B2B customers based on your sales location. These are the companies that you want to do business with.
- Research each B2B company, and look for individuals who work there who would be prospects for your products or services.
- Connect with these individuals on social media, and start building customer relationships. Engage with their content, share your insights and experiences, and be helpful.
- When the time is right, reach out and ask if they’d like to discuss your products or services further. If they say yes, great! If not, don’t take it personally – move on to the next prospect on your list.
The Limitations of Social Selling
Social selling takes a more consultative and relationship-building approach than traditional selling techniques, which can be time-consuming for account managers who are used to working in a fast-paced environment. Also, some sales teams are hesitant to allow their account managers to use social media for work because of data privacy and security concerns.
The Impact of Social Selling
There are several reasons social selling is effective. First, it allows account managers to connect with prospects in a much more personal way. They can see what interests they have and start conversations accordingly. This leads to better relationships and more trust between parties.
Second, account managers can access a wealth of information about their prospects that they wouldn’t have otherwise. For example, they can see what kind of content prospects share, their pain points, and what they’re looking for in a solution. This allows account managers to tailor their pitch to each prospect, increasing the chances of closing a deal.
Lastly, account managers build their brand and establish themselves as thought leaders in their industry. When done right, they position themselves as experts in their field and help attract more high-quality leads.
Overall, social selling is a necessary part of modern B2B sales. Account managers who embrace it will be better equipped to build relationships, close deals, and grow their business.
Social Selling Strategies
Social media has infiltrated nearly every aspect of modern life, so it’s no surprise that the business world has been changed by social media as well. Social media is increasingly important in B2B sales and account management.
B2B buyers do their research online before ever contacting a sales rep, so account managers need to have a social media profile.
Furthermore, account managers now have a unique opportunity to build relationships with potential and current clients.
Here are some strategies that you can use to build relationships and drive sales.
Find and connect with key decision-makers on social media.
When you know the key decision-makers at a target company, you can connect with them on their social media accounts. Once connected, you can start building a relationship by sharing relevant content and engaging in conversations.
Monitor social media activity related to your accounts.
By monitoring social media, you can stay up-to-date and be the first to reach out if there’s an opportunity or problem. This approach can also help you keep tabs on your competition.
Use social media to nurture relationships and drive sales.
Once you’ve built relationships with key decision-makers, you can use those relationships to drive sales. For example, you could share a case study or white paper relevant to a decision-maker’s needs. Or, if you see that one of your contacts is attending an industry event, you could reach out and invite them to meet up for coffee.