The Best Platforms for B2B Social Selling

B2B social selling

Your company has recently invested in social selling and tasked you with creating a course for your sales team. You’re not sure where to start or what the course should include.

This post will outline social selling and its importance to your business. I will also provide a step-by-step guide for creating a social selling course to engage and educate your sales team.

What is social selling?

Social selling is using social media to connect with potential customers, build relationships, and ultimately close deals.

It’s important to note that social selling is not the same as social marketing. Social marketing is about creating content and advertisements that promote your brand, while social selling is about using social media to interact directly with potential customers.

Why is social selling important?

In today’s day and age, buyers are more informed than ever. They have access to a wealth of information at their fingertips, and they often do their research before even speaking to a salesperson.

According to Forrester Research, 61% of buyers prefer to research on their own before talking to a sales rep. This means that when potential customers reach out to your sales team, they may already be 60% through the buyer’s journey!

You could miss out on valuable leads if your sales team isn’t using social media to connect with potential customers. Studies have shown that social sellers are more likely to achieve their quotas than those who don’t use social media for selling.

So how do you get started with social selling? Keep reading our step-by-step guide to creating a social selling course for your sales team.
What is B2B social selling?

B2B social selling is using social media to connect with potential customers and build relationships that eventually lead to sales. To succeed at social selling, you must first understand what it is and how it works.

The benefits of B2B social selling

Social media has levelled the playing field for business-to-business (B2B) sales, allowing companies of all sizes to connect with potential customers and partners.

Sales representatives who embrace social selling can build relationships, generate leads, and close deals more effectively than their traditional counterparts.

Here are some of the key benefits of B2B social selling:
1. Greater reach: You can connect with potential customers and partners worldwide with social media.
2. Cost-effective: Social media is a cost-effective way to reach new markets and expand your footprint.
3. Increased visibility: When you engage in social selling, your brand will become more visible to potential customers searching for products or services like yours.
4. Enhanced reputation: By providing valuable content and engaging with your audience on social media, you can build trust and credibility for your brand.
5. Increased leads: Sales reps who use social media outperform their peers in lead generation.
6. Faster sales cycles: Social selling helps you move prospects through the sales cycle faster by building relationships and trust early in the process

The difference between B2B and B2C social selling

B2B social selling uses social media to build relationships with potential and existing customers to drive sales.

B2C social selling uses social media to build relationships with potential and existing customers to drive sales.

However, there is a key difference between B2B and B2C social selling: in B2B social selling, the focus is on building relationships with decision-makers within a company, whereas, in B2C social selling, the focus is on building relationships with individual consumers.

Because of this key difference, B2B social selling requires a different approach than B2C. In B2B social selling, you need to identify and connect with key decision-makers within a company, and then build trust and credibility with them so that they will do business with you.

To do this effectively, you need to understand what motivates them, their pain points, and their needs. You also need to provide valuable content to help them make better decisions.

The elements of a successful social selling strategy

If you’re looking to create a successful B2B social selling course, there are a few key elements you’ll need to include. First, you’ll need to identify your audience, buyer personas, and needs. Next, your social media strategy needs to deliver valuable and engaging content. Finally, you’ll need to promote your course through social channels.

Creating a social selling persona

Most people in sales have a hard time understanding social media. They see it as a necessary evil or a gigantic time sink.

The key to social selling is understanding that social media extends your existing sales process. The goal is not to waste time on social media, but to use it as a tool to help you close more business.

The first step in social selling is to create a buyer persona. This is the person you want to target with your message. Your persona should be as specific as possible. For example, if you sell software that helps businesses track their inventory, your persona might be “ Lori, the inventory manager for a small business.”

Once you have created your persona, you need to find where they hang out online. What are the websites and social networks they use? What kind of content do they consume?

Armed with this information, you can start creating content that will resonate with your persona. The key is to provide value without overtly selling. If you can establish yourself as a trusted source of information, you will be in a much better position to sell when the time comes.

Researching your target audience

Before creating a social selling strategy, you need to understand your target audience and what they want. To do this, you need to research your audience. There are a few ways you can do this:

  1. Look at your current customer base: Who are they? What do they do? What do they want?
  2. Use market research tools: Look at demographic data, industry reports, and social media data to get an idea of who your target audience is.
  3. Talk to people: Use surveys, interviews, and focus groups to understand your target audience’s wants.

Once you understand your target audience, you can start executing a content strategy that appeals to them.

Creating valuable content

To be successful in social selling, you need to have a strategy for creating and sharing valuable content with your target audience. Your content should be interesting and informative, and it should be something your audience will want to share with their network of connections.

There are a few different ways that you can go about creating valuable content for your social selling strategy:

  • Write blog posts or articles that apply to your industry or niche.
  • Share infographics or other visual content that is easy to consume and share.
  • Create videos that teach your audience something or show them how to do something.
  • Post updates on industry news or developments that your target audience would find interesting.

Once you have some valuable content created, you need to share it with your social media posts where your target audience is active. This could include LinkedIn, Twitter, Facebook, or any other platform where potential customers spend their time. Besides sharing the content yourself, you can also reach out to influencers in your industry and ask them to share it with their followers.

The best social platforms for B2B social selling

LinkedIn is the best social media platform for B2B social selling and is the largest professional network in the world. LinkedIn allows you to connect with potential customers, build relationships, and create an authoritative presence.

LinkedIn

LinkedIn is the most popular social media platform for B2B social selling, with nearly 80% of social sellers using the platform. LinkedIn is a powerful tool for connecting with potential customers and building relationships. The platform can find leads, research companies, and connect with decision-makers. LinkedIn is also an effective platform for content marketing and thought leadership.

Twitter

Although Twitter might not be the first platform that comes to mind when we think about B2B social selling, it can be an extremely effective tool for connecting with potential customers and building relationships.

With Twitter, as with any social platform, the key is to provide value through social media content. Don’t just post links to your products or services — instead, share helpful content that your target audience will find useful. For example, you could share blog posts, infographics, industry news, tips and advice.

You should also take the time to interact with other users on Twitter as a pathway to growth. This starts with listening and could involve retweeting relevant content, replying to tweets, joining in on Twitter chats, and following potential customers. Doing this will build a rapport with potential customers and position yourself as a trusted resource within your industry.

Facebook

Facebook is one of the hottest social media platforms among B2B decision-makers and influencers, with 61% saying they’re likely to engage with a brand on the platform and 80% say Facebook has helped them make better purchasing decisions.

That’s good news for B2B companies selling on social media, as Facebook provides several powerful tools for reach, engagement, and conversion. Here are some tips for using Facebook to support your social selling efforts:

  • Use content to start conversations: One of the most effective ways to start with social selling on Facebook is by creating and sharing relevant content that will spark conversation and interest among your target audience. Consider creating a mix of original posts, infographics, blog articles, videos, and other types of content that will help you get noticed and start building relationships.
  • Take advantage of groups: Another great way to connect with potential customers on Facebook is by joining and participating in relevant groups. This can help you build relationships, share your expertise, and get started on the path to social selling success.
  • Use targeted ads: Facebook offers many powerful targeted ad features to help you reach your ideal customers. By targeting your ads based on interests, demographics, behaviours, and other factors, you can ensure that your message is being seen by the right people at the right time.
  • Use Messenger: Messenger can be a great way to connect with potential customers. You can use Messenger to send messages, answer questions, provide valuable information, and build relationships.

Measuring the success of your social selling strategy

It’s difficult to measure the success of your social selling strategy. You need to consider the leads you generate, the sales you make, and the ROI of your social selling course. In this article, we will talk about how to measure the success of your social selling strategy.

Sales metrics

As the old saying goes, “what gets measured, gets managed.” With social selling, this could not be more true. Without sales metrics, you will have no way of assessing whether your social selling strategy is working.

There are a few different sales metrics that you can track to gauge the success of your social selling strategy:

  1. Reach: this is the number of people exposed to your content.
  2. Engagement: this is the number of people interacting with your content.
  3. Leads: this is the number of people who have shown interest in your product or service because of seeing your content.
  4. Sales: this is the number of people who have purchased your product or service because of seeing your content.

Social media metrics

While some marketers may scoff at the idea of social media providing any concrete ROI, the fact is that some social media metrics can measure the success of your social selling strategy.

Some of the most important metrics to track include engagement, reach, leads generated, and sales converted. By tracking these metrics, you can get a good idea of which aspects of your social selling strategy are working well and which could use some improvement.

Here are a few more specific details on each of these social media metrics:

  • Engagement: This metric measures the level of interaction between your brand and its followers on social media. Engagement can be tracked by looking at the number of likes, comments, and shares your posts receive and the time people spend interacting with your content.
  • Reach is a measure of how many people see your content on social media. A post with a large reach is one that many people saw, while a post with a small reach is one that only a few people see. Depending on your goals, focus on increasing either your overall reach or the reach of specific posts.
  • Leads generated: This metric measures how many leads (potential customers) you generate through social media. You can track leads generated by looking at the number of people who click through to your website from social media or fill out a contact form after seeing your content.
  • Sales converted: This metric measures how many sales you convert through social media. You can track sales converted by looking at the number of people who purchase after clicking through to your website from social media.

Lead generation metrics

Once you’ve implemented your social selling strategy, measuring your success is important to determine whether your efforts are paying off. There are a number of different metrics you can use to do this, but some of the most important ones for lead generation are engagement, reach, and conversion.

Engagement is a measure of how often your target audience is interacting with your content. This can include things like likes, comments, and shares. The more engaged your audience is, the more likely they are to pay attention to your messages and take action on them.

Reach is a measure of how many people in your target audience are seeing your content. This can be a function of the size of your audience and the frequency with which they see your content. If you have a large audience who only sees your content occasionally, you will not generate as many leads as you would if they saw it more often.

Conversion measures how many people in your target audience take the desired action after seeing your content. This could be signing up for a newsletter, downloading a white paper, or purchasing. The higher your conversion rate, the more successful your social selling strategy.

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