The Importance of Social Selling and the Benefits It Can Give Your Business
Are you using social sharing? Chances are that you’re relying on the technique even if you don’t realize it. In essence, this is a technique that utilizes social media channels as the company’s pipeline. Interactions are based on engaging the audience, building personalized relationships and selling on the basis of highly unique preferences.
Social selling can help you grow your business, which is why it shouldn’t be underestimated. Here are some of the main reasons why social selling should be a part of your everyday practices.
Enhanced Engagement = Improved Selling Efforts
Gone are the days of cold calling and doing outbound promotion. Today’s prospects don’t really interact with businesses this way. The lack of personalization reduces the effectiveness of campaigns significantly, making it quite difficult to generate new leads.
Social selling helps for optimal engagement.
Your social channels are the perfect platforms for interacting with current and future customers. You can learn a lot about their preferences, needs and the types of content that result in the highest level of engagement.
Engagement establishes brand loyalty and, in turn, it can lead to a bigger sales volume over time. Social selling focuses on this engagement through useful content and meaningful interactions with prospects. If you invest in the creation of quality content/the right type of reputation for your brand, chances are that the audience will respond with loyalty.
Social Selling Builds Authentic Relationships
Cold calling doesn’t work because it’s intrusive, generic and let’s face it – annoying. This is the main reason why sales teams have been looking for an alternative.
Social selling allows for the establishment of genuine relationships. Building relationships is an absolute essential for the long-term success of a business strategy. Social tools give sales professionals a deep insight into what people find interesting. Based on this information, they can modify the approach in order to yield the best possible results.
According to a recent Hootsuite report, one in three B2B sellers say that social selling has helped them increase their number of leads. What’s even more impressive, 39 percent of the marketers questioned said that the use of social media helped them reduce the amount of time that will otherwise have to be dedicated to lead research.
B2B professionals see many other benefits in using social selling. A deeper relationship with leads is quoted as a massive benefit by 31 percent of the marketers questioned. Twenty-four percent believe that it improves conversion rates and 14 percent attribute shorter sales cycles to the use of social media platforms.
The authenticity of the interaction and the effortless targeting are both reasons for the ability to build better relationships with prospects. Many potential clients use social media to look for information or even write about their specific needs. All that it takes is choosing a good data analysis tool and marketers can experience unbelievable levels of personalization as a result.
As already mentioned, social selling is all about building relationships. These relationships result in customer loyalty and repeat clients.
Research suggests that sales professionals who rely on social sharing get a 55 percent customer renewal rate. Their sales forecast accuracy reaches the impressive 54 percent. In addition, professionals who use social selling are 79 percent more likely to attain their quota than sales reps who focus on old-school promotional techniques or selling methods.
Customer retention is the result of sharing content, communicating directly and working on addressing the specific issues or concerns that prospects have. These help for customer retention in the long-run – one of the staples that sustainable company growth is based on.
Higher customer retention leads to predictability and a chance to make business plans on actual data.
Your Clients are Already on Social Media
Whether you’re doing social selling or not, your customers are already using such platforms and engaging in social buying. If you’re not there to provide easy purchasing options, they’ll find another brand to become loyal to.
More and more people are relying on social media to look for information, interact with brands and decide which company to buy from. Some of your competitors are already making full use of this customer behavior. They’re readily available on social platforms and they’re actively engaged in building their clientele.
Your absence from social channels is depriving you of the opportunity to utilize the huge resource at your disposal. It’s possible to interact in a meaningful way through the use of other digital channels. Still, social selling is too cost-efficient to be underestimated.
Social selling is a scalable approach that both small and large companies can rely on for sustainable growth. It does require hard work and a bit of creativity. The efforts, however, will pay off quickly. Take some time to think about your audience and its preferences. Basing campaigns on such information will make it relatively easy to increase brand awareness and loyalty.
Alice is an experienced writer and content marketer at topaussiewriters.com. She believes in the driving force of self-development and love to nature. Follow her on Facebook