Social Selling on LinkedIn: The Ultimate Guide [ Oct 2020 ]
Buying and selling have always been a part of the business industry. Before, all transactions were made physically; however, with the technological advancements, operations changed as well. Everything was made digital and people can now easily communicate no matter the distance.
As social networking sites emerge, consumers or customers can now buy online. Since transactions are done online, buyers depend on product reviews, photos, or testimonials from previous customers.
In this article, you’ll learn more about social selling and how you can do it through LinkedIn.
What is Social Selling and How Does it Function?
Social selling is a marketing technique that salespeople use to directly interact with their potential customers on social media platforms. Even if it’s done online, social selling isn’t a quick, one-and-done deal. It’s a process that needs cooperation between two parties.
Here’s a basic example of social selling:
Mark works in sales for an interior design company. On Facebook, he saw that a woman named Sasha is opening a cafe in the nearby town. She’s looking for an interior designer to work on the cafe’s setup.
After browsing through the recommendations list, Mark sent Sasha a message to promote their company. Sasha scanned through the previous services made by Mark’s company and she decided to avail of their services. After a week, Mark set an appointment with Sasha to discuss the plans.
According to LinkedIn, eMarketer, 78% of social sellers outsell competitors who don’t use social media. Moreover, 39% of B2B professionals stated that with social selling tools, they were able to reduce costs and contact research time.
Social selling is important because it helps build the brand of your company. You do this by strengthening the trust and respect of your customers and even competitors. Through this, you’ll get more valuable insights or feedback on how you can improve your work. It is because social selling also provides you an opportunity to communicate with your existing and potential customers.
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Who Can Do and Use Social Selling on LinkedIn?
Since social selling requires some marketing skills, here are the people who usually use social selling tool on LinkedIn:
1. Sales Representatives
They use social selling in building a professional network, developing relationships with potential customers, and tracking their social selling progress.
2. Sales Leaders
Sales leaders are the ones guiding the sales representatives. The social selling tool will help them train sales reps by providing good case practices in interacting with customers.
The sales team and the marketing team always work hand in hand. Marketers use this tool in aligning their marketing and sales goals. They also use LinkedIn to test marketing messages.
Benefits of Social Selling
Most of the benefits of social selling are supported by numbers and statistics. With this, you can create better decisions if social selling works for you or not. Here are some of the benefits that you can gain from using social selling on LinkedIn.
- A higher number of closed deals. 62% of top salespeople stated that they close more deals when they incorporate social networking platforms into their sales strategies.
- More valuable insights and updates. 94% of top salespeople said that social networks ease their work in connecting with their customers and prospects. They do this by having online promotions, new or article mentions, etc.
- Having a professional profile. 62% of B2B decision-makers stated that they usually look at the LinkedIn profile when deciding whether to work with the salespeople. (Read this post on how to write a LinkedIn Profile summary)
- More leads. 80% of B2B leads are from LinkedIn. This means that using social networking platforms such as LinkedIn will allow you to connect with more people.
- Keeping up with your competitors. 98% of salespeople use sales technology in their operations. This means that most companies also utilize social networking platforms to efficiently and effectively connect with their market.
Social Selling Do’s and Don’ts
Here are some of the practices that you should NOT do in social selling.
- Don’t sell in a way that even you wouldn’t buy. Don’t approach customers or prospects through scripted responses. You wouldn’t want to buy from someone who doesn’t reply according to your needs.
- Don’t try to sell too soon. In sales, you don’t sell right away. You need to build their trust and influence first before presenting your product. This will help them realize the purpose of your product and how it can help solve their problems.
Now that you know the don’ts in social selling, here are the do’s that you can use as well.
- Provide value in your work. Before posting anything in social media, think about the value that it can provide to your market. Is your content useful and relevant? Is it easy to comprehend? By answering these questions, you can see better results and returns from your activity.
- Be genuine in connecting with others. Since everything is done online, you won’t get to see the reactions of the other party. By being genuine in your conversations, this will help you better communicate your thoughts, your products, and your brand.
- Engage in meaningful conversations. If you don’t engage in conversations, how will people know that your brand exists? How will they know what your products and services are? By connecting with other people, you are adding value to your brand and even increase your sales along the way.
I hope that this guide helped you know more about social selling. There are also other ways on how you can market your brand that might help your business. However, it’s important to take note that not all can work for you.
Since LinkedIn is known as the platform for professionals, doing social selling can increase your connections and might lead you to some potential talents that you can recruit in your team. Keep in mind that in social selling, always put value in your work, don’t try to sell soon, and sell the way you’d like to be sold to.