6 Social Selling Tips to Market Your Product to a B2B Audience
Social selling is becoming increasingly popular, and not just in the B2C sector. B2B companies are using social media to promote their expertise and products. Social selling involves using social media channels to build relationships and engage with prospective customers to drive sales. The aim is to build individual relationships with prospective customers through your personal brand, positioning yourself as a credible thought leader or industry expert with the intent to drive sales. Social selling takes a sales-centred approach, while social media marketing builds brand awareness.
75% of B2B buyers use social channels to guide their purchasing decisions. Therefore, social selling is a method for lead generation that can be beneficial for sales teams looking to nurture prospective customers and stand out from the crowd. To have a successful social selling strategy, the first step is to create a solid strategy. Identify the ultimate goal so that you have a clear path to getting the results you want.
Before you begin, here are several questions to answer:
- Who is your ideal customer?
- Where can you find these prospective customers or leads?
- What value can you bring to the table?
- What channels are your competitors using?
- What channels should you focus on?
With the answers to these questions, you will know who you’re targeting and how to reach them. The best social media platforms will vary based on your target customers. For instance, if you’re selling software to businesses that sell professional services, then LinkedIn or Twitter are ideal channels. However, if you sell a digital tool or service targeting small eCommerce businesses, then Instagram may be an excellent place to engage with prospective customers.
To build credibility, you need a professional profile that clearly states your offer. If a prospect heads over to your page, they should know immediately what you do and how you can help them. Use a high-quality or professional image for your profile, add a professional banner to your profile (for LinkedIn and Twitter), have a concise headline or description that sums up who you are and what you do, and link to your website or company’s page. Whether you’ll social sell on LinkedIn, Twitter, Instagram, or Pinterest, keep the look consistent across platforms. For example, use the same profile photos and bios so it’s easy to identify your profiles across platforms.
While marketing and advertising are direct, social selling takes a more subtle approach. Your content shouldn’t constantly promote your brand, product, or service. People enjoy learning ways to make their lives easier, both professionally and personally. Tailor your content with that in mind. But don’t be afraid to show your personality through memes, funny anecdotes, and hot takes that those in your industry will appreciate. Put yourself in your customer’s shoes. What frustrates them? What is their daily work routine? What’s tedious and time-consuming that your product or service can help solve?
When it comes to social selling, engagement is key. Engage with your prospective customers through their posts, reply to their comments, and start conversations in groups or communities. Social selling isn’t about constantly mentioning a product or service; it’s showing prospects that you know the industry well, so they consider you an expert.
Finally, stay updated on trends in your industry. Read industry publications, attend conferences, and follow thought leaders on social media. This will help you stay current on industry trends, which you can use to create content and engage with prospective customers.
In conclusion, social selling is becoming an essential tool for B2B companies looking to promote their expertise and products. By following these six tips: pinpointing your social selling strategy, optimising your profile, bringing value to the table, engaging meaningfully, being consistent and active, and staying updated on trends, you can successfully market your product to a B2B audience through social selling. Visit Social Buzzing if you are looking for a social media agency in London or SEO agency in London.