With the emergence of social media, it has changed the way we conduct business. Social media has become our go to tool, whether it is for staying in touch with our friends or conducting business. People today avoid the traditional hard sales tactics, but prefer a rather smoother approach. So if you operate a business, how can you use your social media to increase your sales and attract more customers? Get to know the art of social selling below.

What is social selling?

In this day of age I am quite certain that you have heard of this term, but you might not be sure. Social selling is an important approach to selling that allows salespeople to target their prospecting customers, establish a rapport through their networks and simply eliminate the old school mundane tactic of making cold calls. Social selling is the art of using social networks to scout, connect with and recognize prospects. Social selling involves answering questions, offering valuable content, making a potential customer feel special – perhaps by retweeting or liking their post. It is truly the modern way to nurture and develop significant relationships with potential customers/clients.

Your business does not need anything complicated or complex. It is quite simply using online social media tools to captivate in the rapport building strategies. Social selling can begin by simply having a Facebook Business page, LinkedIn profile of your company or a professional Instagram account for your business.

Challenges and Benefits of Social Media

In modern day business, social media is a gold mine for digital marketing. Back in the day a salesmen on the road would be constantly looking for ways to befriend the gatekeepers of a business, such as the receptionist, personal assistant of the CEO or a junior sales rep. But now social media makes the process so much easier, you can simply just go on LinkedIn and search for your prospect decision makers and contact them immediately. To get a better idea of that contact person, you can search them up on Facebook or Twitter to gain a better understanding of their focus or gaps and how your service can solve their woes.

A major challenge I find in social media is the drop in organic reach. Organic reach several years ago was booming, whereas now we have been facing the decline of organic reach. Many social media-marketing managers have been digging for new innovative ways to make it work. The main reasons behind the decline in organic reach is because there is an abundance of content being published online on a social media platform such as Facebook, which makes visibility in the news feed section gradually competitive. Facebook and Instagram intentionally show people the content that is most relevant to them, as opposed to all the other content that is widely available to them.

Many social media experts have begun to overcome this challenge and have figured out that there is a lot that can be done to counteract this obstacle. You have to become more selective about what you want to publish or advertise. In addition to being specific with your advertisements, you will need to supplement it with some paid advertising, yes that is right, a lot of money needs to be invested – it’s simple, treat Facebook like a paid ad platform In 2018, be more interactive with your audience, share more engaging videos, and broadcast live on Facebook.

Social selling on different social media platforms

LinkedIn- as I had mentioned LinkedIn earlier in this article, it is a very important social tool today. As a professional social network, LinkedIn is the most evident social space for engaging in social selling, especially if you are interested in B2B.

Build your credibility on LinkedIn, by asking for endorsements and recommendations from your connections with either which you have outstanding relationships with or are influential in your industry. With these visible on your profile, they can provide you credibility with your prospect clients and new contacts. Join social groups, LinkedIn has many groups, join the one relevant to your industry. By joining these groups, you are putting your business out there, it provides you a chance to network and showcase your company with like-minded individuals who might be your future customers.

Twitter is another great platform where social selling becomes easier. With twitter you can simply engage with your customers, clients and prospects. Engage by replying to their tweets, answer their concerns and retweet their posts relevant to your business. By engaging with your followers it creates a sense of relationship and helps you establish your name and expertise. Not only engaging with your customers is important, but aligning and communicating with different businesses. Showing collaborations and partnerships is vital to the success of your business. If you provide considerate comments and share thoughtful content, your outreach may be reciprocated, which will put your company name in front of a whole new audience and multiply your reach.

Social selling is a tool that could flourish your business or damage if not handled properly. Social selling is a great way for companies to interact with customers and/or potential customers through various social media platforms.