Curatti

Personalization and 5 Other Ways to Master Your Social Selling

  • Jake Rheude

    • Editor’s note: We know that many regular Curatti readers have already mastered social selling. This is for those who either haven’t yet taken the plunge or feel that their approach needs some tweaking:

    Many businesses rely on a sales team or even lead-nurturing social campaigns to gain prospective clients or buyers. However, social media can be often overlooked as a tactic for a sales team. With a projected 3.96 billion users on social media for 2022, social selling can be an innovative technique to find and expand upon your target audience. Mastering social selling for your business can unlock a new avenue of sales and leads for your business. Many businesses that stumble upon this article probably already have knowledge in social selling, but the hope is that this article will help give you additional tips to pull your social selling strategy together. For others, this article might be your sign to finally start social selling for your business.

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    What is Social Selling?

    Social selling might sound like social media marketing. And in truth, they do go together when creating campaigns. However, they are different. Social selling allows businesses to focus on their prospective customers even more than before. This technique enables better sales lead generation and sales prospecting process. You can look at this as a relationship-building outreach campaign, unlike the outdated cold calls.

    However, done incorrectly, it can turn into a virtual cold call. The trick with social selling is not to be an overly aggressive salesperson. And your tactics should not revolve around the generic sales pitch message that randomly graces a prospect’s inbox. It is about building connections and trust with your target.

    You may also want to read: How to Leverage Social Selling To Dominate Your eCommerce Niche

    Why Should You Care About Social Selling?

    Social selling can be the push someone needs to purchase your products or become a client. LinkedIn Sales Solutions’ Social Selling Index research showed that over 76% of buyers feel ready to have a social media conversation. By implementing initiatives, you can create a well-oiled social selling campaign that can generate more leads and build more trust within your brand.

    6 Ways of Mastering Social Selling

    Social selling should be considered in your sales or marketing campaigns just like you would with social media marketing. By implementing tactics to improve your sales, you can create a campaign that can draw your consumers’ attention. If you have social media accounts for your business, you are already on your way to mastering social selling. Adding additional tactics like personalization and engaging with your audience, you can be on your way to generating more sales.

    Find the Right Audience

    To start, you need to find the right audience. Who is your ideal client? By figuring out what aspects of your future clients matter to your business, you can start to create a list of people or businesses to follow. Following the right target is the essential first step to successfully participating in social selling.

    You may also want to read: Chickens, Eggs, and Business: What Comes First? 20 (Or So) Questions

    Utilize Your Social Media Pages

    Of course, the use of a social media page is needed for social selling. However, the way you utilize it can garner more sales. Including your sales team in your social selling campaign can be a key factor in your organization mastering it. (For very small companies without a standalone sales team, just devote one or more of your social media accounts to sales,)

    By handing over your business’ target social accounts to your sales team, it can increase your outreach. Your sales team can share relevant content from your business or from others to show their business expertise. (For very small companies, From there, they can build relationships with others on social platforms to increase top-of-mind brand awareness. LinkedIn presents the ideal environment for business-oriented sales conversations.

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    However, it does not just stop at your sales teams’ personal social media accounts. Your business page needs to be utilized as well. You might not be reaching out to your prospective clients from your business account, but you can post content that is based on the specific target list. Think about topics that are interesting and useful to people who use your products. Plus, publishing useful content across all your business’s social media platforms will amplify your reach.

    You may also want to read: Social Selling on LinkedIn: All You Need to Know

    Personalization

    The biggest thing to consider when starting your social selling campaign is personalization. When reaching out to your target via social media, you want your message to be personalized to that specific person. Creating a simple template and reusing it for every prospective client isn’t social selling. Curating a conversation based on similar interests is the best way to start the foundation of a business professional relationship.

    Customized messages are, overall, perceived to be less creepy than generic messages. However, your messages shouldn’t just randomly appear in their inboxes either. As mentioned before, social selling is about building one-on-one relationships. Engage with your customers first and get your name out there.

    For example, you might follow a prospective client on LinkedIn that has similar thoughts on leadership styles to you. Commenting, liking, or even resharing their content can get your foot in the door when it comes to gaining a new customer. But always keep it real. Form a connection by starting a real, genuine conversation!

    Always Follow-up

    After you start your social selling campaign, you might be frustrated that those leads are not coming in, and that’s okay. It’s important to continue with your campaign and expand your list. But it’s important to follow up. You might find great prospects, but they are not ready to commit to your brands. However, you don’t need to remove them from your list. Also, follow up with your prospective clients. You never know if their mind changes. By following up, you can keep your brand top-of-mind when they do think about your services. You never know. The client you reach out to might not be interested, but they also might have a friend who is looking for a new business to work with or purchase from.

    Optimize Your Store

    When customers do finally decide to go through your business, they might not follow up with you. Automating your store, especially integrating a shop to your social pages, can help your business boost sales. Your platform is an extension of your online business, so, it’s important to also find integrations to make your eCommerce page seamless. By automating your online storefront, it can help scale your business quicker — thus supporting the influx of leads that were generated from social selling.

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    As you see an influx of customers, it’s also important to think about your business’ logistics. Are you able to handle the increase of leads? By analyzing logistics data, you can turn it into actionable insights to improve your business performance.

    Start Your Social Selling Campaign

    Now, you have the tips to start your social selling campaign. However, it’s important to think about your current customers when starting your social selling strategy. It’s essential to keep current customers happy to encourage them to order from your business more. Building relationships with your target audience on social media can increase your sales, keep your brand top-of-mind, and improve brand loyalty. From personalization to optimizing your store, these are the steps in the right direction to mastering social selling for your business. 

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    Jake Rheude

    Jake Rheude is the Vice President of Marketing for Red Stag Fulfillment, an eCommerce fulfillment warehouse that was born out of eCommerce. He has years of experience in eCommerce and business development. In his free time, Jake enjoys reading about business and sharing his own experience with others.