Social selling is about sales teams using social media to connect with the right prospects, providing value, and building relationships. Having a good social selling strategy is imperative to achieving your sales goals.
According to research by LinkedIn, 78% of social sellers outsell their comparative colleagues who do not use social media.
But for some, social selling is not quite living up to its promises. If your social strategy is not reaping the fruits of labour, it may be due to one or more of the following four reasons.
- Lack of Content:
Content is the backbone of any social selling program. It is your primary weapon in the competitive modern business landscape. Without content, you will be unable to get the attention of your target audience, stay connected, and keep them interested.
On social media, quality often trumps quantity. It would be a mistake, however, to establish an infrequent posting schedule under the guise that on rare occasions you publish high-quality content. It is unlikely that you will be able to hold an audience’s attention during any lengthy periods of silence.
The key is to maintain a constant supply of high-quality content. That is the only way to capture and keep people’s attention on social media.
- Lack of an Integrated Approach:
With social media, it is less about the “hard sell” and more about the brand story. That means people respond better to brands that have created a narrative around the company and its products. But the story needs to align with your campaign and the marketing message. If your narrative is inconsistent from one platform to the next, or from one social media channel to your website, it will cause confusion and disengagement within your target market.
Create a story that drives prospects to want to engage with you. Make sure that story resonates with your audience but also that it is consistent across all marketing channels.
- Not Keeping Focus on Key Platforms:
Not all social media platforms will be suitable for your brand and product offerings. The mistake that many salespeople make is thinking that they need to be present on all social media channels all the time. Not only will that lead to a huge drain on resources, but the use of some platforms might be damaging to your brand.
SnapChat and Instagram, for example, are not great for B2B selling. On the other hand, LinkedIn and Facebook, are considered mandatory.
Instead of spreading your resources thin, focus on a handful of relevant platforms – where people in your target demographic are most likely to hang out.
- Believing that Activities are Strategic:
There is a long list of social media activities that most of us become ensnared with daily. That includes sharing other people’s content, liking and commenting, and posting updates. Those are all useful tasks that help to build brand awareness and interaction with people. But it might not be strategic.
If any of the activities you are spending time on does not create value for your prospects, it’s not strategic. That is not to say that everything you do needs to be strategic, but it is important to notice what things contribute to the greater strategy and which tasks amount to “busy work.”
Take your sales to the next level. Call Xcel Sales now on 0118 401 1440, or leave us a message – INFO@XCELSALES.CO.UK