According to recent data, around 3.5 billion people are using social media. That’s nearly half the global population. If you’re a seller and you’re wondering whether you should be active on social, this number alone should answer the question.
So, what equates to an effective social media presence? You want to seem credible and authentic. Knowledgeable and relatable. Helpful, but not pushy or intrusive. This can be a fine line to walk, but the top-performing modern sellers do it well.
Developing an Effective B2B Sales Presence on Social Media
First off, I’ll establish that LinkedIn is going to be the primary focus of today’s exploration. This is, after all, a B2B selling blog, and 80% of social media leads come from LinkedIn.
This isn’t to say you shouldn’t be active on other platforms — and much of the following guidance will be applicable for any of them — but LinkedIn presents the ideal environment for business-oriented sales conversations, given the mindset of its members and the amount of professional data available.
Show Your Passion and Expertise
In my experience, buyers prefer to work with sales reps who A) know what they’re talking about, and B) clearly enjoy talking about it. Your social media presence offers a chance to broadcast these qualities openly.
It’s a good idea to tailor your LinkedIn profile with this in mind. You want to trigger instant recognition and fellowship with people who work for the companies you serve (or wish to serve). Share and create content with a similar angle. Add your unique perspective on industry trends and events. Let your passion shine through.
Become a Valuable Resource
There’s only one place on the web people visit more often than social media networks, and that’s search engines. Why? Because the most common reason people get online is to satisfy their curiosities. On social media, the motivating question can be as simple as, “What are people talking about right now?” But oftentimes — especially on a platform like LinkedIn — they’re hoping to learn and grow.
As a salesperson, you might not have all the answers, but there’s an opportunity to collaborate with your in-house resources (product managers, technical experts, etc.) who can lend a helping hand when you come across a member in need. Chances are they’ll appreciate and remember it.
Where can you find people asking questions? Try searching for relevant hashtags or LinkedIn Groups.
Activate Your Colleagues
There’s only so much one person can do when it comes to reaching and engaging people on social media. Your impact can be magnified exponentially when combined with your teammates, who all have their own distinct networks.
It’s wise to place an organizational emphasis on tapping the social influence of each person in your company. They can all play important roles.
Help Overwhelmed Decision Makers
More than quality information, today’s buyers are looking for help sorting through all the information they receive. Salespeople who can serve as guiding lights are outperforming their peers.
Help customers prioritize sources of information, reconcile conflicting information, and quantify the trade-offs. This reduces the skepticisms of buyers and can increase the confidence buyers have in their purchase decision.
You may want to orient your social media presence more toward providing clarity and context around all the content on people’s feeds, rather than solely adding to it.
Identify Mutual Connections
A prospect is far more likely to give you the time of day if you can strike an instant note of familiarity. Gaining an introduction from a mutual connection on LinkedIn vastly increases your chances of getting a response from a key decision-maker and moving a conversation forward.
Modern Selling is Social
If you’re not incorporating social media as part of your sales repertoire, you are undoubtedly leaving opportunities on the table. There are many ways to take advantage of these platforms for business development, and most of them aren’t directly about selling — they’re about connecting, interacting, and building relationships.
The five techniques listed above are proven winners when it comes to each of these goals.
GLProUK is a digital marketing agency based in London and Surrey fulfilling the digital content requirements of market-leading brands throughout the southeast of the UK, the US, and beyond. Whether your vision consists of podcasts, graphic design, or professional video and photography, GLProUK has the expertise and enthusiasm to help get your message out there.