There is a verifiable reality: outbound sales are less and less effective.
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Hubspot has confirmed that, on average, connecting with a prospect now takes 18 calls. Only 1% call back and only 24% of cold emails are opened.
Meanwhile, 84% of B2B buyers are starting their buying process through a referral and peer recommendations influence 90% of all buying decisions.
Why are buyers avoiding sellers?
Salespeople today tend to prioritize sales rather than helping the customer solve a problem. This is why 70% of a purchase decision is made before contacting a seller.
Buyers today have access to the information they need, and if organizations don't update their sales models for the digital age, they're going to be left behind sooner than they think.
The answer to these changes may be social selling. It is a digital strategy that consists of using social networks as part of a seller's tools.
With social selling, your sales team can use social platforms to research, prospect and create connections by sharing educational content and answering questions. Today's salespeople need to be able to build relationships until prospects are ready to buy.
Differences with another tactic
Social selling is very different from a B2B social media strategy, as the latter focuses on producing content for a wide audience and achieving lead generation, while the former focuses on producing specific content and providing personal communication between the seller. and the prospectus.
Both strategies create content of value for the consumer and use similar tools and social networks.
But with this strategy, the goal is for the salesperson to form a personal relationship with each prospect , providing suggestions and resolving doubts, instead of building an affinity with the brand.
Reasons to implement it
- Three out of four B2B buyers rely on social media to consult with colleagues about their purchasing decisions.
- 53% of respondents reported that social media plays an important role in evaluating tools and technology.
- 82% said that the content of the chosen provider had a significant impact on their sales decision.
- LinkedIn found that B2B buyers are five times more likely to engage with a seller who shares new insights and relevant information from their industry.
- Starting it does not take a long time. B2B sales reps need to spend 5-10% of their time on social media to be successful.
Every marketer should spend some of their time planning and executing a LinkedIn strategy, for example, something that doesn't take a lot of time if planned well.
While engaging with prospects regularly may not result in a direct sale in a week or quarter, it could result in a significant sale in less than a year.
Aligning marketing and sales is key
The sales team must collaborate with marketing to achieve the best results from their efforts. Marketing can empower salespeople to use company communication tools, processes, best practices, and guides.
In addition, sales and marketing can collaborate so that their efforts are aligned to common goals and metrics and reach these together. Through personal sales relationships with prospects, marketers can learn from their new challenges, needs, and questions. Sales can also benefit from the information that marketing collects at all stages of a prospect's purchase decision.
It is important to integrate CRM and marketing systems to ensure that information flows between the two teams without leads being lost in the process, that there is transparency between the transition from one to the other.
In conclusion, social media is too important to be left to the marketing team alone. The consulting firm Gartner highlights, in its 2016 report on digital marketing, that sales professionals with social media skills are six times more likely to exceed their sales quotas than those without such skills.
It's time to start with social selling and get to know your prospects where they are spending their time. When marketing and sales are combined on social media, both teams, and your business, have a lot to gain.
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Targetting your potential customers involves discovering, considering, breaking down, and grouping together information and insights with the end goal to enhance your marketing campaign.
There are various social media and advertising platform available with each of them giving the option of segmenting your audience and target them.
Some site even provides the facility of building your segments on your own.
Steps to be followed for audience segmentation:
Step 1: Divide audience among sub-categories like demographics, interest, and behavioural data.
Step 4: Regularly observe which campaign is performing well.
