Social Selling: it’s a concept that leverages the power and reach of social media to increase the bottom lines of all types of brands. If you’re building a brand, you’ll want to explore this opportunity; however, before proceeding, you’ll also want to ensure that you understand its role in brand-building—with a more in-depth look at its role in branding success.
Building a Brand with Social Selling
According to Forbes, 78.6% of salespeople who use social media to aid in selling overtake their non-social-selling competitors. Moreover, of those salespeople who exceed their quotas by 10% or more, the social sellers are 23% more successful than non-social sellers.
So what does social selling mean, anyway? Does it mean putting all branding, marketing, and sales eggs in the social media basket, whilst forsaking all other methods? Not quite.
When building a brand, social media is generally used for driving traffic to your website and blog, for building brand awareness, for building your personal brand alongside your corporate brand, for making the personal and emotional connections necessary for establishing brand loyalty…AND for increasing sales with all of the above.
Social media is not a stand-alone sales channel; it has, however, come to be an invaluable facet of every branding strategy. You, too, can harness the power of social selling—with the following pieces of advice for building a brand:
- Track the behaviour of your target audience to determine what social media channels they use most often. If you’re going to connect with all the right people, you’ll have to be where they already are. Maintaining a presence on every social media channel is rarely effective—or achievable.
- Building a brand is more about establishing relationships than it is about pounding the public with sales pitches. With this in mind, use social media to make the kind of personal connections that will lead to corporate success. Remember: today’s consumer isn’t as interested in your product/service or your clout in the market as they are with how your brand makes them feel.
- Stay alert for posts and comments that indicate problems that need solving. Swoop in and offer your expert advice and help as often as possible. Avoid sounding ‘salesy.’ Instead, be friendly, generous, and genuinely helpful.
- Start a group on a social media channel that your target audience prefers. Ensure that the theme of the group is not only something that appeals to your ideal client, but that promises to solve his or her most nagging problem. Monitor activity closely. Interact with members. Engage them by showing your interest and demonstrating your expertise. Build trust by following through with promises. Listen and prove that you care.
- On average, every member of your team will have some degree of connection with 2500 people through social media. Engage your team; get them involved with, and talking about, your brand on a regular basis (using your branded language). The messages they convey will open valuable channels that lead to more ideal clients.
- Use socialmention.com to find out who’s talking about your brand and industry keywords, so that you may follow conversations and make contributions that your ideal client will value.
The importance of social media in contemporary marketing cannot be denied. It is, essentially, the replacement for networking events, business luncheons, sales calls…all those things that generally foreshadow the closing of deals. Leverage it for all that it’s worth, and in the meantime, contact How to Build a Brand on +44 (0) 208 123 6776 for more information or to get more advice for building a brand.
For further help or advice on building a brand, please get in touch with us on [email protected] and get your daily branding tips by subscribing to our YouTube channel at www.youtube.com/HowToBuildABrand.