“Social selling” is a practice that is suitable for all sectors, both B2C and B2B. However, the objectives and approach of this activity are not exactly the same, depending on the typology of prospects or customers addressed. For example, in B2C, the purchasing process is much shorter. Individual consumers can buy a product quickly, after discovering an entertaining or engaging post online. With their social media strategy , B2C brands seek to generate visibility and engagement (or even virality), to trigger a desire to purchase quickly. In B2B, the purchasing journey is much longer and generally involves several interlocutors in the decision-making process.
On social networks, the objective is therefore to gain credibility by positioning yourself as opinion leaders in a sector or on a specific theme. And this, thanks to educational, informative and high added value posts. Brands are not necessarily looking for virality: what matters is to generate qualitative and lasting links. And if you don't know where to start... Here is our guide to Content Marketing: what content should you produce to generate your first leads? Why is social selling crucial in B2B? This form of social marketing is a powerful lever for B2B companies. Why limit yourself to mass prospecting actions, which often lack personalization? Or to sales forms, which are sometimes impersonal?
Or to trade fairs, which allow you to reach a limited audience? Social selling addresses the limitations of all of these sales techniques: Creating content on social networks is personalized : it is aimed at a type of buyer, by responding to a specific problem... For example, for your LinkedIn B2B strategy , one subject = one post! It's a personal approach , since liechtenstein number it involves publishing posts from the accounts of the sales team (or even other teams or company managers): each has their own style and tone, to personally address the audience and start a conversation. Finally, it is a method that goes beyond geographical and temporal boundaries : social selling is based on digital technology, and allows the distribution of quality content that can be consumed in an “ATAWAD” way (anytime, anywhere, any device). No need to wait for the big day of an event to go and meet your audience... Beyond these benefits, social selling also helps to develop the credibility and notoriety of a brand over time.
If each salesperson develops their “personal branding” (or personal brand), then the ability to generate opportunities and sales is increased tenfold. Thanks to the active and expert presence of your employees on social platforms, your company has a better chance of becoming “top of mind” in the minds of your target audience… And when we know that 84% of B2B CEOs use social networks in their purchasing decisions (source: B2B Marketers), let's face it: it would be silly not to make yourself visible and memorable, with these increasingly connected and content-loving decision-makers, on social networks. But besides, on which social networks should you focus your Inbound Social Selling strategy?