Find out what it takes to create a successful sales funnel that’s built to last, with this expert advice on what it takes to scale a social selling program.
We’ve teamed up with Tenfold, the world’s #1 smart assistant for businesses, to bring you this article and to help you grow your social selling program. Social selling is becoming not just a key tool for sales teams, but a crucial part in company culture for the world’s leading brands. You can view the original article written by Tenfold, we’ve edited this version to give you all the essential information you need to take action today.
Growing businesses are presented with plenty of challenges, but as your B2B business grows it presents you with opportunities too. Opportunities to use your resources to reach an expanded pool of customers. By building up your team, you’re in a better position to reach buyers and decision makers who were previously outside of your circle of influence.
Businesses are investing more resources into social sales programs to engage their customers. In fact, interest in employee advocacy has grown 191% since 2013 according to Post Beyond. You may already have enjoyed some success through an advocacy program in your business and may be thinking that it’s time to scale. That’s a great thought, especially when almost 73% of sales people using social media as part of their sales process outperform their peers.
Attempting to scale a social selling strategy requires efficiency to expand your reach, while maintaining the intimacy that makes social media so effective. You need to map out your strategy and use advanced tools to give your teams what they need to confidently approach prospects via social media.
If you want to see real success when attempting to scale your social selling program, then it all starts with training. There are some classic boundaries that you’re almost certain to have heard before, like sales reps attempting to make social connections only “whenever they have time” or “after they have finished their real sales calls.” You need to firmly lay out why social selling is such an important part of your strategy, and set clear goals for your salespeople. This way, no matter how big your sales team grows your social selling strategy is embedded into their roles.
There’s no doubt that B2B marketers love automation. After all, it has created vast new possibilities with maximum efficiency, and the same should be said for sales managers too. But it’s important to remember that just because you can do something doesn’t mean that you should. Some business leaders make the mistake of employing wholesale automation in order to reach the most people in the fastest way possible.
Automation must always be used in service of connecting your audience with value-added information – in other words, not spamming people’s newsfeeds with irrelevant information. This is where the right technology can really support your growth. Choose a dedicated software for amplifying your social reach, that will also help you to nurture it through smart automations and reporting.
It seems counterintuitive to think, since you would think that more leads would be better when you’re trying to grow your business, but you need to focus your energies on the higher quality leads that you receive. Social selling allows you to sell to an entirely new segment of customers, so it becomes more important than ever that you spend your time and money selling to the right ones. A bit like inbound marketing, it’s designed to bring you better leads through better connections. Bear in mind, that it takes the average buyer 7 interactions with a brand before they make a purchase decision.
Turn up your experts
Social platforms like LinkedIn are hugely popular not just for B2B content marketers, but for the majority of buyers too. Even as a consumer, think how many reviews you may have read or opinions you may have sought before purchasing your last TV for example.
These channels have become areas where sales reps to CEOs can establish their credentials as experts and thought leaders in their fields. As your social selling program grows, more and more prospects will want to check to see if your company has specific insights that can help make their job easier, and having your own advocates publishing high-quality content on them is a proven strategy for demonstrating this expertise.
More and more companies are establishing and scaling their own social selling programs. As a growing business, you have the opportunity to unlock an untapped segment of customers in your market. This can be achieved through a well-considered social selling strategy and support from a dedicated software platform for nurturing your social reach.