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Selling on Social Media

Social media platforms are not the same platforms we all knew a few years ago. Their purposes have evolved to the point that businesses are able to convert by leveraging their social channels.

If you haven’t yet, consider social selling as part of your social media marketing funnel.

But first of all, what is social selling?

Social selling is the process of leveraging your social platforms by building trusted relationships with sales prospects to ultimately achieve your sales goals.

Although this technique has eliminated the need for cold calling, their concepts differ. Social selling is not about bombarding prospects with unsolicited marketing messages.

Your timing is the key component of this strategy. Stay top-of-mind by taking your time to nurture those relationships until the right opportunity presents itself to present your brand as a solution to a problem.

Two reasons why you should consider social selling as part of your marketing strategy are:

  1.       Your prospects are already online
  2.       Your competitors are already selling on their socials

To help you get started, we have identified some key tactics that you can employ during social selling.


  1. Build your brand

Work on your branding, first of all, to stand out of the competition. You need to work on what your organisation stands for that your prospects are able to relate to.

From the quality of content you share on social media to the way you engage with your potential customers, you need to consistently maintain a professional online presence.

Keep an eye on your social media engagement. For example, ensure you respond to queries and comments, good or bad.

Your social media channels need to offer a seamless experience to your prospects should they want to get in touch. That is, updated information about you and your organisation should be easily accessible.


  1. Identify and focus on the right prospects

An advantage of social selling is it allows you to identify and connect with the right prospects. The most effective tactic is to listen to what they’re saying – what they need, say and what their pain points are.

One way to do that is through social listening. Think beyond simply replying to comments and queries, social listening can be used to explore topics of conversations on socials to carefully tailor your messaging to new leads.

This provides you with the opportunity to address their pain points by providing solutions your business can offer.

If you’re in the B2B industry, join relevant LinkedIn groups to start networking and build relationships.

Consider the various social listening tools that can offer insights that were previously unknown to your business. Furthermore, use them to monitor your competition and online conversations to your advantage.


  1. Establish trusted relationships

Due to the increasing number of buyers who are more inclined to share their needs and pain points on social, there is an opportunity to make a good first impression without even being too intrusive and cold. Stay relevant and helpful, and personalise your message to catch your prospect’s attention.

Remember, there is no rush throughout this journey. Social selling is all about nurturing your relationship with them.

Prioritise genuine conversations and be attentive to their needs in order to build trust. Don’t hesitate to share your perspectives and provide relevant information.

According to LinkedIn, over 62% of B2B buyers respond to salespersons that connect with relevant insights and opportunities.


“Social selling is taking out the pitching component of sales. You’re creating conversations

about your product and services which organically can produce sales conversations.”

Paul Sowada, SSI 89 | Market Development Manager, Binocular


Effectiveness of social selling in numbers

According to LinkedIn, those are the numbers associated with social sellers:

– 45% more sales opportunities;

– 51% more likely to hit sales quota;

– 78% of social sellers outsell peers who don’t use social media.

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