Top 5 Benefits of Social Selling

Top 5 Benefits of Social Selling

No business can afford to be without social media today. 
 
At the most basic level, a social presence equips you with a platform upon which to advertise your products and services. However, simply using Facebook, Twitter or Instagram to bombard followers with explicit sales-focused content is typically a fast track to being ignored. 
 
Brands have to be a little more sophisticated in their social media marketing. It’s all about building a connection with prospects, engaging followers and expanding your reach in an organic way to achieve sales goals. 
 
Still, some businesses — big and small — have yet to realize the full potential social media offers for ongoing growth. If this sounds familiar, you could be holding yourself back and missing out on real rewards. 
 
Take a look at the five benefits of social selling below to find the inspiration you need. 

#1: Build valuable relationships

​Unfocused selling isn’t enough anymore. 
 
For a long time, countless businesses used cold calling as a key sales technique. However, as anyone who has received unwanted phone calls from a company again and again will know, they do little to secure your custom. 
 
This revolved around trying to connect with as many people as possible in the hopes that at least a small portion of contacts would take an interest. Social selling may be targeted at large numbers of people, but it’s nothing like cold calling. 
 
You can use social networks to find conversations related to your business, your industry or your products. You can identify prospects who may be looking for the goods or services you supply and begin reaching out to them in a slow, steady process. Your first point of contact with them can be more personalized and relevant, rather than throwing everything at the wall to see what sticks. 
 
This may be answering a question about your business or products they have asked their friends / followers. It’s a small, simple step but can start to build a strong relationship. 
 
Always make sure you converse with prospects in a personable way, rather than structuring everything as a blatant sales pitch. Provide valuable responses and engage with them at a human level. 

#2: Manage your reputation and encourage trust

Online reviews and public feedback provide consumers with a voice. One unsatisfied buyer can share their experience with others and cause instant damage to your reputation. 
 
If prospects research your business and come across enough of these, they may choose to take a punt on a competitor instead. More and more customers are using social networks to make complaints and negative feedback, and you cannot afford to ignore them. 
 
That can be tempting when you feel people are essentially attacking your brand, but failing to respond will do more harm than good. Prospects researching your business will see that you have done nothing to satisfy those people and suspect you have something to hide. 
 
On the other hand, a company which regularly engages with people, answers questions, apologizes for lapses in good service and generally treats their customers with respect is likely to be viewed in a more positive light. 
 
As research is a key part of the customer’s journey, you should never underestimate the power of a good social reputation. This makes generating leads and attracting sales a little easier.

#3: Retain customers for years to come

​Retaining satisfied customers is more cost-effective than attracting new ones. Delivering exceptional service and maintaining close ties with buyers is essential to keep them coming back in the future. 
 
Your brand should stay in touch with any customers who have praised your products or services on social media. Perhaps they shared a picture of an item when it arrived and thanked you for improving their life. Maybe they run a business and specify how your services will enhance their performance in years to come. 
 
Whatever the nature of their praise, your team should seize the opportunity to build a lasting relationship. 
 
Thank them for taking the time to let you know about their positive experience, and invite them to ask any questions they may have about the product / service. Reach out to them again a little later to ask if they’re still satisfied with their investment. Offer them a discount on future purchases too. 
 
Prospects who see past customers are satisfied with your brand’s performance will feel more trust in the company. This can be pivotal during the research phase of their journey. 
 
Sharing content that helps buyers get more out of their purchase — such as tips, maintenance advice etc. — will encourage brand loyalty too. 

#4: Social communication is easier, less formal and free

​Customers who have questions, complaints or suggestions may dread having to pick up the phone to call a business directly. The prospect of being put on hold or bounced from one call center agent to another is enough to make them ask ‘why bother?’. 
 
That’s not to mention the cost of a call to what may be a premium-rate number. 
 
Communicating via social media is a much faster, informal and — crucially — free option. Buyers and prospects can reach out to you or other customers just by opening an app on their device. 
 
This cultivates more interaction and gives you more opportunities to engage. 

#5: Enhance the overall customer experience

Social selling allows companies of all sizes to enhance the entire customer experience. 
 
This plays a key role in fostering ongoing relationships, building brand recognition and keeping customers engaged with your company. A positive experience is enough to make buyers view your products and services as more valuable than your competitors, even if they are paying a little more for yours than others. 
 
In fact, 86 percent of consumers will pay extra for goods if the overall experience is better. That’s a huge number. 
 
Focus on giving people the information they want on social media and provide them with valuable content that suits their interests. Even if significant time passes between purchases, they are likely to still follow your brand, share your posts and recommend you to others. 
 
 
Want to learn more about how social media marketing can help your brand grow? Give us a call today!