As people increasingly use social media to inform their purchasing decisions, “social media” has evolved from being a brand and awareness medium to a powerful sales tool. Many companies, especially in financial services and the B2B industry, are already achieving great results using social media to reach potential buyers. They go where their customers are, on social media, with the goal of building more meaningful relationships and becoming real advisers and influencers for their online audience. This type of digital marketing strategyhas become better known as “social selling”. Social Selling offers a way to generate more leads and more sales. When implemented strategically in a company, it allows marketing and sales departments to build a real “front”, in battle order to win the hearts and minds of Internet users, thanks to the power of social networks.

What is Social Selling?

Social Selling is further proof that the impact of social media has gone far beyond the marketing department to spill over into all areas of the business – from branding and communication, to sales and customer service. Social selling is the use of social media to identify and engage prospects and customers at the right time, to build and Oman Phone Number List maintain the best possible relationship with your audience.


In a more sales-oriented framework, we can add that Social Selling can serve as leverage for a given brand to fill its sales pipeline with the right people, the right insights, and the right relationships.

Indeed, social networks are the ideal place where your customers can learn, research, discover, and make decisions. It is estimated that in 2021, more than 50% of the buyer’s journey is completed before a sales representative is involved.

The power of social selling to transform the way a business operates and generate income comes from its ability to influence potential customers at any stage of the buying journey. The earlier a salesperson commits to this journey, the more time and opportunities they have to establish a relationship of trust sufficient to close a sale. The ideal time to start a Social Selling action is just downstream from the initial awareness phase, that is, after launching a lead generation campaign or some other type of marketing campaign. social media, when your salespeople decide it’s time to connect with mature prospects.

What is behind the rise of Social Selling?

First of all, it’s the customer journey that has changed over the past decade. Your customers have become highly informed decision-makers with digital autonomy. Consumers and B2B buyers use professional and other social networks to find deals, research products, and make recommendations. The result of all this is that the sales teams have gradually become dependent on the teams in charge of marketing, to create prospects, generate content and establish relationships with future customers.

And then, the social media business itself is evolving. In response to the way people use social media, all of the “social business” practices are changing. Social media is spreading into so many other business functions that the marketing and “social” team can no longer function as a siled department.

Because we know that the compartmentalization of departments within a company makes it difficult to create a transparent purchasing experience for customers. So marketing, sales, and customer support teams need to work together, and implementing a Social Selling program seems like the perfect way to bring the marketing and sales teams together.

To corroborate these claims, here are some interesting statistics:

  • 74% of B2B buyers  do more than half of their research online before talking to a seller.
  • 57% of the buyer’s journey is done before a salesperson is involved.
  • 90% of prospects click the “trash” button when they receive an email from someone they don’t know.
  • 95% of B2B buyers chose the supplier who provided them with relevant content throughout the sales process.
The advantages of Social Selling

Social Selling can bring a lot of benefits to your business.

It is first of all a way to increase your “  social ROI  ”. Because Social Selling clearly paves the way for more meaningful connections.

It transforms social media from a tool that can deliver mass awareness campaigns to one that enables one-on-one communications, which your sales teams need to close sales.

Thus, Social Selling helps companies connect social media marketing actions with income-generating activities. As marketing departments increasingly need to legitimize social ROI, Social Selling offers the perfect way to justify the marketing investment allocated to social media.

Then, Social Selling will allow companies to shatter compartments. The process of setting up and implementing a Social Selling program has the potential to bring marketing and sales teams together like no other marketing strategy.

Thus, it will be necessary to align your marketing efforts with your sales work, and to create a process of Social Selling in order to be successful. It is estimated that a third of a salesperson’s working time is spent researching or creating content, while that time could be spent on business conversations if marketing was involved.

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