You know the statistics. 75% of B2B buyers turn to social media for advice on their buying decisions. They’re also five times more likely to engage in the sales process if you share a mutual connection. Therefore, after carefully crafting your personal brand on LinkedIn, identifying target audiences and specific buyer personas, and positioning yourself as an advisor and industry thought leader – what comes next? The reality is that, on its own, none of these efforts will result in increased sales.
Social Selling depends on cross-departmental collaboration and internal integration for true results. The following are 3 steps your company can take to ensure Social Selling success:
1. Create a content strategy
Collaboration between Sales and Marketing is crucial. Marketing can assist by researching and optimizing content for the sales team to share on various social channels. In this way, marketing enables the sales team to focus on sharing valuable information and initiating deals, rather than searching for content. In exchange, sales teams provide marketing with “ground level” information about changing customer needs, concerns, and industry updates – information which feeds the content strategy.
2. Encourage transparency
Transparency is necessary in the integration of social selling across departments or among the sales team, itself. Improving communication between departments enables marketing and sales to align social selling efforts and identify common goals. Studies show that alignment of marketing and sales can improve the closing of deals by 67%. Increased communication among the sales team, itself, enables collaboration on closing deals and keeps the team up to date. Communication tools such as Slack or Skype, for example, can facilitate communication and collaboration among teams and across departments.
3. Get IT involved
The IT department can provide the necessary infrastructure that enables integration between sales and marketing. Creative solutions can be simple or complex, depending on a company’s IT resources. One way to improve communication is through the creation of a portal, where sales and marketing communicate, exchange content, and review common goals and metrics. Some companies have even experimented with “game-like” elements that award employees with badges and accolades, in order to incentivize social selling – all in the name of integration and collaboration. Social selling, despite its name, is not all about sales. It requires collaboration and integration across multiple departments, to truly drive success. While this presents challenges, it also creates opportunities for sales teams to meet customers and prospects where they spend much of their time – online.
Are you ready to cash in with Social Selling?
PDAgroup provides training programs that cover a myriad of topics related to Social Selling, from personal brand building and content strategy to customer personas and targeting techniques.Contact us