If there is one thing 2020 has taught business owners thus far, it is this: social media is no longer just a place people go to be social.
The social platforms of 2020 have become a literal lifeline that keeps us connected in the wake of an unexpected global pandemic.
For individuals, social media is a way to find out if a business is open, what inventory looks like and how to procure the products or services they need.
For businesses, social feeds offer safe contact-less communications, shopping and even payment options for existing and new customers.
This unprecedented online e-commerce landscape has transformed social selling from a trendy marketing concept into a powerhouse practice with a direct impact on your bottom line.
In this timely blog post, learn how social selling can add value to your products and services and enhance the impact of this year's contact-less business model.
The easiest way to understand social selling is to recall the old school business model of the door-to-door salesperson.
You proactively show up for your customer. You start with a warm hello. You shake hands. You have a conversation. You answer questions patiently and only as they come up.
You share information that is interesting, timely and engaging - information your prospective customer wouldn't have even known to inquire about.
Only instead of doing this while standing on the front porch, you are doing this online via your company's social feeds.
Social selling is the direct opposite of now-unpopular tactics like cold-calling and the nameless, faceless online transactional sale.
Social selling is customer-driven, customer-focused and completely devoid of the "hard sell." This is soft selling at its finest and most nuanced.
Here, we can let the numbers speak for themselves.
Consider this: According to Google, nearly half of all decision-makers are in the same age bracket as the single largest demographic for social media use.
So guess where at least half of your customer prospects are at any given time?
If you just guessed "on social platforms" you are already starting to understand why we are devoting this entire blog post to social selling.
A whopping 90 percent of corporate decision-makers will never even consider responding to an old-fashioned cold call (and if they do, you will have to call at least eight times, on average, before you get a response).
Yuck. Talk about a time-waster.
Look in your wallet right now. Do you have a dollar?
If you spend that dollar on social selling, you just turned it into five dollars. That is the typical impact of investing in social media-based selling strategies instead.
Social selling works. It works regardless of whether a customer is physically willing or able to visit your brick-and-mortar business.
In fact, even if a customer does choose to order from you locally, chances are high (like 97 percent high) that the customer has visited your social feeds as well as your website first.
If you just thought to yourself, "I have no idea," not to worry. You are in very good company.
The truth is, the vast majority of sales professionals lack the kind of deep-dive understanding of social selling that could achieve the level of return on investment we just described in the previous section.
This is because, as "Outliers" best-selling author Malcolm Gladwell explains, it takes 10,000 hours of study to achieve mastery of a new skill.
And if you just thought to yourself, "10,000 hours?! I don't have 10,000 hours to learn how to do social selling!," then perhaps we can help.
This quick start guide won't replace those 10,000 hours, but it will at least get you started down the path
P.S. Be sure to read through to the end for an even quicker "QUICK START" into profitable social selling.
Depending on your industry, product or service and customer demographic, this may point you to LinkedIn versus Instagram, Tiktok versus Facebook.
It is fine to select multiple platforms to target. Just make sure you have time and staff to maintain a consistent, responsive presence on each feed.
When a prospect visits you online, you want them to know it is really you. Colours, logos, slogan - make sure it all matches up.
Think of this part like you are that door-to-door salesperson who shows up and knocks on the door. Only you are doing it online.
(There are lots of tools to help you identify the right folks to follow, by the way.)
Each feed will allow you to customize your notifications. (HINT: You want all the notifications to be on.)
Oddly, this is the part most people still stumble over. Just because you are now connecting with your prospects online doesn't mean you want to start out with your most aggressive sales pitch.
You want to develop trust. Build a relationship. Create rapport. Make new friends....who may in time become new loyal customers and even referral sources.
We understand that the pandemic has placed many local businesses in the precarious position of having to pivot yesterday.
You don't have to panic. We can help. From social branding to content creation to lead generation and conversion, we've got you covered. Find out about next steps.
Here at OSM Online Sales & Marketing, we are open and ready to provide your business with the support you need to stay profitable during the pandemic.
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