1. Understand Your Audience
What industry is your audience in?
These are questions you must answer before you decide which social media platforms you will focus on for your social selling strategy.
2. Integrate with Other Teams
Although social selling is inherently associated with the sales team, it doesn’t mean they should work alone. Your social selling strategy will be much more successful if you get marketing, business operations or customer success teams involved as well.
Consider how these teams can help with the following:
No matter who ultimately owns the program, it’s important to collaborate with different teams to ensure a successful social selling program that drives results.
3. Identify Preferred Channels
Just because, for example, your company’s own Instagram page generates hundreds of likes and comments, does not mean your sales team should focus all of their time on that specific channel. Take time to train your sales team to do the proper research to determine what social channels are most frequented by your prospects, what type of content do they react well to, and what times are they most engaged. The results may surprise you and they will ultimately drive your sales team's social selling efforts as well.
4. Personalize Your Outreach
Once your sales reps have a good understanding of where their audience spends their time, it’s time to interact with them. Social selling is not about generating a mass message and sharing it with as many people as possible Conversely, your focus should be on personalizing your interactions, which will help you build trust with prospects and ultimately close more deals.
5. Set up Guidelines
If you want to make your social selling strategy repeatable, it’s important to create general guidelines for your team to follow. Since there’s not a single approach that works best, it’s best to customize the guidelines depending on your team’s resources, goals, and team members.
A set of procedures will make sure the strategy is in line with the overall business strategy, specific format that must be followed and that the whole team is on the same page. The best process will still leave enough room for sales reps to be themselves and have enough flexibility to play around with what works best with their audience.
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