Social media started as a platform to share pictures and communicate with people. Today, in 2022, social media platforms are closely knitted to our lives. Starting at the top of the sales funnel, consumers use social media more than ever today; adults spend around two and a half hours each day on social media.
In other words, businesses can leverage this for their prospective sales. In the United States, 91.9% of marketers at companies with 100 or more employees were expected to take advantage of social media marketing in 2021, according to the US Chamber of Commerce.
Undoubtedly, social media play an essential role in brand awareness and generating organic traffic, but its potential to drive more leads and revenue is often ignored. It is one of the most affordable and multi-dimensional sales tools. Businesses generate more leads, but social selling has a 100% higher lead-to-conversion ratio than other outbound marketing efforts.
Be it improving leads to conversions and sales or understanding your customer, industry, and competition, social media and sales combined have immense benefits. This article will have the top five actionable ways to integrate and leverage your social media to drive more sales and turn a profit.
Using social media for marketing and brand building is just one part of the story. Social media has become a valuable sales tool today. This is because of a significant push from social media companies like Facebook and Instagram to offer e-commerce services on their platforms.
How to integrate social media with your sales strategy
Here are the five ways to integrate social media into your sales strategy:
To drive more sales using social media in 2022, first begin identifying the platforms your target audience is spending time on. Then, engage with the prospects on specific platforms; this way, you can save the precious resources otherwise spent on multiple platforms. In addition to this, you can understand how your users interact with the platform to identify high-converting content.
Start by researching to identify the ideal user persona, including age, demographics, and needs. For B2B entities, this can include company size, business process, organizational structure, and revenue. Once you have all the data, analyze the social media platform statistics to identify the target platform for your target customer.
For example, the social media platforms like LinkedIn or Twitter help you connect with top-tier executives, especially helpful if you target B2B clients. However, in the case of B2C companies targeting millennials and generation X, you would instead focus your efforts on platforms like Facebook and Instagram instead of Twitter or LinkedIn.
Companies often rely more on conventional marketing channels such as email, website, cold calling, and more. However, if not more, using social media for sales is an equally effective tactic to increase leads and conversions.
Also, it is a cost-effective method. Integrate your social media to your digital sales channels by adding widgets and QR codes. From landing pages, email campaign templates to your feedback and thank you pages, integrate all social media links to each one of them.
This way, you can work on brand awareness and socializing with the audience and open a new sales window of social selling. Your target customer can design their buying journey through their favorite platform. Moreover, you can leverage customer success stories in your marketing and sales material as social proof. This integration also improves the user experience and feedback mechanisms leading to more satisfactory user journeys.
Your sales team can use social media to directly interact with target customers that you are already engaged with. Reaching your prospects through social media works similar to tried and tested methods like cold calling or networking.
For social selling, identify the social platforms used by your customers, listen to their needs and personalize the engagement and sale strategy accordingly. As a result, almost 73% of salespeople using social selling outperform their sales peers.
Many social channels have introduced buying options like Pinterest’s buying pins and Facebook’s shop. Social commerce is picking pace, accelerated by this ongoing COVID-19 pandemic. The rising investment into social commerce solutions is causing businesses to expand their social commerce investment.
Around 85% of executives claim that social commerce is a growing contributor to business revenue plans. As a sales executive, start adding your product catalogs to your social media pages.
Most marketers have realized the importance of a good user experience in thriving the business forward. Not only the social media accounts of the company are essential touchpoints in a user journey, but the personal accounts and profiles also act as extensions to reach customers. It is a known fact that your target customer will trust your representatives and employees more than a company’s CEO or brand.
You must optimize your personal social media accounts for better brand reach. Also, you should be able to support selling efforts. You can leverage employee advocacy by offering shareable content to post on their social media platforms. Teach your employees how to engage and network with the audience as a representative of the brand.
Primarily, Twitter and Linkedin are the platforms consumers often use to communicate with thought-leaders and the brand.
Using social media for marketing and sales benefits both customers and businesses. It allows both to communicate directly without any interruption. A sprout social insight reveals that 78% of consumers consider social media the fastest and most direct way to reach a brand.
Conversational commerce replicates the offline shopping experience in digital space, where a customer talks to the seller before purchasing. Social media provides an excellent mechanism to chat and shop simultaneously. In addition, direct messaging has enabled digital marketers to deliver personalized recommendations and experiences to digital shoppers.
Bringing social listening into your marketing strategy will help you better understand your customer, industry, and competitors. As a result, more benefits of conversational commerce get reflected in the customer service experience. Social marketers need to have a strategy to manage inbound messages and offer practical support to customers in the sales funnel. So, it is always wise to use social media in your customer service strategy. Don’t forget social proof and loyalty are at stake.
Social media has evolved from a branding and marketing platform to a robust and effective sales tool. With increasing social media users, B2B and B2C companies need to integrate social media into their current sales strategy to open new opportunities, generate leads, and turn profits. Simply put these tips into action.