Have you ever approached a prospect on social media? If you have, then you’ve engaged in social selling. If not — now is the ideal time to start.
Software giant Hubspot defines social selling as: When salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy.
The emphasis in social selling is on the “social” part. The goal is not so much to sell as to create a relationship. Remember, buyers are people, and people don’t buy from companies. They buy from other people — specifically, people they know, like, and trust. Social selling helps vendors become known, liked, and trusted, and when the time is right, then they can close the deal.
And it’s incredibly effective. The leads you develop on social media are seven times more likely to end in a sale.
For B2B writers, social selling offers two opportunities. The more obvious one is to use it as part of your own marketing plan.
The less obvious one is to offer your writing services to help your clients with their own social selling. But before we dive into how to do that, here’s a look at the how the overall process works.