Should B2B Companies Bother With a Social Media Strategy?Social selling is the art of using social media as a tool to find prospects and nurture leads through social media so that you can enter into favourable or ‘warm’ business conversations with your target market. It’s about creating a brand through social platforms, that customers and prospects can trust and respect. In essence, a good social media strategy plants a number of seeds and nurtures that harvest over time for a substantial return on investment in the long term. We are all familiar with B2C social media campaigns on Facebook, Twitter and Instagram, but what about B2B? It surprises me when I hear people say that social selling is not for them, it’s not in line with their brand or they don’t need it. But maybe this shouldn’t come as a surprise, when Henry Ford invented the automobile there were certainly those who said that the horse and carriage would never be replaced. When mobile phones came around, there were definitely those who said that they would be a fad, the same with the internet itself. The fact is, that social selling is not only effective, but it is really no different to any other form of marketing and it is certainly not a fad – at the end of the day, it’s getting you in front of your specific target market and clearly expressing to them how you can help them achieve their goals or solve their problems. And yes, your target market IS on social media. B2B organizations pay thousands to have a stand at expo’s and conferences simply to be in the same room as their target market, well guess what, you can have the same effect through social media at a fraction of the cost. It comes as no surprise then that:
- 72.6% of salespeople who incorporated social media into their process outperformed their colleagues and there’s a direct correlation between closed deals & social selling tactics.
- Salespeople that incorporate social selling are 15% more likely to hit their quotas.
- 79% of marketers see increased traffic through just 6 hours invested in social media marketing per week.