The importance of social selling

Digital transformation took a 360 degree turn in the way we communicate, establish relationships and, of course, buy. Companies have had to develop new strategies as advances have been happening and society has become accustomed to them.

With this digitalization, customers are increasingly more informed and go to forums or social networks to find prices and opinions before making a purchase. A situation that opens a range of possibilities for brands that have the opportunity to initiate a process of trust with the user in those places that they usually consult, thus increasing the chances that the sale process will be more effective.

In recent times, the term social selling or ‘social sale’ has gained special relevance, a technique that has brought about a change in the paradigm of traditional sales strategies. It allows maximizing online sales of a certain business thanks to optimizing presence in social networks. Its magic lies in selling using social networks without directly promoting any product.

Social selling has become the most effective sales technique and experts increasingly give more importance to their strategies because, applying it in a precise manner, reinforces the entire sales process. The three basic rules to establish good social selling are:

  1. Detect how our target audience is and where it is located. Social selling offers the possibility of making ourselves known and reaching contacts that were impossible to achieve with traditional prospection. As with any other technique, it requires planning in the medium and long term and must be thought-out and meditated. A good starting point is to detect the platforms in which our target is located, to be clear about the profiles that we follow in each social network and the image we generate with our interventions.
  2. Share quality content. Once the platforms in which we must be present have been identified, it is important to optimize the different social profiles through coherent, logical messages and focused on recruitment and user loyalty. Our goal is to ensure that all our followers have a positive perception of the brand and to generate a good company image. Good social selling requires the implementation of content marketing, communication and branding strategies that allow us to approach clients or prospects with quality content that arouses interest.
  3. Regularity in publications and responses. The purpose of social selling is to go beyond direct sales. We have to get them to see us as an expert in the sector, rely on us as reference for any issues that may arise, and through the different social profiles, we should encourage conversations that establish a relationship of trust in the long term. To achieve all this, you must have regularity in the publications, as well as respond quickly to comments or doubts that may arise to any of our followers. This connection of brands with consumers through different social networks also allows us to increase customer knowledge, accompany them in their purchase process and offer them customized solutions.

If you want to know how ATREVIA can help you in your Digital Strategy, write to Mar Camps, Digital Area Director of ​​ATREVIA

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