BY Jessica Helinski
99% of B2B buyers say they use at least one social network, according to SalesFuel’s B2B BuyerSCAN. Clearly, B2B social selling makes sense, as prospective clients are active on these networks.
Facebook and YouTube lead in use, as each have reported use among 75% of buyers. LinkedIn (58%) and TikTok (55%) also lead in engagement.
Why is social selling essential?
B2B buyers don’t just engage with social media. They also report influence from it. 49% say that social media has driven them to act on behalf of their company.
When researching a supplier or vendor, social networks are often a top resource for buyers. SalesFuel found that 44% look for customer ratings/reviews on social media and nearly a quarter seek a seller’s social media postings.
Specifically, direct engagement with a seller and seeing a seller’s posted/shared video influenced buyers to increase their consideration of the seller. Additionally, when researching a seller, 23% look to see if they’ve posted subject matter on social media or a video (21%).
What are social selling best practices?
To be successful with social selling, it’s important to take a thoughtful approach and use proven methods of engagement on these networks.
“You may have heard myths that social selling is aggressive or involves sending unsolicited spam pitches to all your followers,” writes Crunchbase’s Jaclyn Robinson.
“But these are simply common misconceptions. Truly effective social media selling takes time and happens organically, after trust has been established.”
Typically, effective social selling consists of these basics, according to Annie Lizenbergs of Highspot.
Be active
Social selling is much more than having a profile and intermittent posting. Success requires being consistently active, which means regularly posting, sharing and talking with others. And the key? Offering up content and discussions that are truly valuable to your target audience.
Highlight social proof
It may be tempting to use social networks to showcase your expertise, value and big wins. But buyers don’t want to constantly see you patting yourself on the back. Instead, consider sharing social proof.
This still demonstrates credibility and value but through the words of others instead. Case studies, testimonials, reviews, and whitepapers are all ways to do this.
"Social proof isn't just nice," explains Director of AdMall Sales Denise Gibson.
"It shows prospects that others like them have already made the choice and experienced success."
Be social
Social selling isn’t just about what you can get from it. Smart sellers navigate social networks to engage with others and offer support.
“It's not about you,” Lea Woodford, CEO and founder of SmartFem.com and SmartFem TV, tells sellers.
Use social media to “start networking and building other people. When you help other people, it always comes back to you.”
Target effectively
Another must-do when social selling is to ensure your efforts have an impact. Focus your attention on efforts where your target prospects will be. Based on your own research and ideal customer profile, prioritize joining networks that are used by quality leads.
And keep in mind that specifical network use varies by age. SalesFuel found that Facebook and YouTube have the widest across the generations. 74%-77% of Gen Zers, Gen Y and Gen X, and 61%-69% of baby boomers report using Facebook. 71%-76% of younger generations and 62% of baby bloomers use YouTube.
Younger buyers are also highly active on Reddit and TikTok. But these platforms drop off with older groups. LinkedIn and X (formerly Twitter) are stronger with professional and older segments.
Make social selling work for you
Social selling isn’t about broadcasting your achievements nor is it simply creating a profile and disengaging. It’s about actively building trust, sharing value and connecting with buyers where they are.
Continue honing your social selling skills and you’ll find that your efforts pay off in stronger relationships, increased influence, and measurable sales results.
Photo by Austin Distel on Unsplash
