Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close

Learn

Access the Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Blog / Newest Insights

Jump straight to the latest inbound marketing and They Ask, You Answer insights

Access the Learning Center

Free and Pro Courses

Take your knowledge to the next level with free and Pro courses inside IMPACT+

Access the Learning Center

Recordings on Demand

On-demand recordings from past IMPACT events and livestreams

Access the Learning Center

Featured

Inbound Strategy Playbook 2022

Learn 7 foundational principles that have proven to set inbound marketing strategies up for success

Access the Learning Center

Free 5 Min. Inbound Marketing Assessment

Take this free assessment and learn what you can start doing today to boost traffic, leads, and sales

Access the Learning Center

Blueprint for a More Profitable Agency

See why coaching, not implementation, is the key to happier clients and better profit margins

Access the Learning Center

Case Studies

See examples of companies working with IMPACT and thriving with They Ask, You Answer

Access the Learning Center
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

4 Ways to Integrate Social Selling Into Your Sales Process

By Rachel Clapp Miller

Rachel Clapp Miller also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

4 Ways to Integrate Social Selling Into Your Sales Process Blog Feature

shutterstock_211504087This post originally appeared on the Force Management Blog. To read more content like this, visit the blog here.

It’s no longer a bold statement to say that your organization needs to be in the social game if you plan to achieve optimal sales productivity.

Social media helps sales organizations drive pipeline by (1) engaging with buyers earlier in the sales cycle, (2) maintaining relationships with current customers and (3) demonstrating valuable market insight. 

Eighty-seven percent of decision makers in B2B sales organizations spend time researching products and services on social media.

Just like having a website in the 1990s, buyers are now judging the legitimacy of an organization based on their presence (or lack thereof) on social media.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Research shows that salespeople who use social media are more successful, but how does a sales organization begin to embrace social activities as part of a sales process?

The first step is to recognize that social selling isn’t your magic bullet.

Creating an account on LinkedIn or Twitter doesn’t mean that the leads will start pouring in and the sales will practically close themselves. In fact, you can get hundreds of followers, thousands of likes, and even make valuable connections, but if you don’t employ a system of capitalizing on these interactions, you’ll never see the kind of return that drives bottom-line impact. 

With social media, salespeople are able to engage with prospects and current customers, demonstrate value and differentiation and gain access to individuals with whom they couldn’t get to before.

The true value of social media comes only when you as an organization are able to bridge the gaps between your buyer, your social platform and your sales process. Social media isn’t a quick fix, but incorporating it into your sales process in a way that drives repeatability will set your organization up to reap social selling rewards. 

Integrating Social Selling Into Your Sales Process

While you may get lucky here and there, a customer is unlikely to make a purchase based on your social media posts. Social selling isn’t a new way to sell. It represents one more tool in a seller’s tool belt - one that can help you execute on your critical sales skills: uncovering customer needs, articulating value and differentiation and positioning value. 

Here are Four Ways to Integrate Social Selling Into Your Sales System:

1. Right Place, Right Time:

Social media can be used for far more than just making connections with new prospects.

Use social to answer questions and continually demonstrate value throughout your sales process and even with current customers.

With the growth of the connected buyer, salespeople play a huge role in customer retention and life cycle satisfaction. Providing your salespeople with a rhythm that defines social activities as part of their sales process will help them use social throughout the sales and customer engagement process

2. Consistent Messaging:

Social media is often owned by an organization’s marketing team. However, since social media can help a sales organization reach buyers earlier in the sales cycle, it is important for sales to participate in the overall social media strategy.

As with any customer-facing materials, it is critical that sales and digital marketing work together to create message consistency. A defined process that helps sales organizations leverage marketing’s digital content will help drive consistency and repeatability.

3. Regular Engagement:

One social media post is only going to get you so far. The key to capturing the true value of social selling is to make it consumable for your sales team. Provide a process that enables your salespeople to engage regularly without it monopolizing their time. Here are some tips:

  • Use software technology to schedule posts throughout the week

  • Schedule time every day, even if it’s only 10 minutes, to engage on social media

  • During your scheduled time, respond to posts, retweets, or mentions (try to do this within 24 hours)

  • Search, or “explore” for new connections using hashtags or following trending topics

  • Set a weekly goal that puts purpose behind your social activities 

4. Post with Intention:

Intention might be the most important part of the social media process.

If you engage with a person on social media, have a purpose. Whether it’s simply to increase your visibility, or to set up a sales call, every interaction should serve a purpose.

Defining that purpose will help your sales team see the value of their engagement, rather than the burden of one more thing they need to do with their time.

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Inbound Sales
Published on September 4, 2014

Recent Articles

The 5 Most Critical Inbound Sales Strategies Every Team Must Adopt
December 28, 2021 • 7 min read
What Is a Revenue Team? (Definition + Video)
December 16, 2021 • 9 min read
5 Real-Life Examples of Assignment Selling In Action
December 13, 2021 • 9 min read
Sales Enablement Checklist: 5 Questions Marketing Teams Should Regularly Ask Sales Teams
November 30, 2021 • 5 min read
Virtual Sales: How To Improve Sales Performance in a Virtual World
November 15, 2021 • 8 min read
How To Improve Your Sales Process
November 8, 2021 • 9 min read
What is the Value of a Digital Marketing Consultant?
November 4, 2021 • 6 min read
What is Assignment Selling? (Using Content to Close Deals Faster)
November 2, 2021 • 5 min read
HubSpot Sales Hub: 18 Things Every Sales Rep Should Know How to Do (+ Videos)
October 28, 2021 • 5 min read
How to Get Sales Reps to Use the HubSpot CRM
October 18, 2021 • 4 min read
How to Master the Art of Using Content in the Sales Process
October 12, 2021 • 10 min read
How to Know When You’ve Outgrown HubSpot Sales Hub Starter
September 23, 2021 • 4 min read
Sales and Marketing Alignment: How To Shorten Your Sales Cycle
September 17, 2021 • 8 min read
The Best Sales Enablement Tools for Your Team in 2021
August 30, 2021 • 11 min read
Your Buyers Want to Control the Sales Process; Here’s How to Let Them
July 28, 2021 • 6 min read
HubSpot CRM review (updated for 2021)
July 27, 2021 • 8 min read
5 HubSpot Sales Hub Tips for Assignment Selling
July 23, 2021 • 7 min read
How to Add Video to the Sales Process
July 20, 2021 • 6 min read
Get your sales team using your CRM platform in 5 easy steps
July 13, 2021 • 6 min read
9 marketing objective examples to guide your next digital strategy meeting (+ one bonus)
June 30, 2021 • 6 min read
How to Use Video for Sales (5 Easy Tips)
June 8, 2021 • 6 min read
Lead nurturing strategies, ft. Rich Quarles of glassCanopy (Inbound Success, Ep. 198)
June 7, 2021 • 24 min read
What is the Content Marketing Funnel and How Does It Work?
June 2, 2021 • 10 min read
What is Lead Nurturing?
May 28, 2021 • 9 min read
Sales and Marketing Friction is Hurting Your Bottom Line – Here’s What to Do About It
May 27, 2021 • 6 min read