Until now, social media was used as a communication uk email database tool to inform our clients about our company's offers and news, with a small budget and hardly any strategy, they barely served to increase the number of potential clients through advertising campaigns that were ineffective in most cases.
With Social Selling, social networks are used to find information, get to know our customers better, improve our customer service, define specific objectives and help them in the purchasing process, so that they decide that our company is their best option, due to the quality of service, information and feeling of closeness.
Objectives and strategy
First of all, we need to define a series of objectives within our Social Selling strategy to get better clients. These objectives and strategy are based on three basic pillars that any campaign must follow, which I will detail below:
1. Definition of the target audience: A priori, this type of action is designed to sell to a professional client, which is called B2B, but it is not enough to just be clear that we are going to sell to professionals. The ideal is to define a target audience as specific and desired as possible, based on our projections on a certain professional profile that we think will be closer to acquiring our product or service. This is what is known as “Profile”, “Buyer Persona”, “Target” or whatever we want to call it, but the ideal is to define different types of clients that we want to impact and measure them as we obtain results to corroborate whether this target audience is the one that finally acquires our products or services or, on the contrary, is a very different profile, so we will have to adjust our communication, language, tone, style, channels, etc.
Source: Rock Content
Difference between target audience and buyer persona : It is very important to highlight the difference between target audience and target. This is one of the key nuances of Social Selling, knowing people's habits, interests, factors that determine decision-making, fears and desires, trying to get to know our interlocutor as much as possible to help them and make their decision-making process easier, and knowing how to acquire our product or service will help them overcome their fears or satisfy their desires.
2. Online communication channels: Having a well-defined buyer persona will make it easier for us to make decisions about which channels to broadcast our information and which will be best for attracting our clients. The queen of Social Selling to get better clients is Linkedin, the professional social network par excellence of the current market, but this can change depending on your potential client and you should reflect on this question before you start broadcasting information, to optimize your resources as much as possible and use a sniper strategy.