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Social Selling Stretches Beyond Sales

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To make it as convenient as possible for consumers to purchase your products, position yourself where they are most of the time: browsing and conversing on social media.

This is where entrepreneur Kahill Kuteesa excels. She founded Kahill Insights, which specializes in content creation, distribution and influencer marketing. The digital consultant and development practitioner are enthusiastic about technology as she explained during an Africa Tweet Chat.

One of the keys ways she applies her skills is selling on social media.

“This is the use of social networks to engage with your business’ customers, influencers and partners one on one,” Kuteesa said. “Social selling is best used to generate awareness among target audiences.

“Answer questions, respond to comments and share content throughout the buying process from awareness to consideration until a prospect is ready to buy,” she said. “Basically, you provide value to the prospects.”

It’s tempting to think that using the correct tool will seal the deal, but marketing is not so simple.

“Having the right tools is not enough to make sales, but it is a vital step toward accomplishing your goals,” Kuteesa said. She grouped tools into two main uses:

  • Tools to segment your audience. These include Twitter lists and mailing lists.
  • Tools to showcase your products. Examples are the Facebook product catalogue and Instagram shoppable posts.

“There is more to social selling than just content and tools, although these are very vital,” Kuteesa said. “It is also worth noting that the choice of tools will depend mainly on where your target audience is.”

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The next step is to match social media strategies to customers.

social selling

“When it comes to strategy, the first question to ask is, ‘Who is your customer?’” Kuteesa said. “The descriptions of your customers should match with a particular social networking platform. Choose accordingly, start listening for problems you can solve, and share meaningful advice.”

As she explained, the key to social selling is social, not selling.

“Social selling is building relationships, which in the end enhance your sales,” Kuteesa said. “You need to know what you hope to achieve, identify your target, and engage with them authentically.

“Once they have developed a trust in you and your product, they can then buy,” she said.

Learn about new leads

As a component of social media, social selling can build deeper relationships with customers.

“It allows you to identify new leads who are talking about your business, your competitors or your industry,” Kuteesa said. “You can get so much information about their needs, wants and pain points.

“You are then able to provide personalized, relevant and helpful feedback to your leads,” she said. “This creates a sense of trust and rapport that facilitates building deeper relationships.”

Kuteesa explained the best ways to convert online traffic:

  • Segment your audience. Each type of subscriber has different needs and wants. They’re interested in different types of content.
  • Improve your pitch. Test different pitches. Try long- and short-form pitches. Adjust the wording. Switch up your headlines and calls to action.
  • Use testimonials and case studies. These are all excellent ways to convince your social contacts to convert.
  • Offer free trials. Free trials let your customers test drive your product before they can commit.
  • Optimize your landing pages. They’re designed to convince visitors to sign up for your email list, download a lead magnet, start a free trial, or buy your latest product or service. Make sure the pages are as attractive and less spammy as possible
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Kuteesa’s super tips for selling on social media are built on common sense:

  • Be patient. You will not make sales there and then. Concentrate on building relationships.
  • Less is sometimes more. Remember not to overwhelm users, or they might unfollow or block you.
  • Promote products personalized or tailored to your target customer.
  • Be consistent with your content. Otherwise, you will create an impression that all you were interested in was to make a sale.
  • Use hashtags to increase your reach. Remember, too many hashtags can make your posts look cluttered and pitchy.
  • Diversify your content to reach many people.
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Jim Katzaman
Jim Katzaman is a manager at Largo Financial Services. A writer by trade, he graduated from Lebanon Valley College, Pennsylvania, with a Bachelor of Arts in English. He enlisted in the Air Force and served for 25 years in public affairs – better known in the civilian world as public relations. He also earned an Associate’s Degree in Applied Science in Public Affairs. Since retiring, he has been a consultant and in the federal General Service as a public affairs specialist. He also acquired life and health insurance licenses, which resulted in his present affiliation with Largo Financial Services. In addition to expertise in financial affairs, he gathers the majority of his story content from Twitter chats. This has led him to publish about a wide range of topics such as social media, marketing, sexual harassment, workplace trends, productivity and financial management. Medium has named him a top writer in social media.

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