It’s no secret that social media and social selling are dominating ecommerce. 79% of sales people who use social media outsell their peers. But what if your prospects don’t have social media accounts? How can you sell without having access to their social media platforms? Believe it or not, digital selling and ecommerce are still possible without being on social media. While it is a large part of internet and ecommerce culture, online selling can be successfully carried out without it.
Here are four steps to take in order to prospect and sell to buyers when they are “social media-less”!
1. Research first
The first thing you should do before anything else is to make sure your prospect isn’t on social media. It seems obvious, but researching and double-checking whether or not they actually have any social media accounts is important because otherwise, you are missing a great prospecting and selling opportunity. It is possible that they may have a personal account and no professional one. If this is the case, it’s probably best that you don’t attempt to prospect, especially if the account is privatized. Otherwise, you run the risk of breaching professional boundaries which can be detrimental to your future relationship with that potential customer. Unless it is clear that their interests match your business (which will be displayed in their bio), then avoid any social selling to a personal social media account. Once you have established that they aren’t using social media, then you can move onto emailing.
Emailing is a great way to prospect and to digital sell. Even though cold outreach is largely unsuccessful, emailing prospects can be useful, especially when they don’t use social media. Rather than cold calling, simply emailing asking for referrals to higher executives has proven to be more successful than attempting to sell. This is because selling within the first interaction is often considered spam, and if that happens, there’s no going back. 84% of B2B decision makers begin their buying processes with referrals. You should also make sure the subject line of the email is clear and lets the prospect know exactly what you are offering and what you are asking for. Don’t forget to send a personalized email rather than a generalized one, as this is more likely to have a lasting impression on your potential customer!
3. Find connections who do use social media
Just because social media is a no-go for the prospects without it, that doesn’t mean you can’t use it at all. While your prospect(s) may not have any social media accounts, it’s no harm to find any connections they may have who do. Connect with them yourself and direct message or tweet them. Research who is on the different teams in the business you are attempting to sell to, particularly the inside sales teams. It’s likely that at least one or two people on that team, depending on the scale of the company or business, will have a social media account or accounts. This will allow you to have mutual connections with the potential customer so that it’ll be easier to reach them. Connect with as many relevant social media accounts as possible to give you the best chance at success at digital selling!
4. Create online content
Writing blogs and keeping prospects updated is very helpful when trying to sell online. Sharing insights and information that is useful to your prospects is valuable and can help you to sell as you are directing them towards your website by blogging. Your content should appeal to your customers’ and potential customers’ interests, while still staying true to you and your business. Creating content online allows you to interact with prospects via the internet even when they don’t have social media accounts. They can comment on your blogposts and ask questions and you’ll be able to provide them with the answers. Giving potential customers ideas and solutions to problems they may be facing is a great way to encourage them to become loyal customers. Having an upload schedule also helps with that as they know what days you will be publishing blogposts, driving traffic towards your website.