72% of B2B buyers use social media to research their purchase decision. So it’s safe to say that being active on social media is imperative to achieving success in B2B social selling and e-commerce. But how can you actually achieve this success? Everything starts with your social media profiles as they are what potential customers initially see. If you don’t dedicate the time to actually figuring out what to say in your bio, what profile picture to use, and what content to post, sales success on social media will be unattainable.


Here is a breakdown of everything you need to do with your Facebook, LinkedIn, Twitter, and Instagram accounts in order to easily achieve social selling success!


1. Facebook:

  • Bio: As with every social media profile, creating an informative and compelling bio is of utmost importance for businesses. For Facebook, keeping the language informal, yet professional is a must. It also depends on what your business is, whether or not you want to sell a particular product or service, and what your target demographic is. Take time to find out what best suits you and your business and take it from there. Research other similar businesses and their Facebook pages to see what has worked for them and adapt your strategy accordingly. 
  • Interaction: On Facebook you should be personal, but not overly so, and post frequently. Posting once, maybe twice a day to begin with is ideal as you aren’t bombarding your followers with content, but you aren’t neglecting them either. Also, try and incentivize your potential customers every now and then. For example, you can encourage them to “like” your page in exchange for a discount code for your product. In doing this, your followers will instantly be rewarded by following your content, which ultimately encourages a stronger relationship to be formed! 
  • Promotion: If your page has over 50 likes, you can boost your posts on Facebook by clicking “Boost Post” in the bottom right-hand corner. You can then choose who sees the post when you “Edit audience”. Filter this based on location, age, gender, and interests, and add a name for this audience. Set a budget of at least $5.00 depending on the number of people you want the post to reach. This post will be boosted for 24 hours and you can alter this if you click on “More Options”.


2. LinkedIn:

  • Bio: This profile will be the most formal as LinkedIn is a social media platform for business, however you can still be personal to an extent. According to LinkedIn, if you have a picture your profile is 11 times more likely to be viewed. If you are using a personal LinkedIn profile, then showcasing personal information is fine-actually it’s great- as long as you maintain a professional persona! 
  • Interaction: Use LinkedIn Pulse to share different articles so that you can showcase your interests. You should also pay attention to what your customers are sharing and their own interests so you can provide them with relevant information and insights in the future. Respond to messages quickly as you don’t want to neglect your customers. 
  • Promotion: LinkedIn Campaign Manager allows you to sign up for Sponsored Updates or Text Ads. Fill in the details about your company or showcase page and enter a campaign name. Choose your preferred language and then you just have to figure out what content you want to promote and decide on a target audience filtered by location, job titles, and specific targeting criteria. Finally, choose a budget and a schedule for your campaign and you can bid based on cost per click (CPC) or cost per impression (CPM). 


3. Twitter:

  • Bio: Unlike Facebook and LinkedIn, you are limited to what you can tweet, but also to what you can say in your bio. The tweet limit is 140 characters and the bio limit is 160, so coming up with your bio in a limited space can be a bit restrictive. However, all you have to do is make sure you’re succinct and informative, while maintaining a level of authenticity. 
  • Interaction: Like Facebook, be personal but professional when engaging with your followers. Don’t limit yourself to tweeting about you and your company. Engage with other accounts and offer ideas and insights as well as your own content. Otherwise, it becomes more about selling as opposed to social media engagement. Message relevant prospects, thanking them for following you and don’t forget to follow them back. This creates the foundation of the online relationship between buyer and seller. Tweet regularly (once a day is ideal). 
  • Promotion: For Twitter, you can choose to promote either your tweets or your account. I would recommend promoting your tweets as this will promote your content which will increase traffic to your website and other online profiles. Also, by promoting your tweets, you are simultaneously promoting your profile anyway! You should then determine your target audience by veering the campaign towards interests and followers, or keywords. You can also target your audience by specific locations, devices and platforms, and gender. Finally, construct your tweet! You can use either an old tweet or create a new one. 


4. Instagram:

  • Bio: This platform is entirely image-based, which makes it ideal for creative businesses. However, this doesn’t mean Instagram has to be restricted to creative businesses. Make your bio compelling enough so that prospects want to follow you. This means you should try to be both personal and professional, which can be easily reflected in your profile picture. 
  • Interaction: Respond to comments on your posts as well as any direct messages you receive. Research your followers and their interests, and try to tailor your posts to suit them as much as you can. When a prospect follows you, make an effort to message them to thank them for doing so, and if they are relevant to your interests, follow them back! Focus on the quality of what you are posting, rather than the quantity, but aim to post a few times a week. 
  • Promotion: You can purchase Instagram ads through Facebook’s self-serve interfaces Ads Manager, Power Editor, and Marketing API. From there you can make your images and videos square or landscape format.  Go to “ad creation” and select an objective from the list. Next, input a campaign name and choose your audience. Filter the characteristics based on location, age, gender, language, interests, behaviors, and more. Next, you must set a budget and schedule for your campaign. Then you are required to input an ad set name. In the format section, select how you would like the ad to look. Choose a Facebook page and Instagram account. Fill in all the details and select the options you’d prefer in the Ad Preview section. Finally, click the “Place Order” button and you’re done!


Anna Ní Chiaruáin

Posted by Anna Ni Chiaruain


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