B2B businesses want to find the right buyer in the quickest time and with the largest profit possible. Good news; now we can target our buyers in a highly specialized way thanks to digital selling. Digital selling is made up of social selling and other components of the digital marketing mix. The seller can monitor the buyers’ content of interest and their social network to save time and effort finding the right buyer. As digital selling and social selling are the future of online marketing, it is important to know the difference between the two. So, let’s take a look at how they work.
Social selling is one branch of digital selling, whereby the buyer and seller develop a relationship online, culminating in a sale. Before choosing to buy, the buyer is influenced by information from their social network and also from online content. Why is this important to the seller? The seller can identify, connect with and ultimately sell to a buyer by social networking. So, the seller’s task becomes, monitoring what the buyer reads, researching with whom the buyer is networking and finally target that buyer for a sale.
How to build relationships
The seller can meet the buyer, create a relationship and share appropriate content online with the prospected buyer. Sharing online articles and engaging in online conversation is a great way to test the water with a prospected buyer. Once one relationship has been set up, future connections with the buyer’s network are also possible, which leads to a cascade of connections. For this reason, as companies and customers become more interconnected, social selling is taking off at an alarming rate.
What is social selling made up of?
Social selling can be broken down into insights based selling, trigger based selling and referral based selling. LinkedIn, Twitter, Facebook and Pinterest are the most popular sites for sellers to build B2B relationships. The seller can share content to strengthen their online relationships and then guide the buyer to a sale.
Where does the sale come in?
There is more to social selling than simply business relationships. Once the rapport between the buyer and seller has been established by sharing content, the sales executive steps in. The sales team is now in a very favourable position to close the sale. The correct foundation is vital for this step. Social selling allows for this easy, quick and profitable conversion.
What is digital selling?
Digital selling is composed of online documents and presentations, CRM projects, sales automation etc. All of these online components can be integrated to monitor the content that your customer is interested in. Digital selling is a system which creates content specialised for a particular buyer. Combining tailored content with social selling to the buyer increases the likelihood and rate of conversion.
How does digital selling work in sales teams?
It takes a lot of collaboration to produce suitable content, appropriate distribution and high conversion. Sales teams now work with content marketers, SDR representatives and sales executives to lead the buyer to buy. Their common goal is to create the specialised content, to build the correct relationships and to close the deal with the buyer. It is similar to preparing the right bait, catching the right fish and reaping the rewards.
To save time in finding the biggest fish, get to know your prospects with the use of digital selling. Find out what your prospects like and offer useful information to bring them to your product or service. The future of digital selling is based on this sophisticated monitoring of your clients’ needs. It’s a big ocean out there, and with digital selling, you can go fish.