The Art of Social Selling

by | Sep 11, 2017

Social Selling on Social Media is an art-form within itself. Let's face it, you can't just log onto Facebook and write a post like 'buy from me now - here's my link' and actually expect people to buy from you.

People have to know, like, and trust you before they feel comfortable enough to enquire or make a purchase.

This notion of 'Know, Like and Trust' was first coined by Bob Burg in his book 'Endless Referrals'. He said "All things being equal, people do business with, and refer business to people they know, like and trust."

In relation to Social Selling, this translates into:

1) KNOW. Do people know you exist? What is your viewpoint and perspective online? What company do you represent? What do you stand for? Where are you mentioned and spoken about? What articles have you published on your subject matter? LinkedIn and Blog Posts are often a great way to develop this part of the social selling strategy.

2) LIKE. People like to find other people they can relate to, agree with, and ultimately like. Be the helpful one, the insightful one, and the one that is genuinely seeking to give genuine value to other people without expecting a single thing in return. Setting up Q&A discussions on Twitter, answering other people's queries or providing potential solutions to problems on LinkedIn, and asking viewers to comment on your YouTube Videos and Instagram Posts is a great way to open up this discussion.

3) TRUST. People have to ultimately know that you can do the job well. That you are a professional, and that you will give them the results they are looking for. That means the product will perform to the standard you said it can, the service provided is well-thought out and professional, or that the workshop will deliver all of the points mentioned in the brief.

The thing to remember is that trust is earned and grows cumulatively with time.

Consistently putting out great content that truly showcases your expertise and knowledge in your subject matter and industry, is a tried and true way to build trust. By sharing even just a fraction of the wealth of your knowledge with other people, you are demonstrating that you know what you are talking about and can be trusted with your customers aims and objectives, and ultimately - money.

Great content can include writing well thought out and detailed blog posts on topical discussion points in your industry, glowing recommendations/testimonials on LinkedIn and your website, or email mailshots with quick and easy 'how to get the most from' guides for your products.

At Zest For Media we create engaging, trust-building content for our lovely clients every day. Whether that's a post on Social Media, a blog article on their website, or a how-to product guide via email.

Want us to put together a proposal on how we can help you too?

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