Enablement
3 tips for boosting social selling efforts
By — On 12 August 2021
Not long ago, sales and marketing teams had two distinct roles. Marketing generated awareness for a company and its products and sales managed the selling process for prospective buyers. Social media fundamentally changed that model.
Most companies today leverage social media for brand awareness. For marketers, social media is a channel to drive engagement with marketing content. But this comes at a cost, literally. Companies that reach their target audience on social media, typically do so through paid and or sponsored content. Paid social media can expand reach, but it may not increase buyer engagement.
In response, many organizations have taken an organic approach to amplify content. In theory, employee engagement programs increase brand reach by having individual contributors share corporate marketing content. But activating your employees with the same content on the same day comes across as inauthentic to potential buyers.
Social selling offers an alternative to employee engagement programs. Sellers are enabled with third-party content that helps them build their brand while elevating the corporate brand. When sellers become the human face of the brand, they build trust with buyers and increase the impact of corporate content.
Modern buyers expect personalized, authentic, and meaningful engagement. Here’s how your social selling program can deliver on that expectation.
