Is modern B2B-sales social?

By Anders Björklund

Is modern B2B-sales social?

Nearly half of the global population are social media users. If you wonder whether you should be active on social media, this number alone should answer the question. Should modern B2B-sales include social media?

I believe that using digital formats, online and social media should be a natural part of the way you interact with customers, and run your business life. So what equates to using social media effectively in B2B? It would certainly help if you are knowledgeable, relevant and helpful, but not pushy. Never be close to being intrusive. The way you do it is not a fine line to walk, you must do it well.

LinkedIn - your primary focus on social media

LinkedIn is the most important social media platform to prioritise. We have examples of B2B-companies where 25% of their sales qualified leads to have LinkedIn as their source.

In this article, I focus on LinkedIn business-oriented content, possibilities and functionality. You can also apply some of my suggestions below to some of the other social platforms. 

Prospective buyers prefer to interact and do business with people who know what they're talking about and enjoy to communicate and interact on it. LinkedIn offers an excellent arena to be bounteous with your thoughts, ideas, and knowledge openly.

One main reason for you to be active on LinkedIn is to boost B2B conversion rates and generate leads. Your company wants you to use social media to give people the possibility to provide answers to the challenges that your target group have. Your followers and the people that view your content wants to see that you understand how it is to be them. If you can prove that you know that, then they are more likely to be interested in your company.

Tailor your LinkedIn profile with your target groups in mind. You want to be credible and get instant recognition and fellowship from people who work for the companies you support or want to help. Do share, create and interact with content with a similar focus. Add your perspective on industry trends and events. And be bounteous.

Answering questions is an excellent way to empower your connections and for you and your company to be helpful and authoritative experts that are eager to assist.

You need to have all the answers

The right prospects and customers do not want you to bring back solutions from other in-house resources (product managers, technical experts, etc.).

There is only so much that you can do when it comes to reaching and engaging people on LinkedIn and social media. Your impact will be magnified when colleagues realise the effects of utilising your knowledge, support and guidance. Today's potential buyers look for help sorting through all the possibilities and information they have access to online.

People and companies that make it easier for them, and that can serve as guiding lights are already outperforming their competitors.

To be able to help potential buyers find a way forward; you must be present, active and available for interactions to make sense of the "information". Companies applying this approach help customers prioritise various sources of information, and to reconcile conflicting information. The companies that do this reduce the skepticism that buyers have towards them. The implication is that they increase the confidence buyers have when taking their purchase decisions.

With this in mind, you want to focus your social media presence more toward providing relevance and context around all of the content in people's feeds, instead of solely adding to it.

Prospects are far more likely to give you the time if you can strike an instant note of relevance. Gaining an intro from a mutual connection on LinkedIn vastly increases your likelihood of getting a response from a decision-maker and moving a conversation forward.

Is modern B2B-sales social?

Yes, social media, and especially LinkedIn, is one crucial part of modern B2B-sales. I claim that if you're not incorporating LinkedIn and social media as a natural part of your way of doing business, you are ineffective, and undoubtedly missing out on opportunities.

Are you at the stage where you want to improve or even set up your profile? Download our free guide: "How to set up and improve your LinkedIn profile"

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Anders Björklund
Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about how to think about onlinification and digitalisation in B2B.
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