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Social selling
how-to
Henna NiiranenNice to meet you!
Social selling evangelist, content-driven marketer,
pineapple lover and account manager at Differo
@DifferoFI
@Differolaiset
@HennaNiiranen
@henna_niiranen
https://fi.linkedin.com/in/hniiranen
https://www.youtube.com/user/eehesu
AgendaOur topics today…
1. Why?
2. What?
3. How?
4. What’s next?
1.
Why are we even talking
about “social selling”?
Information is availabe to everyone:
• During each minute, 2.4 million searches are run through Google
• The Finns excecute around 30 million searches per day
Social media is everywhere and everybody consumes social media:
• 467 million users of LinkedIn (Finland: around 1 million)
• Twitter reaches 317 million active users monthly
• 1.8 billion (!) users utilize Facebook every month (Finland: > 50% of the
population, 47% use YouTube)
Change in the buyers’ behaviour
We don’t go online, we live online
Buyer’s journey
B2B buyers start their buying process online as well
• Almost 80% of a B2B buyer's information retrieval process has been done before
any contact with the seller
• Over 80% of B2B buyers are available on social media platforms
• As many as 75% of B2B buyers utilize social media in their information retrieval
• Only 2.5% of cold calls lead to an appointment
• Sales people are no longer the primary source of information
• It is possible to use technology to track a buyer’s journey online
Change in the B2B buyers’ behaviour
Yeah, they are humans as well
Buyer’s journey
Steady state
Tips, trends,
ideas,
research
reports...
Awareness
Lists, how-to’s, FAQs,
news...
Consideration
Cases,
testimonials,
calculations,
demos,
comparisons...
Buyer
Product
information,
capabilities of
the team
How can I use the
product even
better?
ProspectLead
Customer
2.
What is “social selling”?
Utilizing social media platforms to
build personal relationships and trust
with the potential buyer,
aiming to help her during
the decision-making process.
Definition of social selling
Social selling enriches the relationship with
(potential) customers, and it improves the
sales process and the customer
experience. It allows the touchpoints
with you and your company to be more
personal and tailored. It gives more
possibilities to the customers to interact
with other experts not just the sales
people.
Still, it’s all about understanding what the
buyer needs and helping her to achieve
that. Just as in the traditional sales process.
Osaaminen
Who do
you think
you are
Personal
How others see & feel you
Personal brand
It exists, whether you take care of it or not.
Think about it from these perspectives:
× Career development and paths
× Your current employer and future
colleagues
× Opinion leaders in your industry
× Your team & employees
× Your (potential) customers
• A way to build trust and personal relationships through social media channels and
other network tools
• In the long run, with decent goals and activity, social selling increases...
• Your understanding of your current and potential customers, their needs and
motives
• The appeal of your company (human2human) and the recognizability of your
brand
• Your own credibility as a leader
• Your personal brand as a thought leader in your industry
• The number of leads and sales with better quality
What is social selling?
• Hassling around social media alone, in your own silo (”somehörhöily”)
• Constant shouting about the content your company's marketing department has
produced
• Chatting, instagramming, posting videos to YouTube, snapchatting etc. 24/7
• An automatic lead generator
• Only the responsibility of those whose business card says something about SALES
What social selling is NOT
Social selling requires…
× Time
× Focus
× Goals
× Content
× Patience
It’s not a sprint, but a marathon!
3.
How to succeed in social
selling
Optimize
your personal
social media
profiles
Your social media profiles
should show…
× Your expertise
× The themes you are interested in
× The themes your company is talking about
× The themes your customers are interested in
× How you can help your network
× That you are really you (read between the
lines: pay attention to similar branding across
different platforms)
Optimize
your personal
social media
profiles
How to do it:
× LinkedIn headline
× LinkedIn summary
× LinkedIn position description
× Twitter summary
× Hashtags
× Branding across platforms
× Significant amount of
information about Wirepass
× Profiles look the same on LI
+ TW
× What value can Jani offer?
How can he personally
help?
Tips:
× Creative headline (ok, this one is too long ;))
× Topics I can help with
× Links to other channels
× Presentations
× Links to the company website
YouTube
Tips:
× Hashtags
× Link to LinkedIn
× Same profile pic & header across
channels
“Take a look at your social media profiles.
What should you optimize based on what you
have just learned?
Write down 3-5 things you need to correct.
Set targets &
goals
What you are trying to achieve?
Think about it from these perspectives:
× Target groups / potential buyers / potential
employees / opinion leaders in the industry
× Your message and value to different target
groups
× Your expertise areas
× Your passion (it shows!)
Keep in mind your company’s strategy!
Set targets &
goals
How much time are you
willing to invest?
With a decent amount of time, you can achieve quite
a lot – you just need to stick with your plan!
× 15-30 mins per day to share, like, retweet etc.
× 60-120 mins once a week to write a blog or
network
How much time do you usually allocate to sales?
Set targets &
goals
How much time are you
willing to invest?
LinkedIn/"State of Sales in 2016"
“Write down...
× 1-3 of your most important target
groups
× Your message and value per target
group
× The themes and hashtags you want
to be remembered for
× How much time you will invest. Mark
up the slots in your calendar!
Networking
Who are you trying to reach
and where do you find them?
× LinkedIn, Twitter, other channels?
× Company blog? Guest blogging?
× Events?
× _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ ???
Remember to connect digitally with those people
you meet f2f!
“Think about your latest f2f connections.
Did you connect with them on LinkedIn?
Did you start to follow them on
Twitter?
Did you find out if they write a blog?
Did you check out their company’s
website?
If not, why not?
Create content
Content pillar approach
Utilize the same content from
different angles!
“Think about the themes you selected,
upcoming sales meetings and events
you are about to participate in.
Write down a short plan to create
content based on these.
× Blog?
× SlideShare?
× LinkedIn/Twitter updates?
Learn &
optimize
It’s a continuous ride...
Be patient. Building up your personal brand &
network takes time. You will see the 1st results in a
few months, but generating sales takes more time.
Be brave and try out different approaches. It might
be a surprise what works and what is not that
effective.
Utilize the information you gather from the net.
Learn &
optimize
Social listening is a
way to gather
information about
your potential
customers.
× Their company’s
figures, strategy,
competitors and
thought leaders
× Their connections,
themes and the
platforms they
are using
Source
Six steps to
social selling
UndestrandingWhy should I even care
about social selling?
Personal brandWhat is my value to my
potential customers? How
do I show it? Optimize your
social media profiles
accordingly.
Targets & goalsWhat am I trying to
achieve and how much time
am I willing to invest?
What is my company’s
strategy?
NetworkingWho am I trying to interact
with? What platforms am I
using?
Create contentWhat are my expertise
areas and what do I feel
passionate about? What is
my company’s strategy?
Learn & optimizeBe patient, learn from your
network and have fun!
Tips
× If you are not connected with the prospect, start to
“Follow” her
× Like, comment or share the same updates as your
prospect
× Like, comment or share the content she has created
× Join the same LinkedIn groups
× Follow her company
Tips
× Find her Twitter handle and start to “Follow” her
× Like, comment or retweet the same updates as your
prospect
× Like, comment or retweet the content she has created
× Follow her company
× Add her to a public list
× Find out who her colleagues are and start to follow them
as well
× Start a conversation with her
LinkedIn Sales
Navigator
What it’s about?
× Recommends leads based on your and
the potential customer’s activity
× Enables you to find leads with “lead
builder”
× Gives you real-time updates on
prospects and customers
× Shows “who's viewed your profile” in
the last 90 days
× Reach out to any LinkedIn member with
InMail
Before reaching out to leads via LinkedIn,
your basic profile needs to be in a decent
shape!
4.
What’s next?
Checklist
Come back to this every once in a while!
I have the same profile picture across social media platforms
I have the same header picture across social media platforms
I have linked my social media profiles across different platforms
I have tweeted once
I follow 20+ interesting prospects on Twitter
I have 20+ interesting followers on Twitter
I have optimized my LinkedIn summary & headline
I have added all my latest contacts to my LinkedIn network
I have published an update on LinkedIn
I have used 15 minutes daily on active networking on social media platforms
I have published a blog post on LinkedIn Pulse or other media
I have utilized the content pillar approach
I have new contacts because of my activity on social media platforms
Someone has given me postive feedback on my presence on social media
I found a qualified lead from social media
Thank you!Henna
Tel. +358504860775
@DifferoFI
@Differolaiset
@HennaNiiranen
@henna_niiranen
https://fi.linkedin.com/in/hniiranen
https://www.youtube.com/user/eehesu
