Kestio

How can I use Social Selling to increase my sales?

Le saviez-vous ? Près de 55 % des personnes en situation d’achat passe par une requête sur un moteur de recherche afin de trouver de l’information et choisir la solution la mieux adaptée.

A boon for a company!

The idea is indeed to be present on social networks by broadcasting relevant content that will arouse the interest of the Internet user while he is looking for information. This approach, driven by the company, does not mix personal and professional content as we saw in the first post on the subject, "4 tips for increasing sales with social selling".. It is set up and driven by marketing and is designed to generate inbound contacts. To exist on social networks, there are three levels of action that correspond to three levels of involvement:

 

- react on other people's publications (likes, comments, sharing...); consumes few resources, generates few results, maintains activity.

- choose curation, a practice that consists of selecting, editing and sharing the most relevant content on the internet for a given query or topic; consumes a little more resources, brings visibility, but does not contribute to building an identity.

- – produce your own content resource-intensive, requires a strategy, but brings significant results.

 

It is this third point that deserves a little more attention. To be successful, there are indeed a few rules to observe:

 1 > Be interesting

To attract attention, to be seen as a valuable resource providing useful content, it is better to talk about what interests the person you are talking to than about yourself, i.e. to talk about the subjects in which the company is an expert from the point of view of the potential customer, i.e. preferring "How office furniture improves productivity" to "We sell desks at the best price/quality ratio". 

2 > Know your target

In order to address your target, you need to know it. Ideally, the marketing and sales departments should work together to describe these targets by addressing the following themes: their profiles, their professional background, their responsibilities, their objectives, their challenges, their stresses, their constraints, the projects they work on, their decision-making processes, their types of products and services, and their needs: Their profiles, their professional background, their responsibilities, their objectives, their challenges, their stresses, their constraints, the projects they are working on, their decision-making processes, their types of beliefs, their constraints, what is important to them... It is understood that we are describing a typical profile that does not exist in itself, a bit like the "average French person" in the INSEE statistics. However, by specifying these points, we can better visualise the target, employees will have a shared representation, and we will become more audible thanks to adapted content.  

This work can be done for each type of client.

3 > List the themes

It is then necessary to work on the editorial line, to find the points of convergence (content and form) between the company's offer and the expectations of the targeted Internet users. At this stage, it is interesting to organise a brainstorming session between employees, to produce a maximum number of content themes on post-it notes, with very broad exploratory work, and then to produce a synthesis by asking everyone for the 10 most important. This shortlist becomes the backbone of the editorial line. This is an exercise that must be repeated every six months, and which must mix news and cold topics. Based on the chosen themes, all that remains is to come up with article topics and organise the production.

 4 > Writing content

For the editors, there are two possible solutions.

Or the workload can be shared between several editors, but not everyone is comfortable with the written word. In this case, it is still necessary to designate an editorial manager to validate the articles and ensure a certain degree of consistency. 

Either an internal or external writer who can interview experts and then produce the content. This solution was chosen by Kestio. The next step is to vary the formats to provide diversity and interest the target audience even more widely, with long-form articles, testimonials, infographics, etc.

 

This is how a company, a start-up or an SME can initiate quality communication towards its potential targets and then trigger commercial conversations.

In the long term, digital tools will make it possible to check the effectiveness of what is produced, to ensure that what is produced is in line with the problems of Internet users. We will be able to measure the impact and the audience by looking at the interactions with shares and comments, for example, and then refine if necessary.

 

 

To develop your company's communication tools, think of the Webinar! Webinars allow you to put forward attractive content and thus enhance your company's activity. However, it requires some rules: in this webinar you will learn how to organise a webinar that will generate more participants and leads.

Pensée pour s’intégrer parfaitement dans votre quotidien d’entrepreneur et vous accompagner dans votre développement

Newsletter Kestio : Toute notre expertise commerciale et marketing à portée de clic !