For decades corporate marketing strategies have revolved around tried-and-true elements such as advertising, cold calling, events and networking. The internet era, supercharged with a global pandemic, is changing that marketing paradigm— and quickly. All organizations need to rethink their strategy and place more emphasis on digital techniques such as social media and content marketing. One type of sale that has been particularly affected by these changing behaviors is the complex and transformational sale.
It’s common knowledge that no one wants to be sold to. And yet, people have things they need to buy and look for key influencers to guide that decision. Didactic sales messaging is ignored, while personal connections can be nurtured at scale with better result. Being social, then, becomes **social selling** when it is first social and the selling is secondary.
As more of a sales team expand social influence, the brand realizes a great share of voice. In global partnership with DLAignite our combined competitors’ staff outnumber us by 37:1. Despite this difference, our group currently owns 63% of share of voice in our vertical.
Social selling requires building social influence first. That process begins with a mindset shift about what social is and how it scales. Then, and only then, skills can be added with a system for consistent execution and a measurable increase in lead generation.
For this journey, start with our SOCIAL INFLUENCE 12-week course.
In a world with a deluge of content, hitting an inflection point of creating, publishing and distributing enough content to be seen and heard is a monumental task. This is all the more monumental when marketing departments are left to do this on their own – in a silo away from the rest of the company. To underscore this truth, Forrester and Corporate Visions’ research shows that 74% of buyers choose the sales team that was FIRST to provide insight within their buying journey, so shaping the buyer’s journey early is critical.
HUMAN RESOURCES &
It’s not just for purchases that people seek peer validation, it’s for career choices too. Glassdoor has become the bane and the savior of the recruitment word. Candidates look to trusted advisors in their social networks to learn “the truth” about companies that are hiring.