Remember: in social selling, the idea is not to create a Train your teams company page on LinkedIn and let it live. Social selling is an active approach, where salespeople are the main actors, at the forefront. Put like that, this approach can be scary: as a manager or marketer of the company, your role is to reassure salespeople, and above all, to train them in the interest of social selling.
Organize internal training sessions to Train your teams
educate them on the benefits of such an approach: explain to them that by distributing embodied and personalized content from their own accounts, they save time on more time-consuming prospecting actions. By making themselves visible, prospects identify them as trusted experts. The relationship is facilitated. The sales cycle is accelerated. A real virtuous circle!
Finally, show the company’s future social
selling players that they won’t be alone on stage. The entire company is willing Cambodia WhatsApp Number List to support them, relay their posts and comment on them, to give them visibility.
Today, this “group effect” has a name: the “Avengers” strategy. Many B2B brands like Scalezia, Waalaxy or Lemlist use it to increase their power on LinkedIn. And if you need a little boost to get the machine going… Here are our 6 tips to get your salespeople using your content.
3- Optimize each profile like a sales page
Today, the LinkedIn profile is no longer a simple online CV. When it is properly optimized, it is a real 2.0 sales page! Your mission is therefore to optimize each of the profiles of the members of your team, whether they are used for commercial purposes or not. Here is how to ensure that each personal page professionally reflects the brand:
A photo in the company colors (using a border around the photo, or a colored background).
A similar banner on all profiles, with the company’s colors and value proposition. At a glance, the prospect should understand how the company can help him.
A clear and precise title , which mentions
The person’s function (example: sales manager, marketing project manager, CEO, etc.) and which recalls the name and value proposition of the company.
A redirect link to your website, contact form or main sales page, which will appear at the top of the personal page.
An “Info” section that presents the person, but also the company’s offers: what do you offer, for whom, how? Personalize this insert with your tone, to avoid an overly commercial style.
A “My selection” section that redirects to the next steps of the marketing funnel , to nurture Cambodia WhatsApp Number Database visitors to your profile: a sales page? A customer case to download? A link to a demo request? This is the perfect place to broadcast them!
Note: the title and the “Info” section must be optimized for readers, but also for SEO. Consider integrating the strategic keywords most frequently used by your audience. Today, LinkedIn and SEO are one and the same…
4- Identify and target your audience
A good social marketing strategy is all about good segmentation. On social networks like LinkedIn, X or Facebook, you don’t want to reach “everyone”. Your mission is to reach the most relevant future customers and decision-makers.
To get there, start by defining your marketing buyer personas (or rely on them, if you have already done Mailing Data this exercise). With a detailed knowledge of the prospects to target, your communications will be much more tailored.
You can also rely on tools to segment and directly contact your targets, such as Sales Navigator, Waalaxy or Lemlist.
5- Define your content strategy
To create quality content, you still need to define an appropriate strategy. This must be at the intersection of the favorite topics of your team members and the interests of your company. To make communication more natural (you wouldn’t want to look like a carpet salesman on LinkedIn, would you?), your strategy can include less commercial topics (and which are not directly related to your activity, your product or your services).
Here is an example of a B2B Content Strategy, intended for the social selling of a salesperson of an accounting solution on LinkedIn:
Pillar : posts about the life of the company (feedback from trade fairs, sharing of team building moments, behind the scenes of collaborations between salespeople and marketers, etc.). This content has a relational aim (the basis of any transactional strategy!).
Pillar: expert posts on accounting (educational infographics, explanatory carousels around a problem = a solution, concrete examples through customer cases, blog article relays, etc.). This content helps establish the credibility and expertise of the salesperson, and by extension of the company.
Pillar : posts about the company’s products and services (through customer case stories, solution demonstration videos, announcements of new features, etc.). This promotional and concrete content helps accelerate the transition to action.
