Social selling. How to sell online in 2021

The percentage of people using social networks continues to skyrocket, and not only is the number of people participating in these platforms increasing, but so is the time people spend on their profiles.

In addition, the way these channels are used has changed. They are no longer just social profiles, but are also channels through which transactions, such as shopping, can take place. As a result, terms such as Social Selling are becoming more and more familiar. Brands have discovered a new way to connect with their customers and drive sales for their business.

But what exactly is social selling and what does it mean for small and medium-sized companies?

By social selling we mean the use of digital social media for the purpose of building emotional relationships with potential customers, and thus achieving the brand's business objectives. To implement a social selling strategy companies can do it in two ways:

1. Through the generation and publication of content related to products or services with a narrative oriented to provide interesting content to the user. This type of content is not focused exclusively on direct sales, but rather on creating valuable content, so that the customer, in the long term, ends up buying on a recurring basis.

2. Creating content as a catalogue in social profiles. In this case, the content is focused on the product and is aimed at facilitating direct sales. With no intention of generating a deeper relationship with the customer.

In either case, social platforms allow companies to associate the products or services they publish on their profiles to their e-commerce, where the potential customer can finalize the purchase or perform the desired action.

The most beneficial thing about this type of strategy is that small and medium-sized companies do not need complex or expensive technological tools, but simply by working with an appropriate marketing strategy, content generation, and maintenance of social profiles and e-commerce, they can notice direct improvements in their activity.

And now, what are the keys to take into account to define an effective social selling strategy?

1. Working on e-commerce usability.

The e-commerce website will be the last step that the potential customer has to take to perform an action. Therefore, it is vital to make every effort to make it as adequate as possible. It is essential that the e-commerce facilitates the interaction of users through comments and / or ratings on products or services. In addition, it is necessary to ensure that products can be easily shared on the most important social networks. A key point for this, is to leave in sight buttons to share on social networks next to the featured images of the products or services.

2. Make personalized communications.

Throughout the day, people are impacted by countless advertisements on social networks. On many occasions, they are no longer relevant and they don't even pay them a minimum of attention. Therefore, to get that attention from potential customers, it is essential that brands make them feel unique. One way to work these individualized relationships is with the development of affiliate programs powered from social networks, through which you can offer discounts or exclusive content that makes each customer feel unique and special.

3. Activate influencer marketing strategies.

The trust that influencers can bring to social networks is essential to successfully implement a social selling strategy. This strengthens the relationship between the potential customer and the brand, and favours conversion. The idea is to contact micro-influencers of a niche market that apply to the business activity to reach the potential customer directly and closely without excessive investment for your business.

4. Choose the most appropriate social platform.

The most important thing at this point is to take into account which are the social platforms where your company carries out marketing activities, and where your presence is more consolidated. Why? Because since you have been in the digital environment for longer and have a longer history as a company, this is where your customers are and where you can more easily make the designed strategy profitable.

Therefore, take advantage of social selling. Make the most of it with these keys and start maximizing the profitability of your business.