5 Core Principles and Practices of Social Selling

There’s no hiding it. The way we sell has evolved dramatically. Gone are the days when cold calls and traditional pitches dominated the sales landscape. Instead, sales teams are turning to social selling—a more strategic, relationship-driven approach that leverages social media platforms to connect with prospects, build trust, and ultimately drive sales.

Social selling isn’t just a trend; it’s a revenue stream. It allows sales professionals to meet their prospects where they are, offering tailored solutions and insights that resonate on a personal level. By integrating social selling into their strategy, sales teams can forge deeper connections, stay ahead of the competition, and nurture leads more effectively. Social selling is so effective, in fact, that 78% of sales reps who use it outsell their peers who prefer a more analogue approach.

But social selling is more than just an opportunity to make money. It can cement your position as a thought leader in your industry, and as a trusted advisor to your prospects. So, how can you improve your social selling strategies? Let’s dive in.

In this article we’ll cover:

• What is Social Selling?
• Building Trust and Authority
• Engagement Over Promotion

What is Social Selling?

Social selling is the art of using social media platforms to find, connect with, and build relationships with potential customers. Unlike traditional sales methods, which often rely on direct cold outreach, social selling is about leveraging the power of social networks to create genuine connections. 

It’s not just about selling a product or service; it’s about establishing yourself as a trusted advisor and resource for your prospects. Through strategic content sharing, active engagement, and consistent personal branding, social selling turns cold leads into warm prospects who are more likely to convert into loyal customers.

1. Building Trust and Authority

Trust and authority are the cornerstones of social selling. Today, your buyers are more informed and discerning than ever before. They don’t want to be sold to; they want to engage with people they trust. This shift in buyer behavior means that establishing yourself as a credible and knowledgeable resource is critical. When buyers view you as an expert in your field, they are more likely to listen to your advice and, ultimately, make a purchase.

Strategies to Build Trust and Authority:

• Share Content that Solves Problems: Regularly share content that addresses the pain points of your target audience. This could be in the form of blog posts, how-to guides, or case studies. By providing valuable insights, you position yourself as someone who understands and can solve their problems.
• Engage Consistently: Don’t just post content—actively engage with your audience. Answer questions, participate in discussions, and offer your expertise freely. The more consistently you engage, the more trust you’ll build.

2. Engagement Over Promotion

On social media, engagement trumps promotion every time. While it might be tempting to constantly push your products or services, this approach can often backfire. Overt promotion can turn prospects away, making them feel like they’re just another sale. Engagement, on the other hand, fosters relationships. It shows that you’re interested in your prospects as people, not just as potential revenue.

Best Practices for Effective Engagement:

• Start Conversations, Don’t Push Products: Focus on building relationships by starting meaningful conversations. Ask questions, seek opinions, and be genuinely interested in what your prospects have to say.
• Interact Regularly: Regularly interact with your prospects through comments, shares, and likes. This keeps you on their radar and helps build a connection over time.

Remember, people are more likely to buy from someone they have a relationship with. By prioritizing engagement over promotion, you’ll create stronger, more lasting connections.

3. Content Sharing and Social Listening

Making sure your social posts align with your audience is potentially the most vital ingredient to a successful social selling strategy. Content sharing is about providing your audience with valuable information that can help them solve problems or stay informed. Social listening, on the other hand, is the practice of monitoring social media channels for mentions, conversations, and trends related to your industry or brand. Together, these practices help you stay relevant and responsive to your audience’s needs.

Techniques for Effective Content Sharing and Social Listening:

• Use Social Listening Tools: Tools like Hootsuite, Brandwatch, or LinkedIn’s own social listening features can help you monitor conversations in your industry. By staying on top of these discussions, you can identify potential sales opportunities and engage with prospects at the right time.
• Share a Mix of Content: Balance your content sharing by including both your own content and third-party articles. This not only provides value but also positions you as a well-rounded resource.
• Tools and Resources: To make the most of content sharing and social listening, consider using tools like Buffer for scheduling posts, Feedly for content curation, and Mention for real-time social media monitoring.

4. Building a Personal Brand

Your personal brand is your unique identity on social. When you’re trying to engage new prospects, a strong personal brand can set you apart from the competition and make you more memorable. It’s how you present yourself, your expertise, and your values to the world. A well-crafted personal brand not only attracts customers but also helps convince them of your reputation and authority in the industry.

How to Build a Strong Personal Brand

• Optimize Your Social Media Profiles: Ensure that your profiles on LinkedIn and other platforms are complete, professional, and reflect your expertise. Use a high-quality photo, write a compelling bio, and highlight your key skills and accomplishments.
• Publish Content that Showcases Your Expertise: Regularly publish articles, videos, or posts that demonstrate your knowledge in your field. This content should align with your personal brand and provide value to your audience.
• Engage with Your Network: Your interactions online should reflect your brand values. Be consistent in your messaging, and engage with others in a way that reinforces your brand.

Case study: Guillaume Moubeche – Lemlist

One of the best examples of personal branding in social selling is Guillaume Moubeche, the founder of Lemlist. Through his personal brand, he has grown Lemlist from a startup to a major player in the SaaS space. Guillaume’s approach to personal branding—being authentic, sharing valuable content, and engaging with his audience—has seen him become a key figure in high profile media outlets and help build Lemlist’s brand in a competitive market.

5. Multi-touch, Multichannel Outreach

No one spends all their time on just one social channel. As busy professionals, your prospects will be using different communication channels at different points of the day. Multi-touch, multichannel outreach involves reaching out to prospects across different platforms and using various touchpoints to build a relationship. 

In social selling, this approach is crucial because it allows you to engage with prospects in a way that feels natural and non-intrusive. It also increases the chances that your message will be seen and remembered.

Implementation of Multichannel Outreach:

• Integrate Multiple Touchpoints: Use a combination of LinkedIn messages, emails, comments on posts, and even direct messages on platforms like Twitter to reach out to prospects. The key is to be consistent and personalized in your approach.
• Personalize Your Messages: Tailor your outreach to fit the platform and the prospect. For example, a LinkedIn message might be more formal, while a Twitter DM could be more casual. Personalization shows that you’ve done your homework and care about the individual you’re reaching out to.

Tips for Success:

To succeed with multichannel outreach, maintain consistency across your channels while tailoring your messages to each platform. This approach helps you build a cohesive brand presence while also making your outreach feel more personalized and relevant.

Let’s Wrap It Up!

Social selling doesn’t need to be a huge additional undertaking for your team. You should think about your social presence as additional opportunities for your audience to find what you’re selling. 

By focusing on building trust and authority, engaging rather than promoting, leveraging content sharing and social listening, building a strong personal brand, and adopting a multichannel outreach strategy, you can see your sales soar. But these principles aren’t just about closing more deals; they’re about building lasting relationships with your prospects and customers.

Incorporate these practices into your daily sales routine, and you’ll find that social selling not only helps you reach your sales targets but also helps you develop genuine relationships with your prospects. And with so many valuable resources and different perspectives on social, you might just learn something new about your industry, too.

Frequently Asked Questions (FAQs)

1. What’s the difference between social selling and traditional selling?
   Social selling focuses on building relationships and providing value through social media, while traditional selling often relies on analogue sales channels like cold calling and direct mailing.
2. How can I measure the success of my social selling efforts?
   Track engagement metrics like comments, shares, and connections on social media, as well as conversions and sales generated from social interactions.
3. How often should I engage with my prospects on social media?
   Consistency is key. Aim to engage daily, whether by commenting on posts, sharing content, or sending direct messages. Regular interaction keeps you top of mind.