In B2B, brand recognition isn’t easy. So what if I told you there’s a team of people around you that can accelerate your brand awareness to their network? Getting started with social selling isn’t easy, so you need to build a killer social selling strategy that teaches your colleagues to transform online relationships into sales.

1. Creating a killer social
selling strategy
Jake Potter
Global Social Media Manager

2. “Social selling is about leveraging your social network to find the right
prospects, build trusted relationships, and ultimately, achieve your sales goals.”
LinkedIn
2
What is social selling?
Transforming online relationships into sales

3. 3
What are the reasons for social selling?
Cold calling is dead
Smart calling is here
“Luke-warm calling”

4. 1. On average, people have a 2.1x increased click through rate
2. Content shared by “people” is seen as 3x more authentic than when it comes from a company
3. It builds salespeople’s reputation as a subject matter expert
4. Sharing content helps build brand awareness
4
What are the reasons for social selling?
LinkedIn 2016

5. 5
In some industries, over 60% of revenue is influenced by social selling
LinkedIn 2017

6. 6
The four pillars of social selling
• How do you
choose
engaging
content to
share?
• How do I gain
my prospect’s
trust on social?
• When do you
send a
connection
request?
• How does your
profile look?
• Is your picture
professional?
Creating
professional
brand
Connecting
with
prospects
Engaging
with
prospects
Building
relationships

7. But this is about selling, how does it relate to marketing?
Because social selling should be led by the
marketing team

8.  Marketers are strategic, for example, your
marketing plan, so it’s important to put a strategy
behind social selling
 Sellers can have an in-brand, consistent
message
 You can create a synergised approach so social
selling can be tracked (UTM links etc)
 Using relationships with marketing, you can
accelerate the adoption rate
 Leveraging skills within digital marketing teams,
you can create social media libraries
 Utilising other teams, you can host trainings
Here’s why:

9. 9
Optimise
Observe
results
Execute
strategy
Design
framework
Define
KPIs
Set
objectives
How do you create a social selling plan?

10. 10
My high-level strategy
Training and
optimisation
Compelling
content to share
Measurement and
recognition
Social listening and
social tools
Extending their
reach

11. Align your sales cycle with social selling
Lead
received
•Check CRM
•Research
•Check suitability
•Find contacts
First call
•Prepare for the call with as much knowledge you can find
First
meeting
•Planning – are there any award wins, news, or Easter eggs that can help you prepare for the meeting
•Speak to as many people as possible to learn more
Nurture
•Keep in contact with as many people from the business as possible
•Position yourself as an expert
Close
•Stay in touch with contacts
•Leverage opportunities
Show this to your team

12.  Make it easy – salespeople are juggling between
multiple systems, deals that they’re working on,
and targets they need to hit.
 Leverage team relationships – work with other
teams to create the best framework
 Share your KPI – let everyone know what you
aim to get out of social selling, to create one goal
 Track your results from the beginning – it’ll be
easier to optimise, and removes any added
complications later on
 Create a library – allow salespeople to copy and
paste posts into their social channels
 Train everyone – increase adoption by training
as many people as possible
Top tips for Social Selling strategy:

13. Closing point:
Social selling won’t work overnight

14. Thank you