Social Networks invited me to visit Portugal. It’s true!
“A lady from Malaysia sends a message, via Linkedin, to an individual in Portugal and she, for her part, works for an Irish company, but it was from Kuala Lumpur who him makes the invitation to be a speaker at an event that will happen in Saudi Arabia”, this was the most recent example i heard about the world these days. The way of communicating and interacting has completely changed, and often it is not worthwhile to want to understand how (such is the speed of change), but rather to be prepared to keep up with this change. We have to accept that it has changed!
Social Selling is part of this change and is therefore a very hot topic as it has begun to gain more and more importance precisely because of the way people connect and communicate today.
After all what is Social Selling?
“It’s leveraging social networks to find the right customers, build trusted relationships, and ultimately achieve sales goals. This sales technique allows for better lead generation and more effective prospecting and eliminates the need for cold calling. Building and maintaining relationships is easier within the network where we are present with our customers. “By Linkedin
But to better understand the importance of a Social Selling strategy let’s go to a few numbers:
• There are currently around 2.5 billion social network users;
• Facebook has 2 billion active monthly users;
• Instagram is the fastest growing network, currently has 700 million monthly active users;
• Linkedin reached 500 million users;
• 92% of marketers include LinkedIn in their current marketing mix;
It is clear that we are all “social” (you are reading this text right now and think about how often you use your networks), there are billions of opportunities to communicate to potential customers, suppliers, partners, etc.
In a Business-to-Consumer (B2C) world, the use of social media has long been regarded as the most important communication vehicle for brands, which is how they can diversify into content, be creative, and bring the brand closer to consumers.
But when we focus on the Business-to-Business (B2B) world everything changes, there is a very large downturn in companies perceiving the paradigm shift, that it is possible to have a different strategy for the same objectives, a strategy with an ROI (Return Of Investemt) much more “appealing”.
In November 2017 I was a speaker on the same theme (Social Selling) at the Portugal Exporter event (Lisbon), which also had the presence of João Vasconcelos, former Secretary of State for Industry, where he said: “Portugal has never been so capable to compete globally and this is due to the digital age. It’s the digital that puts us on top of the world in many areas and has no barriers to go further and further”. I agree 100%.
In tourism, for example, all players use social networks to promote themselves, to sell, to attract tourists, and many of them do it exemplarily, with a great focus on Instagram, taking advantage of the visual involvement that this network allows and so “seduce” tourists. This is already a reality when we want to reach the end consumer, we use social networks for a greater approximation and ability to influence the decision.
However, all these players have a B2B dimension, where it is necessary to create partnerships, to have corporate clients and this is where social selling should be present.
Through Linkedin there is a tool called “Sales Navigator” perfectly developed to give companies the opportunity to find their right contacts, wherever they are.
One of the great advantages of this tool is precisely its advanced research, which allows you to segment in various ways so that the focus of this prospecting activity is as profitable and effective as possible.
Whether for B2C or B2B there is a common element that has a high importance in this type of strategy: CONTENT.
If we want to impact someone through social networks it is necessary to define the message, the image/video and the right moment, all this must be well delineated by the goals of the brands/companies.
Tourism in Portugal has improved visibly, has taken advantage of the opportunities and created strong messages with visual impact to win tourists and as a result we have hotels with maximum occupancy rate, full restaurants, events (NOS Alive , for example) completely depleted, that is, are indicators that brands / companies have managed to take advantage of the digital era to reach further and more people.
“He has no idea, but they have been thinking about him for a long time. When, at the beginning of each year, a foreigner sits in front of the computer to start seeing holiday destinations, hundreds of people have been thinking about him. In the best way to achieve it, to convince it, to win it”. This is how the Público Newspaper begins an article in 2017 on the investment of 10 million euros that Turismo de Portugal intended for digital marketing.
This same article also states: “When the Danes, Swedes and Finns begin to search for vacations in January, their Facebook is filled with videos and references to Portugal.” This is Social Selling with a focus on the ultimate consumer, is to invest in social networking as the means to achieve the end.
Want to know something?! This works!