If you are the person who has been heavily involved in sales then you have come across the phrase Social Selling which has been identified as the future for sales representatives. Thanks to it that salespeople now know new ways to research, attract, approach and engage with potential prospects. Since its injection in 2012, Social Selling has changed the marketplace unimaginably. But, what if we tell you that Social Selling is just a small segment of another greater entity which goes by the name – Digital Selling. Did you know that?
Well, it must have had come as a surprise for many of you, because it’s a term relatively less known. Although Digital Selling is just in its initial stages, we believe that it will shape the future for sales. Being the complete set of which social selling is a subset, digital selling has immense potential to convert a sales team or an organization into a super selling machine.
Approaching the concept of Digital Selling:
Before we go any further, it is important to know how exactly did we close in on the concept of digital selling.
To understand this, think about the marketing process in today’s world. With day to day evolution of technology, marketing also has changed and what we now have is called Digital Marketing. But, why didn’t we use the term social marketing? This is so because in addition to the social media platforms we also use a wide range of elements which include Analytics, Sales Intelligence, customer relationship management, email, SEO, PPC, Websites and many more, to attract and engage with more and more of our target consumer base.
Thus, just like this, Digital Selling is also not just about selling on social media platforms but also sports tonnes of other elements like digital tools and processes in order to fulfill our target of selling and ultimately driving more revenues.
Social Selling vs Digital Selling:
Now that we have become familiar with both Digital and Social Selling, it’s time we get back to our actual goal, which is to know the difference in between these two processes.
What is Social Selling?
In the simplest terms, Social Selling can be defined as the process in which salespeople interact directly with their target audience or prospects using social media sites. In other words, it is about leveraging all your social connections to find yourself the best prospects, build strong and trusted relationships and then finally achieving your sales goals.
Social Selling thus eliminates the historical process of cold calling and helps you in the better lead generation and prospecting process.
What is the job of Social Sellers?
Buyers use their social media networks and go through the contents posted by a sales team to grasp information about a product and then make a decision of whether to buy it or not. The job of the Social Seller is to identify and meet these customers online and also to guide them through the complete purchase process.
Tactical Elements of Social Selling:
To be a pro in Social Selling one has to first fully understand and master its key tactical elements. Social Selling has 3 major elements or components-
Trigger Based Social Selling: Trigger Selling deals with exciting a customer’s impulses to convert them into buyers. It comprises of techniques that can convert people who would have never bought from you into someone who is likely to buy from you.
Insights Based Social Selling:
This deals with you being an influencer in order to generate more and more leads and also increase sales, thereby increasing the overall revenue.
Referral Based Social Selling:
In Referral selling, you tend to acquire new customers for your sales by using referrals from your existing consumers.
What is Digital Selling?
Digital Selling though includes Social Selling but it includes many more assets and elements, already talked about. It is the use of advanced digital assets to locate, identify, attract, engage and drive revenues from potential buyers. Thus, it can be defined as leveraging all the digital assets at an organizations disposal to drive buyer engagement.
Digital Selling Department in Organisations:
Digital Selling in an organization includes bringing together of comparatively larger elements to make selling possible. The process is not just about creating the content but also involves the creation of an organizational structure and an ecosystem that measures the consumption of those contents by the customers. For effective digital selling, you actually create a specific department alongside your existing sales department, whose primary motive is to create the humongous amount of content and also do extensive research thereby helping the sales reps.
The department usually includes a content marketer, a sales executive and also an SDR representative, who together act as a business unit. Their major focus is on creating contents on a mass scale rather than marketing. To be more effective organizations use tools like AeroLeads, Hubspot, Salesforce, and others to track the overall progress of any digital campaign that it hosts and use the data to create a more impactful content, the next time around.
Key Elements of Digital Selling:
To create a stunning marketing machine, Digital Selling consists of a varied range of elements listed below-
To make a rich content which includes everything to lure a potential customer it is highly necessary to know about the recent trends and factors affecting decision makers by performing a research both digitally and socially.
It is essential to manage and analyze interactions between every customer and their respective overall data in order to create a strong relationship.
Tools to Capture Visitors Information:
Integrating your CRM with advanced tools which use analytics, Machine Learning, AI, and other technologies help you identify and track potential leads and also provide important information to increase your chances of converting them into paying customers. You may use AeroLeads, HubSpot and other for this.
To increase your sales it is important to create contents which are relevant, interactive and also tend to engage with more and more prospects.
Use of AI:
You never would want your customers to get frustrated by making them wait long for a reply. To minimize this, you can use AI and automate the email process and also use chatbots.
Perfect Strategy and their Integration:
For best results, you need to ensure that all your marketing and sales strategies are perfectly interlinked and also are in continuous alignment.
In this competitive modern world, if you wish to succeed then it is absolutely necessary to understand that social selling alone will not be effective. You need to learn to use digital selling in an effective way and use all the digital tools to increase your sales opportunities. Thus, Social Selling is just using your social media reach to increase your business while on the other hand, Digital Selling deals with creating an overall ecosystem which leverages all the assets available both online and offline.