Social Selling Education

Digital Transformation: The Climax of the Future of Social Marketing

By Francois Muscat

Social marketing is evolving at a fast rate. Marketing automation and social selling have taken traditional sales promotion techniques and turned them into analytical based sales promotion. Whether your firm is prepared for it or not, there are new developments happening in the marketing industry every day.

The future of social marketing is bright and lies in the creation of digital marketing departments. Many small and midsize businesses are doing this already.

So how does your business undergo digital transformation? There are five phases in digital transformation as indicated below:

Stage #1: Selective Social Activity

This stage is characterized by inconsistent activity on social media. Your sales people use social networks such as LinkedIn to book meetings, connect with new people, and conduct research. There are no best practices at this phase.

The problem with this phase is that it allows only sales professionals to meet their quota. It cannot help your business achieve your revenue targets.

You will know you are at this phase if your business has no formalized training program or a social media marketing strategy, and salespeople are struggling to meet their sales goals.

Stage #2: LinkedIn Training: Tricks, Tactics and Tips

In the second stage, there are some formalized scales. You can buy LinkedIn Sales Navigator or invest in LinkedIn Premium for your sales team. With LinkedIn Navigator, you can easily organize training sessions. You can also hire a consultant to train your sales team on how to drive sales via LinkedIn.

You are in the second stage if:

  • You have bought LinkedIn Navigator premium or license
  • Your sales team has undertaken some training
  • Your team is doing advanced searches and generating leads on regular basis

Stage #3: Social Selling

Social Selling can be done in three ways.

  1. Insights-selling – real sales promotion takes place in this process. Sales professionals help get content into clients’ hands and guide them via the buyers’ journey.
  2. Trigger-based marketing – it involves the use of leverage tools such as Inside View and LinkedIn to identify job alerts or market opportunities.
  3. Referral selling – acquiring new clients who are referred by existing customers.

You are at this phase if your salespeople are working as one unit and more closely with your customers. At this phase your company should also have a social selling strategy that includes production and promotion of quality content that helps you become a thought leader in your industry.

Stage #4: Digital Selling

With digital marketing, you will achieve marketing alignment. Some organizations are now setting up digital marketing departments. You will know you are at this phase when your business is able to generate sales over and over again through social media networks. This occurs when sales promotion understands the clients’ journey and anticipates the clients’ needs and finds ways of meeting them.

Stage #5: Digital transformation

Digital transformation is the future of social marketing. The digital sales department may have a sales development representative and a content marketer working as a team to create, analyse, and measure the effectiveness of your social marketing strategies with the aim of making them even better.

Are you interested in social selling techniques and strategies to enhance your reputation and help you prospect for new leads? Socialsellingeducation.com offers a range of instructor training, social selling workshops and consulting services that can be customised for your business. Contact us for more information today.

January 11, 2016

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