Social Influence is Outpacing Social Selling for B2B Success, discover how

Why Social Influence is Outpacing Social Selling for B2B Success

How building trust and credibility through social influence is driving B2B success

The Shift from Social Selling to Social Influence

Traditional sales methods are evolving. A significant shift is happening from social selling to a broader strategy of building social influence. While social selling focuses on engaging potential customers directly using tools like Sales Navigator, social influence is about leveraging broader credibility and trust. This article explores why social influence is more effective than social selling and how modern sales strategies can benefit from this approach.

Understanding Social Selling

Social selling is a strategy where sales professionals use social media to interact directly with potential clients. It involves personal branding, building relationships, and utilising tools like Sales Navigator to connect with prospects. The benefits of social selling are evident: it fosters direct engagement, allows for immediate feedback, and enhances personal branding. However, it does have its limitations. In an increasingly saturated market, direct selling tactics can seem intrusive and less credible, limiting their effectiveness.

What is Social Influence in B2B Sales?

Unlike social selling, social influence is about establishing authority and trust in a broader context. It involves shaping opinions by leveraging credibility and expertise. In B2B sales, building this trust is more critical than ever. Sales Navigator plays a vital role in identifying and engaging with the right influencers within your network, helping you gain social influence by connecting with key players.

The Power of Social Influence in B2B Sales

Social influence in B2B sales builds trust and credibility. When a brand is seen as influential, people are more likely to engage and make buying decisions based on that trust. Unlike direct selling, which can feel pushy, social influence appeals to people’s natural tendency to stick with who they know and trust.

IBM gives us a couple of great examples. In their #IBMInfluencer campaign they partnered with micro-influencers who specialise in cloud computing, AI, and blockchain to share educational content. This campaign reached over 14 million people and drove 120,000 engagements, showcasing IBM’s products to an audience that values expert insights

IBM Watson collaborated with Influential to create an AI-powered influencer platform, using tools like Watson’s Personality Insights API and Natural Language Understanding. The result? Over 200 campaigns with a 30% boost in engagement for sponsored posts compared to non-sponsored ones.

These campaigns show that IBM’s social influence strategy creates lasting brand loyalty and boosts engagement without relying on hard-sell tactics. By sharing valuable, credible content and building trust, B2B brands like IBM can drive strong connections and sustainable growth – and so can you!

Tools and Strategies for Cultivating Social Influence

Expanding on this topic, here are practical tools and strategies to build social influence, using platforms like Sales Navigator:

Leverage Sales Navigator to Identify Key Influencers
Use Sales Navigator’s advanced search filters to identify decision-makers and influencers in your target market. You can create lead lists of those who have significant industry clout and engage with them by sharing valuable content or offering insights that align with their interests.
Create Resonant and Valuable Content
Content is key in establishing authority. Regularly publish articles, insights, and resources that educate your audience and position you as a thought leader. You can also use LinkedIn Polls, infographics, or video snippets to make your content more engaging. Make sure your posts align with your audience’s needs and highlight your expertise.
Engage Authentically and Build Relationships
Beyond creating content, engage meaningfully with your network. Respond to comments, participate in discussions, and share others’ content when relevant. Use Sales Navigator to stay updated on key influencers’ posts and trigger opportunities for outreach.
Utilise Social Proof through Testimonials and User-Generated Content
Leverage testimonials and user-generated content to establish credibility. Sales Navigator allows you to track interactions and gather testimonials from your network to show prospective clients that others trust and value your expertise.

Integrating Social Influence into Your Sales Strategy

To transition from social selling to social influence, consider these steps:

Re-evaluate Current Tactics:
Shift focus from immediate conversions to building long-term relationships. Use Sales Navigator to track and nurture key influencers and prospects in your industry.
Empower Your Sales Team to Become Influencers:
Train your team to use Sales Navigator effectively and encourage them to build their online presence by sharing valuable content and engaging in conversations that matter to their audience.
Track Key Metrics:
Use engagement metrics and Sales Navigator insights to track how your influence efforts are performing. Adjust strategies based on what resonates most with your audience.

Overcoming Common Challenge

Transitioning to a social influence strategy may face resistance from teams used to traditional methods. Clear communication of benefits, combined with Sales Navigator training, will help ease the transition. Encourage your team to embrace these changes and offer continuous support through feedback and coaching.

Conclusion: Why Social Influence is the Future of Sales

Prioritising social influence over social selling is a sustainable and effective sales strategy in today’s market. By focusing on building trust, credibility, and long-term relationships through tools like Sales Navigator, businesses can foster deeper customer loyalty and drive higher sales performance.

Get Started with Pitch121

Looking to elevate your sales strategy through social influence? At Pitch121, we specialise in using tools like Sales Navigator to help businesses build credibility and drive results.

Get in touch today to learn how we can help you master the art of social influence and transform your sales approach.

Looking to elevate your sales strategy through social influence?

Get Started with Pitch121

At Pitch121, we specialise in using tools like Sales Navigator to help businesses build credibility and drive results. Get in touch today to learn how we can help you master the art of social influence and transform your sales approach.

Connect with us now