Social Selling Blog



Using social media for showcasing your real estate properties can be very rewarding. You have an opportunity to reach out to millions of people, given that you know your way around social selling.Perhaps you’re already using Facebook and Twitter to grow your audience and capture qualified leads. But have you ever thought about using Instagram? The platform can help you extend your reach and convert a lot of great leads.


Read on to find out why you should invest time in Instagram marketing, and how to make an active profile with engaging content.


What Makes Instagram an Important Channel for Realtors?

Instagram is a potent channel for realtors because it has higher engagement rates than any other platform. For instance, Instagram has ten times more engagement than Facebook.


Another enticing reason to harness the power of Instagram is the audience. According to eMarketer’s report, 59% of US millennials use Instagram daily.


Also, did you know that millennials are powering the housing market right now? That’s a very compelling reason to get on the platform and try and capture all those potential leads.


The audience and engagement may be more than enough to direct your social selling efforts toward Instagram, but you know what else is? All the features that keep rolling out.


For starters, every Instagram profile is like a photo album. As a realtor, you have an opportunity to showcase stunning photos of all your listed properties. This way, you’ll instantly grab your followers’ attention.


There’s also Instagram TV, that is, IGTV. You can use it to post compelling videos, and take your followers on virtual tours through your properties.


Let's also not forget about Instagram Stories, which you can also use to garner a more significant following and increase engagement.


Now you know that this fantastic platform is genuinely excellent for realtors. Take a look at how you can set up your profile and establish yourself as an expert in your field.


Setting up Your Profile



Creating your profile is a piece of cake, but there are several more steps to take to grow your business and make your efforts pay off.


1. Set up an Instagram Business Profile


If you already have an Instagram profile, make sure you convert it to a business account. The switch will give you access to Instagram Insights. These analytics provide you with access to useful information about your followers and profile performance.


You’ll be able to collect invaluable data for improving your efforts and use social listening to power your social selling.


You’ll also be able to add a contact button on your profile, add links to your Instagram Stories, and use promotions and Instagram Ads.


To switch to a business account, go to Settings > Account > Switch to Professional account. Make sure your profile is set to Public, and then choose the Facebook page to connect to your profile.


2. Connect with Real-Estate Influencers in Your Niche


Teaming up with real-estate influencers can help you tap into a vast audience. There are influencers with thousands and millions of followers. Imagine how many sales opportunities you could seize.


The key is to partner with influencers who have the power to engage their followers truly. Engagement is much more important than reach.


So, check the number of likes and comments before reaching out to an influencer with a considerable following. More importantly, make sure their audience consists of your ideal customers.


3. Watch, Learn, Integrate


Once you start collaborating with influencers, please pay close attention to how they engage their followers.


What hashtags do they use? What kind of captions do they write? Do they use CTAs? How are they interacting with their followers, and how do the followers respond?


Learn from your real-estate influencers, integrate what you’ve learned, and come up with ideas to be even better than they are.


4. Harness the Power of #Hashtags


Hashtags are mostly keywords that your target audience is using to search for real estate properties. Using relevant hashtags will help you grow your following, and attract more qualified leads.


You can use tools such as Seekmetrics or Ingramer to generate relevant hashtags related to your keywords and images. The key is to use hashtags with fewer mentions so that you can increase your visibility and capture the right leads.


5. Use Automation for Publishing and Advertising


The potential reach of advertising on Instagram is 802.3 million, which is a great reason to use Instagram Ads. Running ads will help you get additional exposure, but it can be very time-consuming.


Automation can take a massive burden off your shoulders. You should also automate your posts, partly because it will save you time, partially because it shows consistency.


Consistency builds trust and lets your followers know exactly when to expect new content. However, remember: consistency doesn’t mean publishing a dozen posts every day. That’s spamming, and people don’t like it. Stick to 1-2 great posts a day, and make sure the content is always fresh.


Establishing Your Content Strategy



If you want your real-estate social selling on Instagram to be effective, you need to establish a good content strategy. 


1. Post Plenty of High-Quality Photos


Posting beautiful photos is a must for real estate. Always use high-quality, professional images of your listed properties. It will help you stand out and improve your chances of selling. It would be best if you also considered branding your pictures with filters, colors, and fonts.


Also, don’t shy away from posting photos of your team and happy clients. That will humanize your brand and help your followers instantly resonate with it.


2. Draw in Followers with Engaging Videos


Sharing videos of your properties, including walk-throughs before an open house, will pull in a lot of potential customers. Videos of neighborhoods are also great for attracting clients, and for showcasing your expertise as a real estate agent.


Make sure you include a voiceover in every video to introduce your followers to all the details about your properties.


3. Post Updates with Instagram Stories


You can capture plenty of leads with Instagram Stories and increase referrals. Use them like with regular posts, for sharing property photos and videos. You can also post behind-the-scenes photos and videos. You can also post various moments from your business events, and further personalize your brand.


Stories also allow you to run a poll, launch a promotion, and share testimonials and moments of clients getting the keys to their new homes.


4. Start Using IG Live


IG Live is perfect for conducting virtual open houses. You can also post other real-time updates about your brand and listed properties.


It gives you a chance to invite the nearby followers to stop by and check out a particular property or stop by to get to know you better. It's a great way to engage your followers excitingly.


Building a Following



Building a following might be the toughest part of social selling on Instagram, but it doesn’t have to be difficult at all. Here are some tips to help you get off on the right foot.


1. Who to Follow?


The goal of your social selling on Instagram is to get leads, but with whom should you connect?


You should follow all your clients – current, past, and potential ones. You should also follow various realtors and influencers in your niche, apart from those with whom you collaborate. Most of them should be local, just like different business owners with whom you should also connect.


Instagram is great because you can follow anyone, and it wouldn’t be weird. So, find as many residents as you can and click on that Follow button. You’re sure to grab the attention of some homebuyers that way.


2. How to Interact?


Be authentic, professional, friendly, and honest. Please communicate with your followers daily and always respond to their comments and direct messages. Ask questions, ask for their opinions, and always answer in a friendly manner to both positive and negative feedback.


Be social and engage with people. Engagement is how you build trust and credibility and forge meaningful relationships that lead to loyalty and brand advocacy.


3. When to Push for a Sale and How?


Pushing for a sale on Instagram isn’t such a good idea. Your goal is to sell homes, but overselling your followers might push them away.


Use your Instagram to give your audience value, and establish yourself as an expert in your field. However, when someone shows interest in a particular property via a comment or direct message, that’s your cue for trying to convert them.


Answer all their questions and share property details. Offer your expertise in helping them find their dream home. Also, suggest a meet to show them all the property highlights. Once you meet face to face, you can further implement strategies for closing a deal.


Examples of Successful Profiles on Instagram

These real estate agents have built a considerable following on Instagram, so be sure to check them out and take a few pages from their books.


Luis Iglesias


Luis Iglesias posts stunning photos of luxury listings for his Iglesias Realty Group in Miami. He also regularly shares information about new properties in Miami that are yet to be constructed.


Ian Grossman


Apart from gorgeous listing photos, you can see that Ian Grossman also shares exciting things he finds around town. He also frequently tags local businesses in his posts.


Usaj Realty


This profile is full of incredible listing photos of the highest quality. It also showcases fun local events and the images of the realty team behind the camera.


Fredrik Eklund


Fredrik Eklund shares moments from both his personal and professional life. His profile is authentic, open, and very interesting. The luxury listing photos he shares are awe-inspiring.


Bespoke Real Estate


Zach and Cody Vichinsky of Bespoke real estate are masters in showcasing the elegance of their luxury listings. However, they go beyond the real estate and capture the lifestyle as well.


Head to these profiles. Explore how these realtors interact with their followers. And start applying the tips from above. Armed with all that knowledge, you'll quickly get the hang of social selling on Instagram and begin closing a significant number of deals.



If you’re interested in expanding your business, social networks, and especially Facebook, are the place to start. On average, there are about 1.59 billion daily active users on Facebook. It can be the platform of choice for photos from your last vacation or your family reunion. However, it can go much beyond that. In fact, it's becoming an excellent place for businesses to sell their products or services. Real estate included. 

However, getting in on social selling can be easier said than done. There are many factors to consider, and real estate agents need to be very careful every step of the way. 

So, to make things easier for all the real estate agents out there, let’s see how you can use real estate social selling on Facebook. 

The Creepiness Factor 

Facebook is the ideal place for lead generation and conversion. Their ads can be as targeted as you need them to be. You can use social listening techniques to find qualified leads. 

You can engage with your prospective clients through comments, groups, even via private messages. It all looks good on paper. 

In reality, if you don’t do it right, you might come off a little creepy. The chances are that you have plenty of information about your prospective clients. Engaging that way doesn't mean you should immediately send them a message. Don't just tell people you know a lot about them and can help them find the perfect real estate. 

To avoid coming off as creepy, start small. Find a shared connection, like a few of their posts, respond to their comments. You cannot go all in at once. Nurture the relationship and give it time to grow before you offer them your services. 

Brand Facebook Page 


To be successful in real estate social selling, you need to start with making a brand Facebook page. 

Just like a personal profile, your brand page will keep your followers informed about you and your business. You'll want them to see only accurate and current information, so be sure to update it as needed. 

While you can copy your website's "About Us" section, it's much better to write something unique for your Facebook audience. 

Think of your brand Facebook page as a type of resume. You'll want to keep it short and exciting. Explain what it is that you do, state why you offer more than your competition and include some fun facts. 

Keep your Facebook page professional, but friendly and approachable at the same time. Even if you’re a luxury real estate agent, being a bit more casual will work better on this platform. 

Brand Facebook Group 

Now that you’ve set your brand page up, it’s time to create a brand Facebook group. While Facebook groups have been around for some time, you can now create a brand-based group and connect it to your page. 

Facebook groups are very similar to forums. The members can ask questions, have discussions, and you can keep them informed. The best part is that they drive higher levels of engagement so that you can spread awareness about you and your brand. 

There is a downside, however. Groups take a lot of time and attention. With Facebook pages, you can log in once a day (or even less frequently), and this will be fine. When it comes to groups, you need to be more active. If possible, it’s always best to hire someone to manage your group for you. 

Relevant Facebook Groups 

Whether your own brand Facebook group is going well or not, you’ll also want to join other related groups on the platform. 

Doing this will allow you to spread the word about your real estate business. If you do it right, you’ll establish yourself as a reliable industry leader. 

For examples, many local neighborhoods have their groups on Facebook (and also on Nextdoor - but that's another story). You can join them and start building your reputation in the area by engaging with your potential customers in the comments. 

You can also join groups created for property listings and do the same. 

Promoting your real estate business this way is excellent, as long as you aren’t overly self-promotional. You can post a few links here and there that lead to your website, but don’t overdo it. Engage with your potential clients by offering them free advice. 

Just provide valuable information or help people solve their problems. 

Content Style 


When it comes to social media, we've all heard the phrase "content is king." There’s truth to this. Posting regular content is crucial if you want your followers to notice you and engage with you. 

If you have a Facebook page that hasn’t been active in months, you’ll only seem unprofessional and disinterested. Why do you even have the page if you’re not using it? 

Now, while you want to be active, you’ll also have to pay attention to the kind of content your posting. Currently, there are a few types of content that drive the most traffic, let’s see. 

Blog Posts 

77% of Internet users read blog posts regularly. They can help you increase your engagement levels and allow you to spread your real estate business. 

Most real estate agents are already posting blogs about the property they’re selling. They describe what it looks like, which features it has, etc. 

To be successful in social selling, you should do much more. Offer your readers value. They have hundreds of real estate agents at their fingertips, and if you want to stand out, you have to give them value. 

Give them advice. Tell people what they should look for when buying or selling a property. Explain how they can get the best deal on the house. Information like this allows you to become a trustworthy industry expert. 

Your followers will become more loyal, and they’ll think of you when they need a skilled real estate agent. 

Facebook Live 

Facebook Live videos get ten times more comments than traditional videos. Engagement rates go through the roof when you live stream, and this can work wonders for your real estate business. 

You can use Facebook Live during an open house event to promote a property you’re trying to sell. Other than that, you can use it to promote your business culture. 

Allow your followers to get to know you and your team better. Go live during your lunch break, or start streaming during a fun team-building activity. 

When your followers get to know you, it will be easier for you to build a stronger relationship with them and generate more qualified leads. 


Just as with Facebook Live, Facebook Stories can increase your engagement rates. They can be in the form of a video, or you can use pictures. 

Stories a good way to promote a property. You can give your audience sneak previews of a new piece of real estate and generate more interest. 

Share amusing incidents, embarrassing moments, or funny stories to connect with your followers and grab their attention. 

Video Content 

Over 100 million hours of video are watched on Facebook per day! Even though live videos have more commenters than regular videos, this doesn't mean you should avoid creating traditional video content. 

To make your videos more engaging, you can take your audience on a virtual tour of a piece of property. Introduce your team members, and start building an active community. Funny videos tend to be more engaging, so don't be afraid to share some humorous stories. 

Not all your videos have to be directly related to your real estate business. If you find that your audience reacts well to office pet, or your teammate’s shenanigans, share those types of videos as well. 

Facebook Ads 

Nothing can improve the success rate of your social selling quite as well as Facebook ads. As we mentioned, Facebook can help you target exactly the type of audience you need. 

You can start with the location, and target your audience based on their state, city, or even zip code. Target based on your followers’ interests, age, even their relationship status if that’s important. 

You can customize your ads and present different ads to different demographics. Targeting works especially well if you’re selling in both lower and higher-income neighborhoods. 

Facebook Bots 


Facebook is an excellent place for your potential clients to contact you and ask questions. If you want your business to be successful, you’ll need to provide quick and accurate answers. 

Over 85% of Facebook users expect a response from a company within 6 hours. It doesn't matter if they've sent a message in the middle of the night. To meet this expectation, you need to get a Facebook bot. 

Chatbots can be highly effective, as they can answer most questions quickly and accurately. They’re easy to set up, and they allow you to be available 24/7. 

Facebook Marketplace 

Facebook Marketplace has recently added the “Housing” section. This section is a perfect place for promoting your property. 

Since it's location-specific, you'll only be attracting qualified leads who are genuinely interested in doing business with you. 

If you want to get the most out of social selling on Facebook, getting listed on the Marketplace is a must. 


Facebook is a fantastic place for real estate agents. It offers you plenty of options to connect with your followers and generate more qualified leads. 

It does take a lot of time and dedication if you want to do it right, but it pays off. You’ll quickly see your real estate business taking off. 


There has always been a gap between sales and marketing, but more and more companies realize that closing this gap is mandatory for business success.


Marketing and sales are truly one word and aligning them strategically can completely transform a business, as both teams can seamlessly work together toward a common goal. They can focus on what matters, and together generate qualified leads and conversions that will help their company grow.


To get the most out of your sales and marketing, you need to become familiar with the sales and marketing funnel, because that’s the path that your customers travel through when they become aware of your brand.


Once you get the hang of it, you can dive into the synchronization of digital marketing and social selling as the most important activities for leveraging the sales and marketing funnel.

Understanding the Sales & Marketing Funnel<

The sales and marketing funnel represents stages through which your prospects and leads go through to become your customers. It is made up of the following six stages:


  • Awareness – Potential customers become aware of your brand after you promote it and show that your products or services could provide value.
  • Interest – This is where your prospects are leads that are interested in your products or services and want to learn more about you, which is why you need to start building meaningful relationships with them.
  • Consideration – This is where you deliver targeted, useful, and relevant content to your qualified leads to nurture them, and effectively guide them to the next state in your funnel.
  • Intent – Once you know your prospects are interested in what you offer, you start directing them toward making a purchase by showcasing the real value of your offerings.
  • Evaluation – Your leads are determining whether or not your products or services will satisfy their needs, which is why this is the stage where you need to truly compel them to make a purchase by convincing them that your products or services are exactly what they need.
  • Purchase – This is the stage where your leads convert into customers. If you provide them with an excellent experience, they’ll fuel your sales and marketing funnel with referrals, so the process can effectively start once again.

Digital Marketing and Its Main Goals

Digital marketing is the process of promoting products or services using various digital media, both online and offline.


Therefore, digital marketing includes Internet marketing (SEM, SEO, PPC, and website, email marketing, online banner ads, social media, and mobile markets), and offline digital channels (radio, TV, digital billboards, and SMS).


Digital marketers have the goal of reaching their target audience via various digital channels and promoting their products and services to convert their leads into customers effectively.


They showcase the real value of everything they offer through the content they create and deliver, showing at the same time all the benefits that people will experience if they engage in their brand.


With proper strategies in place, and the right digital channels (those that their target customers are using), digital marketers guide their leads through the sales and marketing funnel, ultimately converting them, and increasing sales and ROI.


Those two increases are their ultimate goals, as they help them grow and attract an even larger number of customers.

Social Selling and Its Main Goals

Social selling is the process of using social media to interact with your prospects, leads, and customers directly. You communicate with them regularly to build trust and form strong relationships that will result in more conversions, customer loyalty, and growth.


If you haven’t yet, you should set up a social selling strategy right now, because it can help you reach a wider audience on a global scale. It will help you generate many more qualified leads and conversions, and forge strong connections with your prospects and customers, ultimately increasing your sales and ROI.


Social sellers ultimately want the same as digital marketers, but they’re focused only on social media. They are, after all, one of the types of digital marketers.


They want to connect with as many qualified leads as possible on social media and build meaningful relationships with them. They actively communicate with social followers daily, building trust with them, and guiding them toward the end of the sales and marketing funnel.


Social sellers do so by reaching their followers on an emotional level, responding to their comments and messages, always communicating honestly, and showing that they genuinely care about their followers.


Showing that they care about meeting consumer needs more than about making sales is what makes people trust them, and significantly increases engagement.

The Differences Between the Digital Marketing and Social Selling Approach

Digital marketing and social selling are quite similar, as both are focused on promoting a business and attracting qualified leads.


The main difference between them is that social selling is aimed at social media promotion only, while digital marketing extends to all the other activities for promoting a business both on online and offline channels, including social selling.


Therefore, social selling is a part of digital marketing.

Where Social Selling and Digital Marketing Converge

Social sellers and digital marketers meet at the process of content creation and the way they promote their content. Content is what compels people to engage in a brand and make a purchase. It’s the key to achieving the goals of all digital marketing and social selling activities.


Raising brand awareness, as well as generating and converting leads, is all about building trust. Sharing high-quality, unique, useful, compelling content that is relevant to your target audience’s pain points is precisely what helps you build that trust.


It helps you humanize your brand, and give it a personality that your target audience will want to get to know better. It’s what helps you stand out in the vast sea of competition, and inspire brand loyalty and advocacy.

To achieve all this, you need to synchronize your social selling and digital marketing teams. When they join forces, they can identify and address customer pain points, generate qualified leads, convert them, and nurture and retain customers.


The most crucial assets to leverage to achieve the goals of both teams include:

  • Blog – Your blog should be your target audience’s go-to source for relevant and useful content that will address their pain points, and provide them with ideal solutions to their problems.
  • Images – Images tap into people’s emotions and convey strategies and concepts much quicker than long articles. You should enrich your blog posts with high-quality, eye-catching, relevant images that will perfectly match every piece of content.
  • Videos – Videos have the power to influence people’s purchase decisions, especially when it comes to testimonials. Apart from customer testimonials, you should also create promotional videos, explainer videos, brand videos, product review videos, event videos, webinars, and any other type that works for your brand.
  • Infographics – Using infographics in your content strategy will help you increase engagement, and establish yourself as an expert in your field. They’re eye-catchy, easily digestible, shareable, and linkable, so they’re great for driving more traffic to your website and increasing sales.
  • eBooks & Case Studies – Offering eBooks and sharing case studies will also help you paint the picture of a credible professional who knows exactly what they’re talking about. These assets make people trust you more, and even help you become a thought leader. What’s more, case studies provide proof of the quality of your offerings, as they show facts and visuals on how your services or products have improved someone’s life.
  • Social Media Posts – Social media posts increase brand awareness, drive more traffic to your site, increase your online visibility and SEO ranking, improve your lead generation and conversion rates, build brand authority and thought leadership, personalize and humanize your brand, and inspire brand loyalty and advocacy.


How Digital Marketing and Social Selling Teams Utilize Content

Every successful digital marketing and social selling team should consider the three primary stages of the buyer’s journey to create quality content. Here’s what each stage requires and how both teams utilize content.


1. Awareness Stage

At this stage, your potential customers are becoming aware of a particular problem or need. They start searching for solutions to their pain points, which is where you come in.


Your digital marketing team can attract those potential customers with interesting and useful blog posts, educational content, infographics, eBooks, research studies, and anything else that will provide them with relevant answers.


Your social selling team can further guide them through the sales and marketing funnel with social media posts, social discussions, and CTAs.


2. Consideration Stage

At this stage, your potential customers know exactly what they need, but they want to weigh all their available options before committing to a particular brand. They start comparing brands and prices so that they can make the right choice.


This is where your case studies, comparison blog posts, explainer videos, and expert guides come into play, which is what your digital marketers are responsible for. It’s your social selling team’s job to regularly share them on social media, along with webinars, interesting facts, and useful FAQ pages.


3. Decision Stage

Here, your prospects make their final purchase decision, so providing them with brand-specific content that highlights your value proposition is critical. You can leverage product demos, product comparisons, product review videos, testimonials, case studies, etc.


Your digital marketers should create those assets with the target audience’s needs in mind, while your social sellers should share them on social media, along with compelling CTAs to effectively convert your leads.


Sales Enablement Tools & Software


Sales enablement tools help nurture leads, increase their engagement, and boost sales and revenue. They’re also perfect for aligning your marketing and sales teams.

The best sales enablement tools you should utilize are:



As you can see, synchronizing the digital marketers and social sellers on your team leads to better results. It raises brand awareness, increases traffic, attracts the right kind of audience, increases interest and engagement, converts qualified leads into customers, and boosts sales and ROI.


Once your digital marketing and social selling teams join forces, you’re on the right path to growing your business.



Instagram, Twitter and Facebook. You probably spend a lot of time on these platforms uploading vacation photos, catching up with old friends or looking into the lives of your favorite celebrities.


Given that most people are connected to social media sites in some way, businesses have learned how to use this web traffic to their advantage. Social selling has allowed businesses to stray away from cold calling and spamming potential customers. Instead, sellers are able to form connections with contacts that could lead to making their lives easier. About 78% of salespeople engaging in social selling are outselling their peers. Here’s where we come in.


Based out of San Jose, Calif., the team at SocialSellinator is dedicated to managing social media accounts in order to maximize social selling potential. We’ve been able to do some pretty great work. In fact, our success has caught the attention the of D.C.-based ratings and review platform, Clutch. We have been awarded a spot in its 2019 report among the top social media marketing companies.


Since 2013, Clutch has used its unique methodology to rank and rate top companies across a wide variety of industries. After conducting in-depth client interviews and analyzing industry data, the Clutch team is able to award every firm with a rating. We are excited to announce we have been given a 5.0!


One of our happy customers is Rainemakers, a communications consultancy firm. We were proud to be able to provide them with social media sales enablement services. As a result of our work, they saw a major increase in sales!

We love to see our clients increase their client network and selling capacity!


“It’s very rare that you have a company, in this social space, that truly understands social engagement, business components, and can deliver results. You very rarely get all three and these guys have all three,” said the CEO of Rainemaker.


Another project we loved working on was maintaining the social media presence for Virtual Support Systems, a marketing and advertising firm.


We were able to help this firm evaluate, strategize and execute a social media plan for one of its largest clients.


“Communication and commitment by SocialSellinator is exactly what I demand as a general manager and service provider. I foresee a long term relationship precisely because of this achievement” said the COO of Virtual Support Systems.


We are very thankful to have clients who are willing to take their valuable time to participate in our review process. Client feedback is very valuable to our company as we try to improve and expand our client network.


In addition to our feature on the main Clutch platform, we have earned a spot on The Manifest and Visual Objects, sister sites of Clutch. Each site is capable of offering buyers a unique market research experience.


The Manifest, a business news outlet, has named us a leader among San Jose social media marketing agencies. Likewise, Visual Objects is designed to feature the creative work of firmsby listing a portfolio of past work along with a rating. Here, buyers can find us among top social media firms.


If you’re aiming to increase your selling power, consider starting a social selling campaign. Contact us today, and let’s discuss what SocialSellinator can offer your company. 



Social media is an integral part of our lives, so it’s only natural that brands are using it to their advantage. Using social media to promote your business is one of the most effective ways to extend your reach, and to form meaningful relationships with prospects and customers.


However, it would be best if you didn't bombard your social followers with messages, tweets, and content that's not relevant. Instead, wait for the right moment to jump in and provide a solution to a problem. That's exactly what social selling is: engagement via social media, that eventually leads to a business relationship. If you're doing social media to sell, you're probably doing it wrong. 

5 Reasons Why Brands Are Adopting Social Selling


Below are key reasons to address your prospects’ needs at the right time, and create strong connections with them. All of these are great reasons to adopt a social media presence for your business.


1. Opportunities to Create Value and Promote Honesty


Social selling enables you to personalize and humanize your brand. You can show that you provide your audience with real value. The key is always to be honest and transparent because that's what will give you positive results.


If you engage with your followers on pretenses or if you're pushing your sales pitch, your audience will see right through it, and move on to someone else. For instance, if you're working with an influencer or brand ambassador, make sure they disclose their affiliation with your brand. Otherwise, readers may brand you as a spammer who's only looking to sell.


2. Building and Maintaining Long-Term Relationships


Proper social selling means engaging in friendly conversations with prospects and forming meaningful, long-term relationships. That way, you raise brand awareness and generate a lot more qualified leads.


Your advantage is that you can quickly increase your conversion rates because the leads you identify on social media don’t need as much persuasion as leads from other channels.


Don't apply pressure, as one would in cold calling – the point here is to network, support each other, and provide useful information and content. That way, your leads gain confidence in your abilities and feel much more comfortable engaging with you and your brand. Engagement and lead generation and conversion come entirely naturally.


3. Establishing Brands as Niche Experts


Consumers today want to engage with experts, but only if they're credible and trustworthy. You can establish credibility with high-quality content that's relevant to your target audience, and helps them solve their pain points. This approach is similar to always providing excellent customer service and getting positive reviews.


Once you establish yourself as an expert in your niche, you can effectively engage your target customers with social selling techniques. Just don’t rely only on recommending your products or services. Offer expert advice and industry insights, and show that you’re a thought leader they can trust.


4. Customers Are Already Using Social Media to Shop


According to GlobalWebIndex, 54% of consumers use social media to research products. What's more, they expect brands to engage with them and offer solutions to their pain points.


They have already done most of their research before turning to social media to find the desired products or services. They've read the reviews, talked to friends and other people on their social networks with relevant insights. They know exactly what they want, and have narrowed down the list of companies they'd like to talk to. You want to be one of these 3-5 companies or providers they want to hear from in more detail.


Since they’re already on board, all you need to do to start engaging them is to monitor social media for your top keywords and jump into conversations relevant to your products or services. Social listening is the first step to social selling because it can help you understand what issues people are struggling with, what pain points you need to address, how people perceive your brand, and what needs they expect you to fulfill.


5. B2B Brands Have Already Paved the Way


According to the Forrester Consulting study on social selling, 49% of B2B brands have already started using social selling techniques to engage prospects. If you don’t follow in their footsteps, you are missing out massively on opportunities to grow your business.

Creating a Voice for Your Brand and Your Social Sellers

Establishing a unique brand voice is crucial for standing out in the crowd. Your brand voice represents how you convey your brand values and personality to your target audience. This voice covers your customer interactions, but also your ads, social media posts, and website content.


However, how can you create a brand voice that’s different from all the others, and perfectly represents your brand personality? Here are some ideas on how to achieve this goal:


  • Reinforce Your Core Values

Do you want your customers to perceive your brand as friendly? Perhaps you want to be both helpful and funny? Or is your goal for them to see you as a trustworthy brand?

Think about your core values and then reinforce those beliefs when determining your brand voice. For instance, consumers are looking for honesty when engaging with brands. They’re also attracted to brands with friendly personalities, but trust and honesty drive them towards a purchase more than anything else.

To that end, consider your brand beliefs, and take your target customers’ expectations into account, to create the right tone and messaging for your brand.


  • Maintain a Clear Voice from the Start

Maintaining a clear brand voice right from the start is very important. If you demonstrate multiple personalities or approaches, you may confuse your followers. You may even annoy or upset them to that extent that they unfollow you. Consistency is key – whether you’re a person or a business.

To avoid confusing your audience, define your voice, your values, and what you want to be known for. In addition, avoid bait-and-switch techniques at all costs. Be transparent, relevant, helpful, and make sure all your interactions have a single, unified goal.

Consistency Across All Networks Provides Sellers with Leverage

Being consistent not only across your social networks but also across all the other channels you use (website, email, ads, etc.), will help your social sellers get the most out of your presence. If your messages are not coherent, you may drive away your customers.


Here are the key elements to focus on when maintaining consistency across all your channels.


  • Visual Consistency

Visual consistency on social media is essential because the first thing that people see when encountering your social posts are visuals. Apart from making sure they’re eye-catching and relevant, you need to retain them across all the channels you’re using.


For instance, if you use a particular image when sharing an individual post on Facebook, use the same image for the same post with related visuals and colors on Twitter and Instagram. That way, people will instantly recognize your brand.


However, don't stop there. Add something unique to every visual you post. For instance, you can add motivational quotes on your images in the form of a watermark, or write those quotations underneath every visual you share. That way, people will immediately realize that the post is yours.


  • Emotional Consistency

Emotional consistency is just as important as visual consistency because you want your prospects and customers to feel the same about your brand on every platform. Ultimately, your goal is to evoke the same emotions on Twitter as you do on Facebook, for example.


Colors play a huge role when it comes to tapping into people’s emotions. Did you know that colors increase brand recognition by 80%? If you stick to the same brand colors on all channels, not only will people instantly recognize you, but you’ll also evoke those emotions they already have about your brand.


  • Consistent Offers and Campaigns

All your offers need to be consistent with all your marketing campaigns. This means that the style and tone of every post you share on social must be consistent with the offers on your website, your ads, and your email marketing campaigns.


This approach helps you become a thought leader and significantly extends your reach. It will be much easier to engage your prospects and effectively guide them further down your sales funnel.

Common Issues with Social Media Branding

There are recurring issues that every brand comes across when trying to leverage social selling. They include:


  • Cutting through the noise 
  • Being original
  • Engaging prospects on an emotional level
  • Extending reach
  • Compelling people to share

You can address all of these social media branding issues by following the tips above on creating a unique brand voice and maintaining consistency across all the channels you use. The reasons for adopting social selling discussed above also contains some handy tips on making the most of social selling.


It all comes down to being honest, helpful, relevant, friendly, and completely transparent. That's precisely how you can show you're credible and trustworthy, which leads to higher engagement, and more leads and conversions.

Using social selling wisely means being proactive and offering a helping hand at the right moment of need. Listen to what your target audience is saying about their needs, your brand, and gain insight into their ultimate pain points regarding the products or services you offer.


Considering this lets you avoid common social media branding pitfalls and enables you to create a unified brand image that will supercharge your sales and ROI. It may sound a bit overwhelming now, and it may be challenging at first, but be patient, break the above steps down into small tasks, and you will experience very positive results.


Lead generation and conversion are some of the most important goals of nearly every business out there. The reason is simple: if you can generate qualified leads, and effectively convert them into customers, you will increase your sales and ROI, and gradually grow your business.


Perhaps you already know how to capture leads, but do you actually know how to achieve long-term success? You need to start by implementing lead-generation techniques into your strategy, but you also need to put the right person in charge.


Before diving into the essential techniques to use, check out who should be responsible for your revenue streams, and how to find the right candidate.

Who’s Leading This Show?

The person responsible for your revenue streams is a Chief Revenue Officer (CRO). Since a CRO is responsible for overseeing and driving revenue growth, you need to find a reliable and skilled candidate for the job.


Here’s what you need to know to make the right decision when hiring a CRO, or giving the position to one of your existing employees.

Chief Revenue Officer (CRO)

To pick the best CRO, you need to fully understand the responsibilities that they will be accountable for on the job. You also need to have a clear idea of the skillset that the job requires so that your chosen CRO can truly help your business.


1. Responsibilities


Since a CRO is responsible for increasing revenue growth, they need to know how to handle sales, marketing, and customer experience. Moreover, they need to align them with one another and collaborate seamlessly with a CMO (Chief Marketing Officer) and a CXO (Chief Experience Officer).


A Chief Revenue Officer should take the following responsibilities:


  • Creating a client outreach strategy.
  • Coordinating the process of implementation of the client outreach strategy into marketing, sales, and client management.
  • Collaborating with the board of directors and the executive team to develop strategies for growth.
  • Developing processes for sales management: account planning, revenue pipeline, and proposals.
  • Monitoring leads and the pipeline and implementing proper changes to drive revenue growth.
  • Developing short-term and long-term strategies for growth.
  • Monitoring the strategies and the revenue cycle.
  • Training account management and sales teams.
  • Leading strategically by taking advantage of customer research.

2. Skillset


The CRO you choose needs to pack a proper skillset to help you increase leads and conversions, and boost your revenue.


Since the primary goal of a Chief Revenue Officer is driving revenue growth, make sure your chosen CRO is:


  • Passionate about completing your brand’s mission.
  • Motivated to achieve your company’s goals.
  • Able to make changes, including both executing and implementing them.
  • A leader who knows how to motivate, plan, organize and oversee all the other workers they are responsible for.
  • A critical thinker who can analyze the given data and strategize for the best outcomes.
  • Goal-oriented and knows how to achieve all your revenue goals.
  • An excellent communicator who knows how to establish credibility, form strong relationships, reach objectives, consult with teams, speak publicly, and write technical content.
  • A professional who puts ethics, morality, credibility, and integrity first.
  • An expert in their field capable of helping you achieve all your goals.

At their core, CROs are basically VPs of sales and marketing. However, the role of a CRO is actually much more than that.


It’s strategic because a CRO conducts strategic planning of short-term and long-term goals for an organization to achieve its revenue goals and drive sustainable growth. It’s also strategic because a CRO is responsible for risk management processes, as well as for leading sales and marketing teams, and overseeing customer success.


The role is also tactical, because a CRO drives sales acceleration and sales enablement, implementing processes that help sales teams improve the effectiveness of their day-to-day operations.


A CRO does that by teaching operational excellence, that is, by standardizing certain methods that increase sales success. Here’s what those methods are.

Help Your Sales Team Become Subject Matter Experts Through Quality Content

Rarely any buyer (be it B2B or B2C) puts their trust in salespeople nowadays. When looking to buy a product or a service, few people will trust what a salesperson says because everyone knows that their primary goal is to generate more sales and revenue. Can or should you expect an honest answer or an independent piece of information from a sales rep? Certainly not. And have you ever met a sales rep who recommended their competitor because their solution is a better fit for your needs?


Buyers would much rather conduct their own research when considering a brand and receive recommendations from their peers or consult with their friends or family. Most of us would rather discuss their purchasing decisions with experts on the subject matter they’re interested in or with someone they trust to give them an independent opinion that’s not tainted by personal interest.


Subject matter experts (SMEs) are real experts in specific areas. They pack extensive knowledge and expertise that help establish credibility and trust.


To generate more leads and revenue, your sales team members need to become subject matter experts. Only then will they be able to improve their efforts and enrich your sales process.


Provide your sales team with quality content they will use to learn about specific areas. Train them regularly, and make sure they know exactly how to reassure clients that your brand is the right choice for them.

Have Appropriate Content Formats for Your Target Audience

Content is what will help you attract and convert leads, eventually increasing your sales and revenue. But do you know what content format will provide you with the best results?


There is no one right answer to this question. The thing is, no one will find only one content format that will suit them. Therefore, you should mix it up with different formats, so that you can appeal to a larger target audience.


Depending on your target audience, you can choose among the following content formats that deliver the best results:


  • Blog posts
  • Images
  • Infographics
  • Videos
  • Podcasts
  • Presentations
  • Whitepapers
  • Case studies
  • Webinars
  • Quizzes
  • eBooks

Adding Value to Conversations

If you don’t provide your clients with real value, you won’t compel them to engage in your brand, and it’s hard to keep them coming back for more.


But how can you add value to your conversations? You do this by showing them the value they will experience if they put their trust in you.


Will you save them money? Will you make them money? Will you reduce their risks? Will you solve any burning pain points that your clients may have? Anything that is fact-based and explains how you make their business or their life better, less painful or more effective is relevant.


Ask about their needs, and propose a solution only you can give them. Provide them with value, and you’ll hit the bulls-eye.

Seeking Out Social Media Groups & Communities

Engaging in social media groups and communities can help you reach out to numerous leads interested in what you have to offer. To find the right groups, you should monitor social media, and really listen to what your audience is saying about you.


Social listening is the key to social selling, as it lets you in on consumer behavior, and helps you discover new sales opportunities.


Once you know in which social groups and communities your target customers are, jump into the conversations at the right time. Be proactive, offer your products or services, and showcase their value. Build trust and meaningful relationships, and you’ll effectively engage people in your brand.

Establishing a Community Around Your Brand

Establishing a brand community isn’t about promoting your business. It’s about delivering value that gives a reason for your audience to join your community.


You can offer discounts now and then, but you should mostly offer useful tips and advice that help your audience solve their pain points. Don’t focus on sales pitches. Instead, start conversations.


Create a community that will empower your target customers, and encourage them to ask questions, share ideas, and really connect to one another. That way, you’ll connect to them as well, and engage them in your brand.

Targeting Shot Callers in B2B Situations

The best decision-makers (aka shot callers) you can target in B2B situations are:


  • C-level managers

C-level managers often make big decisions without consulting with someone else from their organization, so it’s always smart to reach out to them. If they discuss your brand with someone from their company, your chances of making sales would only get bigger.


  • Mobilizers

It’s not very easy to break through to mobilizers, as they tend to be quite skeptical, and don’t like sales pitches and various sales tactics. What they’re looking for is boosting productivity, so you need to let them know how your product or service can do it.


With mobilizers, forget about the bells and whistles. Be transparent and honest, and show them how you can help improve their bottom line.


  • Business users

Business users are the actual users of your products or services. They don’t make huge business decisions, but their opinion is definitely important.


As they are those who would use your services or products, they’ll actually recommend them to C-level managers and other higher-ups. You should thoroughly explain how your offer would help their business so that they discuss it with the decision-makers.

Cross-Selling and Up-Selling Through Thought Leadership

Cross-selling and up-selling are two very useful sales techniques for converting qualified leads and increasing sales. Perhaps you already use them, but have you ever considered leveraging thought leadership to do it?


Establishing yourself as a thought leader means building credibility, authenticity, and trust. It means showcasing that you’re an authority in your field who can solve all your target customers’ challenges. It means having in-depth expertise and proposing innovative ideas to inspire and motivate people.


Therefore, when you’re a thought leader, you can inspire people to purchase complementary products or services from you (cross-selling) or encourage them to spend more (up-selling). You’ll know how to do it effectively, without ever being pushy.

Don’t Limit Yourself to the Online Environment

There are many more leads online than offline. They’re much easier to capture, and they’re more affordable to acquire. The challenge is that it’s actually harder to convert online leads, primarily because there’s quite a lot of them. As there are fewer offline leads, it’s more expensive to capture them, but it’s actually easier to convert them.


Don’t focus only on the online environment. Explore business opportunities in the offline world as well, as there are absolutely enough leads to help you meet your sales goals.


Remember that continuity is key for long-term success – in sales and any other activity. You won’t see results overnight and there’s no silver bullet to make your YouTube video go viral either. But these lead generation and conversion techniques will help you get there quicker, and significantly drive your revenue growth.


Sales Pro Central