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Social selling on Facebook gives you plenty of opportunities for business growth.


First and foremost, it helps you build or improve your brand recognition. It enables you to extend your reach to generate more leads and conversions.


Most importantly, it helps you forge meaningful relationships that lead to customer loyalty. After all, that's what social selling is all about — directly interacting with prospects and providing real value.


Those in the financial services industry can experience great benefits from social selling on Facebook. Read on to find out why this platform is ideal for social selling and how you can harness its power as a financial services provider. 

Understanding the massive potential of Facebook


According to Statista, Facebook counts more than 2.45 billion monthly active users as of the third quarter of 2019. During that time, the dominant social platform reported nearly 1.62 billion daily active users.

Due to the sheer size of the audience, it's only logical to direct some of your efforts toward this colossal platform.

However, due to various Facebook algorithm changes, it has become challenging for businesses. It now prioritizes personal posts that inspire meaningful interactions over pages and public content, including posts from companies.

So, how can you cut through the noise and take advantage of Facebook's massive potential? The answer lies in social selling.

Why Facebook is the perfect platform for social selling

You don't see as many business pages on the news feed as you used to. Because of those algorithm changes, it's tough for businesses to extend their organic reach on the platform.


This isn't something new, though.


Facebook has been doing it for a while now. A famous chart from 2014 by Convince & Convert shows how Facebook's stock price goes up with the decline of organic page reach.



But this doesn't mean it's the end of the road for businesses that want to sell on Facebook. Since the platform now prioritizes personal posts that spark conversations, it opens the door for social selling.


You can sell your financial services offerings by having sales reps interact directly with your target audience. You can and should still maintain your business page. But your sales reps can now make a more significant difference from their personal Facebook profiles.

Techniques suited for Facebook


Your social sellers should be as subtle as possible when trying to sell on Facebook. They should avoid being overly self-promotional and not merely drop links and be done with it.

Here are the top actionable techniques they should focus on.


1. Communication through a company page

You already know that responding to all comments on your company page goes a long way. But including your team in the process can take customer relationships to a whole new level.


Interacting with someone from your team will give your prospects the peace of mind they're looking for when they need a solution to a problem. People simply trust other people more than they believe stock responses from company pages.


Your sales reps shouldn't do your community managers' job, of course. But if they collaborate and sync their efforts, they will build fantastic customer relationships together.


2. Content promotion

Promoting your content is one of the most straightforward techniques your sales team can apply. They can share your blog posts, company announcements, and various news regarding your industry and niche.


The key is to raise more awareness and increase visibility. Your company page may count plenty of followers, but combined, your sales team can potentially reach an even larger audience.


Just remember that they will have more organic reach than your business page.


Speaking of content, you can't expect to capture many leads if you don't compel people to click on your posts. Crafting engaging headlines and a call to action are two of the essential copywriting tips to keep in mind when you're looking to secure more clicks and engagement.


3. Research and testing

Facebook is fantastic for learning more about your target audience, prospects, leads, and competitors. Why? Because all of them are on Facebook.


You can see what other financial service providers are up to and how their sales reps are engaging their prospects.


That way, you can test their strategies yourself to see what works and what doesn't.


You can also utilize various social media monitoring tools to gain an insight into what people are saying about your business.


Furthermore, you can learn more about anyone contacting you for your financial services. That is if they have a public profile that you can explore to see if they match your ideal customer persona.


4. Industry-related Facebook groups

Industry-related Facebook groups are excellent for social selling. A lot of people turn to Facebook groups to find a solution for their different pain points. Your team of social sellers can be there to provide a helping hand whenever a prospect or customer needs it.


Again, it's vital not to promote your business shamelessly. Advise your sales reps not to drop links, but rather engage in helpful, meaningful conversations. They can add relevant and useful links only after answering a question providing a proper solution. Help and add value - don't sell.


Almost every Facebook group has strict rules regarding the use of promotion and links, so make sure your sales reps read them beforehand.


5. Building brand recognition

Regularly posting on Facebook from your company page will improve your brand recognition. You need to publish fresh content to keep engaging your followers consistently.


However, your social sellers can make a much more significant impact by participating in various conversations with your followers.


With useful tips, recommendations, actionable advice, and more, they can provide excellent customer service. That way, they offer real value and exceed your customers' expectations. Before you know it, people will associate your business with unparalleled service and great value.


6. Building loyalty

Turning prospects into loyal customers is one of the top goals of every business. Whether you run a bank, issue credit cards, or offer insurance, you want your customers to keep coming back.


Social selling on Facebook is one of the best ways to achieve that goal. Your social sellers can establish regular communication on the platform, nurturing every lead and client, and inspiring their loyalty.


The don'ts of social selling on Facebook


Now that you know what to do to harness the power of social selling on Facebook, it's time to learn about the pitfalls you must avoid.


1. Don't hard-sell

In a nutshell: Facebook is not for hard selling. If you do it, you will only push away your prospects.


Although people want to interact with brands on Facebook and other social media, they don't respond well to an in-your-face approach.


Being subtle and authentic will go a long way, so leave your hard-selling techniques for your off-platform efforts.

Avoid hard-selling even when someone shows interest in your products or services on the platform. Instead, suggest taking the conversation to email or phone, where you can deploy proper lead generation and selling techniques.


2. Don't spam

Spamming your followers is also a huge no-no. No one likes their news feed overflowing with excessive posts from brands. If you post too frequently or, God forbid, spam your followers with messages and comments, you know what you would accomplish? You'll successfully lose followers.


If you don't want people to unfollow you, don't be an annoying spammer.


3. Don't feed the trolls

Unfortunately, there will always be trolls on social media, especially on Facebook. You can't avoid them sometimes, and you usually can't beat them, but you can certainly ignore them. And ignoring them, you should.


Their mission is to create discord in an online community by posting off-topic comments and starting heated discussions. If you dignify them with a response, you would only give them more reason to continue their trolling. You don't want to get inside that bottomless pit and hurt your reputation. 


So, don't feed them. Don't give them the pleasure of getting the attention they seek by addressing them in any way. Starve them and focus on building your friendly community. Don't try to reason with an unreasonable person.


4. Don't forget to engage

Engaging with your Facebook followers is vital for building strong and meaningful relationships. After all, Facebook is a social network that brings people together.


Make sure your team members are always friendly, helpful, and personable. They should be storytellers that compel people to engage in conversations about your brand. They should encourage discussions, create polls and surveys, and ask for user-generated content.


Being highly responsive to comments and messages is also vital for increasing engagement. It helps humanize a brand and inspires loyalty and brand advocacy.

Taking it one step at a time

Social selling on Facebook can provide your business with excellent benefits. The platform prioritizes relationships and meaningful conversations over business pages. That's why your sales reps can do wonders for your Facebook marketing strategy.


Your lead generation, direct sales, and ROI may not blow up as quickly as you may want. But if you consistently follow all these tips, you'll be on the right path to success.


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.


Sales Pro Central