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Ever felt like social media is just another time-waster when it comes to B2B sales? You’re not alone. Many businesses struggle to see tangible results from B2B social selling, leading to the belief that it’s simply not worth the investment. But what if you’re missing out on a powerful tool that could transform your sales pipeline? 

How B2B Sales Can Benefit from Social Selling

Social selling done right can be a game-changer for your B2B business. In fact, it can turn into an entire pipeline in its own right. Since virtually NONE of your competitors are doing this type of selling well, it gives you an uncontested avenue to carving out market share. Instead of spamming your connections with sales pitches or treating LinkedIn like a digital cold-calling platform, you can use it to build authentic relationships, provide value, and position yourself as a trusted advisor in your industry. 

What B2B Social Selling Is (and Isn’t)

Despite the name, social selling is not simply using social platforms as a channel to sell to people. This is a crucial distinction to understand because social selling is not about harassing your connections with sales pitches or using LinkedIn as a glorified cold-calling tool. It’s about fostering genuine relationships, providing value, and establishing yourself as a trusted resource within your industry. 

Think of it this way: in the real world, you wouldn’t walk up to a stranger at a networking event and immediately launch into a sales pitch. You’d introduce yourself, try to find common ground, and maybe exchange some valuable insights. Social selling follows the same principles. It’s about building rapport, engaging in meaningful conversations, and showing genuine interest in your connections.

Go here to learn how targeted B2B personas can help boost your sales.

When you prioritize building relationships over pushing products, you create a space where potential customers feel comfortable approaching you when they have a need. You become the person they think of when they’re facing a challenge that your product or service can solve. Social selling is about fostering trust over time, so when the moment is right, your prospects will naturally turn to you as the solution provider. 

“The selling happens naturally when you do it well. It’s not about forcing the sales conversation, but rather about nurturing connections and letting the opportunities arise at the buyer’s timing. This approach not only leads to more meaningful business relationships but also positions you as a thought leader in your industry.” – Daisy McCarty, Fractional CMO at The Marketing Blender

Hear from a B2B Social Selling Expert in the Video Below

Yes, Your Buyers ARE on Social Media

It’s a common misconception in the B2B world that decision-makers and influencers don’t engage on social platforms or that they rarely log into their profiles. However, the data tells a different story. Did you know that about 7 out of 10 LinkedIn users are on the app daily? See more stats here.

With a Sales Navigator account on LinkedIn, you can easily filter and identify key players in your target companies, and even see how recently they’ve been active on the platform. But it doesn’t stop there. Your potential buyers might be active on Twitter, commenting on industry blogs, or even sharing their thoughts on relevant YouTube videos.

The key is to identify where your ideal customers are spending their time online and tailor your social selling efforts accordingly. By meeting them where they are, you can build rapport and trust in a space that’s already familiar and comfortable to them. Remember, social selling is about building relationships, and that means engaging with your audience on the platforms they prefer.

5 Do’s of Social Selling for B2B

DO Incorporate Social Selling Daily: Consistency is key when it comes to building relationships on social media. Even if it’s just 15-30 minutes a day, make time to engage with your connections, share valuable content, and participate in relevant conversations. The more you show up, the more top-of-mind you’ll become.

DO Send Congratulations and Birthday Messages: These small gestures can go a long way in building rapport. A personalized message shows that you care about your connections on a human level and that you’re not just interested in them for their business potential.

DO Be Careful with Automation: While automation tools can be helpful, they can also be risky if not used thoughtfully. LinkedIn has cracked down on spammy behavior, so it’s important to use automation sparingly and always prioritize authentic engagement.

DO Make Social Selling Part of Your Overall Strategy: Don’t treat social selling as a separate initiative. Integrate it into your broader marketing and sales strategy. Share content from your company page, repost relevant articles, and participate in industry groups.

DO Align with Sales: Social selling is most effective when sales and marketing teams work together. Collaborate on content, share insights, and set clear goals and metrics to track your progress.

5 Don’ts of B2B Social Selling

Now that we’ve established the do’s, let’s explore some common pitfalls to avoid:

DON’T Connect and Pitch: As Daisy puts it, “Using a person’s DM or message inbox as a way to get in front of them with a sales pitch is the #1 most hated behavior on LinkedIn.” Build rapport first, offer value, and let the sales conversation happen organically.

DON’T Be a Pest: Social selling is about building relationships, not harassing your connections. Respect their time and boundaries. Don’t send multiple messages if they haven’t responded, and don’t bombard them with irrelevant content.

DON’T Waste People’s Time: Every interaction should provide value. Before you share an article or comment on a post, ask yourself if it’s something your audience would genuinely find interesting or helpful. If not, don’t clutter their feeds.

DON’T Forget Your Targeting: Social selling is most effective when you’re focused on the right audience. Take the time to identify your ideal customers and tailor your content and interactions to their specific interests and needs.

By avoiding these common mistakes, you’ll create a more positive experience for your connections, build stronger relationships, and ultimately increase your chances of converting them into customers.

Mastery Requires a Shift in Mindset

It’s about leading with a servant’s heart and prioritizing genuine connection over quick sales. By focusing on building authentic relationships, offering consistent value, and aligning with your sales team, you’ll unlock the full potential of social media as a powerful sales tool to engage customers. Remember, social selling is a marathon, not a sprint, requiring time, effort, and a genuine desire to build relationships. But when done right, the rewards are immense. So, start incorporating these do’s and don’ts into your strategy today and watch your connections transform into loyal customers.

Ready to supercharge your social selling efforts and see real results? Blender’s fractional CMOs can help. With our expertise and proven strategies, we can guide you through the intricacies of social selling and help you build a powerful online presence that drives business growth. Don’t miss out on this opportunity to revolutionize your sales approach. Schedule a discovery call with Blender today and take the first step towards social selling success.