Succeed As Your Own Boss

ENDING SMALL BUSINESS FAILURE

  • Home
  • About
  • Book Melinda
  • Consulting
  • SBL Store
  • SmallBizLady University
  • Free Tools
  • Podcast
  • #Smallbizchat
    • Be a #SmallBizChat Guest
  • Blog
  • Contact
    • We’re Hiring!
You are here: Home / Featured Post / How To Successfully Use Social Selling For Your Small Business

How To Successfully Use Social Selling For Your Small Business

January 12, 2017 By Melinda Emerson Leave a Comment

Feel free to share...Share on facebook
Facebook
Share on twitter
Twitter
Share on google
Google
Share on linkedin
Linkedin
Share on pinterest
Pinterest
Share on reddit
Reddit
Share on email
Email
Share on print
Print

mikaellauharantaEvery week as SmallBizLady, I conduct interviews with experts on my Twitter talk show #SmallBizChat. The show takes place every Wednesday on Twitter from 8-9 pm ET. This is excerpted from my recent interview with Mikael Lauharanta. Mikael is a digital media authority and one of the founding fathers of employee advocacy. As the co-founder and COO of Smarp, he has helped foster the expansion of the company from the founding team to a global organization with 60+ employees and offices all over the world. For more information, visit: smarp.com.

SmallBizLady: what is social selling?

MLauharanta: Social selling is the process of developing and utilizing your online and offline relationships during the sales process. It’s closely related to the social business trend and ties in well to the ongoing digital transformation that is changing the way companies do business and interact with the outside world. When it comes to social selling, social media networks play a key role in interacting with potential buyers to build revenue driving relationships.

SmallBizLady: how are potential customers approached differently in social selling?

MLauharanta: Social selling is a form of soft selling. Instead of aggressive pitches, prospects are approached in a way that delivers actual value right from the start. Social selling is all about answering questions, offering interesting content, and engaging with prospects until they are ready to buy.

SmallBizLady: why is social selling important?

MLauharanta: We live in a knowledge based economy where your potential customers are looking for information online and making comparisons to support their purchase decisions. 75% of B2B buyers are said to leverage social media to support their decision making, while 57% of the purchase decision is made before the customer even contacts the supplier. The effectiveness of cold calling and e-mailing prospects is diminishing as people look for less intrusive ways to make buying decisions and to interact with sales professionals.

SmallBizLady: why should salespeople be active on social media?

MLauharanta: Social media is filled with information that functions as the basis for decision-making for your prospective customers.

That’s where leads evaluate options and make purchasing decisions based on your and your competitors’ activity and presence on social media. SoMe is also filled with buying signals from your buyers and it can help fill your pipeline with highly qualified leads. Hence, according to Forbes, sales representatives leveraging social media outsell 78% of their peers.

SmallBizLady: how should companies approach social selling differently from traditional sales?

MLauharanta: If the traditional sales mantra is “Always Be Closing”, the social selling mantra is almost the opposite – “Always Be Connecting.” You should always be opening new doors and creating new relationships and go for the close when the prospect is ready for it. It’s difficult to close deals solely by using social media channels, but having an active presence on social media discussions provides an advantage in creating relationships before hitting the phone or setting up a meeting.

SmallBizLady: what’s the first step in getting started with social selling for an individual?

MLauharanta: First impressions matter. At the bare minimum, you should create profiles and have an active presence in the social media networks where you expect to find leads. Adjust your social media profiles to serve your purpose by making sure you appear professional. So get rid of those blurry photos and spelling mistakes and try to look as professional as possible but don’t forget to show some personality to make yourself more easily approachable.

SmallBizLady: what’s the first step in creating a social selling strategy for your organization?

MLauharanta: First, determine your target audience. Start by finding out who your potential customers are (their age, gender, occupation, location, etc.). This will help you to identify the channels they are using, and get into the right mindset to understand their needs and solve their problems.

SmallBizLady: which channels should businesses use?

MLauharanta: Define where and how you are going to trigger conversations. If you are doing B2B sales, it is likely that LinkedIn is the most relevant channel for you, in which case you may want to adopt a more professional tone. On the other hand, if you are selling surfboards, Facebook, Instagram or Snapchat could be your weapon of choice for more visual and laidback communication.

SmallBizLady: how often should one be active on social?

MLauharanta: Aim to share at least twice a week. Try to be especially alert after adding new connections and make sure you are visible to them. This will keep you top-of-mind and relevant to your network. Coming up with timely content may sound like a mission impossible but it really isn’t. And if nothing else you can always comment on and react to something your prospects are sharing.

SmallBizLady: what type of content works best when social selling?

MLauharanta: It is important to produce content yourself to showcase your expertise but not all content has to, nor should be, produced by you or your company. The internet is full of interesting industry news, articles, videos, etc. which you can and should share to your networks. By sharing content produced by someone outside your organization, you create credibility and look more authentic and trustworthy in the eyes of your audience. This way you are also creating new relationships and attracting the attention of other influencers.

SmallBizLady: how can a company get real results from being active on social media?

MLauharanta: In order to persuade your prospects to take the next step in their buying journey, you should always place a call-to-action on the landing page where you are driving traffic. This can be a link to a trial, a newsletter subscription form or a guide (like the one you are reading at the moment). However, keep in mind that not all content you post to social media should link to your own content. Don’t forget to set up sufficient monitoring to be able to calculate the monetary value of the initiatives and optimize your resources.

SmallBizLady: how can a business tell what is working and what is not?

MLauharanta: It is vital to measure the impact of your shared content – what works and what doesn’t. Analyze and identify the type of content and the time of sharing, which generate the biggest impact. This will help you to plan your future content and make adjustments on the go. Platforms like Smarp are equipped with advanced social monitoring tools that help you to make educated decisions on optimal sharing times and analyze what content resonates the best. In addition you can track the incoming traffic on your website all the way to the conversions you have set up for your website.

If you found this interview helpful, join us on Wednesdays 8-9 pm ET; follow @SmallBizChat on Twitter.

Here’s how to participate in #SmallBizChat: http://bit.ly/1hZeIlz

Feel free to share...Share on facebook
Facebook
Share on twitter
Twitter
Share on google
Google
Share on linkedin
Linkedin
Share on pinterest
Pinterest
Share on reddit
Reddit
Share on email
Email
Share on print
Print

Filed Under: Featured Post, Featured SmallBizChat, Q & A Interview, SmallBizChat Tagged With: SmallBizChat, social selling, X @mlauha

Fix Your Business Now!

Order SmallBizLady's new book Fix Your Business, 90-Day plan to Get Back Your Life and Reduce Chaos in Your Business. It includes the 12 Ps of Running a Successful Business and readers will finish the book with a new strategic plan to take their business to the next level.

About Melinda Emerson

Melinda F. Emerson, “SmallBizLady” is America’s #1 Small Business Expert. She is an internationally renowned keynote speaker on small business development, social selling, and online marketing strategy. As CEO of Quintessence Group, her Philadelphia-based marketing consulting firm serves Fortune 500 brands that target the small business market. Clients include Amazon, Adobe, Verizon, VISA, Google, FedEx, Chase, American Express, The Hartford, and Pitney Bowes. She also has an online school, www.smallbizladyuniversity.com, that teaches people online marketing and how to start and grow a successful small business and publishes a blog SucceedAsYourOwnBoss.com. Her advice is widely read, reaching more than 3 million entrepreneurs each week online. She hosts The Smallbizchat Podcast and is the bestselling author of Become Your Own Boss in 12 Months, Revised and Expanded, and Fix Your Business, a 90 Day Plan to Get Back Your Life and Reduce Chaos in Your Business.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Let’s Connect

  • facebook
  • instagram
  • tiktok
  • pinterest
  • linkedin
  • twitter
  • youtube
  • feedburner

Sign up for the SmallBizLady BUZZ Newsletter and be the first to receive updates and details about upcoming events:

We’re proud to be part of the Mediaplanet Empowering Small Business campaign! The COVID-19 pandemic brought hardship and ruin on the nation’s small businesses, but there’s now reason for hope. Learn about the resources, support, and tools available to help your small business bounce back and grow stronger than ever by picking up a copy of the campaign in USA Today and reading it online here.

Get a FREE Chapter of SmallBizLady’s Book,
"Become Your Own Boss in 12 Months, Revised and Expanded"!

Become Your Own Boss

Most Popular Posts

>Seven Ways to be More Profitable in Your Small Business
> 7 Ways to Attract Customers to Your Small Business
> 6 Tips for Managing Small Business Finances
> How to Run a Successful Multilevel Marketing Business
> 10 Ways to Grow Your Small Business With Instagram
> How to Sell on Facebook
> How to Get Over the Fear of Starting a New Business

Featured Videos

Bloomberg News Interview
How to Support Small Businesses During the Holidays

National Speakers Association
Winter Conference

Fox 29 Philadelphia
'Small Biz Lady' gives best advice for starting a new business in the New Year

Fox Business
Starting a Business

MSNBC
The importance of job mentoring for women

#SmallBizChat Live
National Small Business Week: Q&A

Good Day Philadelphia
Expert Shares Tips on How to Become Your Own Boss

Testimonials

Become Your Own Boss is a must read if you’re thinking of launching a business of your own.
Jean Chatzky, Bestselling Author of Money 911 and Financial Editor of NBC’s Today Show
Great step-by-step advice for anyone looking to start their own business.
Andrew C. Taylor, Chairman, Enterprise Rent-A-Car
Melinda Emerson has written a remarkable book. It is essential reading for anyone seeking to make the transition from working girl to successfully working it, as an entrepreneur.
Cynthia McClain-Hill, Past President, National Association of Women Business Owners
The perfect companion for those planning to go out on their own. Melinda delivers firsthand practical advice on how to be the successful entrepreneur. Read it if you want to get it right the first time.
Kenneth L. Shropshire, Professor at the Wharton School of Business, University of Pennsylvania
If you are looking for a versatile speaker who can talk about how to grow small businesses or get started with social media, look no further.
Heather Van Sickle Executive Director, National Association for Community College Entrepreneurship (NACCE)
Her wit and depth of subject knowledge were entertaining and empowering. Melinda is definitely on our short list of seasoned entrepreneurs and business leaders we look to invite back in the near future.
Tennille M. Robinson Senior content & Event producer for Inc. magazine
Melinda Emerson, “SmallBizLady,” is an engaging and witty speaker and a great addition to any conference. Her terrific presentation and compelling delivery give people the information they need and want to become their own bosses and grow success… Read more
Laurie Dalton White Conference Director, Pennsylvania Conference for Women
Melinda Emerson has been a fantastic small business and social media resource for the Pitney Bowes team. Not only is she personable and easy to work with, but she also has an innate understanding of the small business audience. My marketing programs … Read more
Justin Amendola, Former VP, Global SMB Digital Strategy, Pitney Bowes

Latest #SmallBizChat

The SmallBizChat Podcast: How to License and Sell Your Content with Mitch Axelrod

In this episode, Melinda Emerson welcomes Mitch Axelrod to discuss the intricacies of intellectual property (IP) licensing for small businesses. Mitch shares his personal journey in the licensing field, offering insights into identifying and protecting IP effectively. They explore common pitfalls in licensing negotiations and provide practical tips to navigate these challenges. Mitch Axelrod is […]

Fix Your Business Q&A Video

Recent Posts

  • The SmallBizChat Podcast: How to License and Sell Your Content with Mitch Axelrod
  • What KPIs Should You Track In Your Small Business?
  • The SmallBizChat Podcast: If I Had to Do It All Over Again with Melinda Emerson
  • How to Develop a Business Launch Timeline, Part II
  • The SmallBizChat Podcast: Hit It and Quit It with LaTanya White, Dov Gordon, and Anisha Robinson Keeys

#SmallBizChat

  • SmallBizChat Archive
  • @SmallBizLady

Business Advice

  • How to Start

SmallBizLady Store

Products

Free Chapter

Get In Touch

  • FAQ
  • Be a #SmallBizChat Guest
  • Contact Us
Copyright © 2025
Quintessence Entertainment, Inc
PO Box 280
Drexel Hill, PA 19026
(610) 352-0680
Privacy Policy · Refund Policy

Let’s Connect

  • facebook
  • instagram
  • tiktok
  • pinterest
  • linkedin
  • twitter
  • youtube
  • feedburner