There are different tools and strategies to achieve multiple goals. So what can you do with these solutions? Better classic advertising or social selling? Here you have everything you need to decide. And get good results.
Decide between advertising. Advertising (abbreviated ADV) means advertising+; it is a paid message that a company sends to inform or influence the people who receive it …o social selling is not easy. In some instances, it is not even required to do this. That’s is because they are different tools to achieve other goals. But that point towards a single purpose.
That is to say; conversions are selling more on the internet and the social web. But, in reality, there is often confusion between these items; we pass without much attention from advertising to the dynamics necessary to sell online.
This is a problem. When evaluating the tools needed to do social media marketing, all this must be verified. You have to do this with care, assess the steps necessary for the condition.
You cannot and must not improvise because a decisive step is hidden here. What does that mean? Should you choose between advertising or social selling?
The Topic Of This Post
- 1 Difference between ADV and social selling
- 2 What is social media advertising?
- 3 What, on the other hand, is social selling?
- 4 B2B, advertising or social selling?
- 5 Do you have to choose or integrate?
Difference between ADV and social selling
Before addressing the technical characteristics of these fundamental activities for social media management, it is right to give a structured explanation. For example, advertising or social selling, are there any tangible differences? Here’s what to know to address this point.
- Advertising – Creation of advertising campaigns with a different form and commitment that allow you to pay to receive a visit, a lead
- Social selling – Creation of honest relationships with the prospect. A Prospect is a prospect for whom we have contact information and who has been qualified as meeting certain criteria. In most or leads to interact and meet any needs, to reach the sale. Even not through a direct and short-term dynamic. By definition, social selling takes time.
In both cases, therefore, we can speak of a valuable tool to achieve the final goal. In the first case, we pay a platform to host ads capable of bringing contacts and direct sales. In the second phase, however, the work concerns engagement.
A slightly different engagement compared to the one we know well and concerns only the simple receiving of comments, appreciation, and sharing. Here we work to weave relationship structures.
What is social media advertising?
It may seem like a trivial question, we all know that advertising is advertising. The adverts you insert into the content stream to get some visibility are to say. In return, a fee is paid, which often falls within the logic of pay per click.
Or in any case, when the user takes action, the advertiser pays. This is the basic definition. But what does social media advertising represent? A way to sell more?
It is another branch of inbound marketing that strategy allows you to be found when people need you. But, as this graphic from Moz shows, well-done advertising is also part of the team breaking the tradition of mass advertising.
The tools of inbound marketing, according to Moz.
ADV is also inbound marketing (and not outbound, as many believe): the important thing is to make sure that it is a valuable resource for the user.
It becomes interruption marketing when it reveals itself as an unplanned element and, above all, as an obstacle for the public.
But that’s not always the case. When advertising is well-targeted, qualitatively superior, and perhaps inserted in good storytelling or content marketing context, everything becomes simpler and more linear.
Who is in charge of advertising on social media?
It is impossible to talk about people who work on all realities without a concrete specialization. Advertising or social selling is another difference: you cannot ignore domain in the first option.
That is the need to face the challenges, numbers, and investments with people who know every detail of that single platform.
And maybe they specialize to the maximum; they do nothing else. Because you can aspire to results – and related monetization – but only if you know how to move.
What, on the other hand, is social selling?
We mean a process that pushes the brand. A combination .to exploit their name on social platforms to create relationships with leads and prospects aimed at selling. So, we don’t mean either to send private messages without knowing people begging to go to the site and buy something,
Social selling is not even sharing links – bordering on spam – in groups and on the profile in an attempt to get someone on the landing page.
Markets are conversations.
If you want to take advantage of the balance between advertising or social selling, you have to reference an important concept: lead nurturing.
On the other hand, the concept refers to providing people interested in your product or service with a continuous source of information, even if they are not interested and not involved in the sale.
Advertising or social selling: let’s deepen the latter.
To deepen and understand social selling – selling through social media – we can watch this video. But, in the meantime, we can deepen a series of fundamental concepts that allow us to clearly and without delay appreciate this virtuous dynamic on social media.
The phases of social selling
This solution is aimed at selling; it seeks to create honest and lasting relationships with the public.
To focus on building a deep trust between user and brand. A bond can lead to loyalty – with relative and possible cross-selling and up-selling – and evangelization (fans).
From unknown to client and then ambassador.
This is the endpoint of each funnel of inbound marketing: you start from a phase in which the user is a stranger and end with his transformation into an ambassador. That is a person who talks about you.
But also of your brand. It is advisable to invest in these activities that involve users to activate the famous word of mouth. That’s is only possible if the phases of social selling are respected.
Monitor your brand
On the one hand, there is a tendency to find the solution to approach potential leads by monitoring conversations and intercepting the places to be observed.
This means creating content, distributing it, creating attention, and intercepting any conversations to engage your contacts.
Interact with the audience
Several challenging tasks allow you to create and fuel conversations, which don’t always happen with public messages.
He often takes the conversation privately, via chat or email. However, it is also reasonable to work on the phone or even face to face in some instances.
From this point, it is possible to understand how valuable and virtuous the activity we are facing is. Especially if you want to create long-term resources to ensure your company has loyal and stable customers.
Social selling tools
You cannot proceed without a bit of help. The instrumentation that allows you to work with these dynamics is on the platform itself automate, organize, define advanced relationships.
For sure, I’d say start this list of tools for social selling with Hootsuite. That is to say, a freemium tool that allows you to organize interaction on social networks, both in private and public messages. If you want to work only on Twitter, you can also use the free Tweetdeck.
One of the most exciting elements to evaluate when you decide to work in this sector: the possibility of exploiting a network of contacts. In these cases, the LinkedIn platform gives excellent satisfaction and tools. For example?
What is your social selling index?
This social network dedicated to professional relationships offers an exciting utility to evaluate your social selling index. That is a general assessment of your ability in terms of:
- Professional brand.
- Find the right people.
- Engage with insights.
- Build relationships.
The tool in question – obviously free – can be found here: www.linkedin.com/sales/ssi. Then there is the LinkedIn Sales Navigator, a certainty for those who are always looking for new leads to contact for their purposes.
A fantastic tool that allows you to monitor what happens on web pages, forums, social networks, and more. With Mention, you can define keywords, so you can intervene immediately if someone mentions your brand.
CRM CRM makes the difference in social selling (Customer Relationship Management) typically refers to software for managing relationships with customers and prospects. CRM stands for Customer…, a Customer Relationship Management that allows you to keep under control relations with those who contact you, with the people who ask for your attention. Or that you want to feed with all possible attention. One of the best names is Nimble.
A screenshot of Nimble.
Or? A real lifesaver if you work in theB2B.B2B (Business-to-Business) is an adjective used to describe companies that sell to other companies. For example, Studio Samo is primarily a B2B company because it sells …but not only. Here you can better manage conversations and relationships with your customers. You can also evaluate Hubspot, one of the most effective Customers Relationship Management software, known and known by companies (also Italian).
B2B, advertising or social selling?
Also, in this case, we must not choose when we work with business to business – that is, companies that interface with similar entities and not with end customers as in B2C – we need both resources: targeted advertising and virtuous interactions with prospects.
We do it differently. Maybe we don’t choose Facebook or Instagram as our favorite platform, but we aim elsewhere.
For example, on LinkedIn or Twitter. In any case, especially with the first reality, there are great resources. We can say that in B2B, social selling can give adequate satisfaction. Sales managers can find that extra benefit that can make a difference in the attention given to them.
Do you have to choose or integrate?
This is the exciting aspect: do you have to do advertising or social selling? They are not dynamics that overlap and exclude. For example, a business may decide to advertise for a fee for direct selling.
Or lead acquisition. But it can also invest in social selling to cultivate honest relationships with potential customers. Social selling is based on a long-range type of activity; in practice, you build lasting relationships that allow you to create a stable base with the Customer.
L ‘ advertising no, with advertising points towards direct and stable sales. Without forgetting that Facebook, Linked In, and Instagram, you have tools that allow you to achieve different goals. And then, does the HD have to be depersonalized?
This is not always the case; even on Facebook ADV or on Instagram, sponsored conversations arise that a brand must develop and transform into stable relationships. But here, the Insurance benefits are different. Do you agree with all this? Better advertising or social selling?