How Do You Use Social Selling For Small Businesses?
Posted Jun 1, 2020 by Lina Vashurina, Ecwid Team

How Do You Use Social Selling for Small Businesses?

And more importantly, how can you differentiate your business and stand out from the competition? With major social media leaders like Facebook and Instagram, developing tools for selling online, this means more businesses migrating online.

By using the tools of social media and the art of social selling, you take a personal approach to selling your products without spamming your audience. While still using popular platforms, you leverage the relationship over the sale — which translates to meaningful interactions and hopefully more sales for you.

We’ll cover what social selling is, why it’s important, and how to use it for your business!

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What Does Social Selling Mean?

As defined by HootSuite, social selling is two-fold:

Social selling is the art of using social media to find, connect with, understand, and nurture sales prospects. It’s the modern way to develop meaningful relationships with potential customers so you’re the first person or brand a prospect thinks of when they’re ready to buy.

By engaging in a dialogue with customers, and leaving an imprint. Your product becomes the answer to their problems. You understand the need of the customer and it’s your job to translate your product into the solution of choice.

What social selling is not, is spamming followers or your audience with mass marketing messages, or ill-formed messages that only look to make a quick sale. Remember — you’re building a relationship with your followers, creating a natural dialogue and conversation.

For a broader overview of social selling, check out this video from Hootsuite:

Why Is Social Selling Important for Small Businesses?

We talk about the importance of selling on social media for a number of reasons. Here is what to consider in building your social selling strategy.

Ability to reach new audiences

By establishing your presence on social media, you expand a reach to over 2.5 billion users on Facebook alone! As we look ahead to the next generation of shoppers. Over 50% of users in Gen Z, look to social media to discover new businesses and brands. Don’t miss the opportunity to sell to this growing audience!

Competitors are already using social selling

With the rise of social media, competitors are likely already a few steps ahead of you. If you’ve learned anything from the pandemic, it’s the importance of getting your business online. And establishing your presence on social media among other small businesses.

When done correctly and with a little time and patience, social selling shoppers will choose you over the competition.

Does Social Selling Really Work?

Don’t take our word, here are some social selling companies and Ecwid merchants, that have nurtured an impressive audience!

Atlas46, a construction tool business, with 300K followers on Facebook, reshares user content in their feed. With this social selling strategy, customers see the products in action. And the customers become your advocates and marketers, simply by sharing their content.

Atlas46, a construction tool business, with 300K followers on Facebook, reshares user content in their feed

Another Ecwid merchant, Kissed By A Bee Organics, gives social proof to her audience on Instagram by demonstrating literally how her products are the solution they need. The before and after post, speaks volumes.

Use a post like this to showcase user reviews and proof that your products work. And stay at the front of shoppers’ minds. These social selling examples are proof that as you make an effort to connect with your audience, they’ll return the favor.

How Do You Use Social Selling for a Business?

And you might even ask what is the best social selling strategy? Here are two ways you can start today, keep in mind these ideas apply to most social platforms.

Engage with other businesses

As you network with other small businesses, provide feedback, share advice — they are likely to reciprocate and recommend your business to others. A great place to start is finding like minded Facebook Groups, check out these small business groups, and consider joining one.

Try using Facebook or LinkedIn Groups to engage with other businesses! Remember, it’s not about spamming them with your products. But look to start conversations and build a network, asking for feedback and open to constructive feedback.

Engage with your audience

Did you know posts that ask questions, get 100% more comments? Make the prompt brief and easy to respond to! Start a conversation based on their answers, chances are they’ll interact with future posts.

Here a few ways to start the conversation:

  • If you sell books  — what is your favorite all-time book? Or what was your favorite children’s book growing up?
  • If you sell education/online courses — what is one thing you want to learn this year?
  • If you sell clothing or accessories — what is one clothing trend you want to bring back? Or name your most embarrassing fashion choice?
  • If you sell health or workout products — what is one health change you want to make this year?

Take it a step further and use Canva to design some eye-catching imagery, photos receive 53% more likes and almost 104% more comments! The key here for you and your audience to engage — not just ask a question and ignore.

The goal is to start a conversation!

Does Selling on Social Media Really Increase Sales?

Now that you know how social selling works and a few ways to implement it. Here is how you can use it combined with social media to increase your sales!

Make posts shoppable

You give shoppers a direct checkout to your store by making posts shoppable. Instead of sending them elsewhere and risk losing the sale. Increase your chances of closing the sale and make it easy for customers to purchase.

Another reason Ecwid should be your e-commerce platform of choice. We give you access to social media selling with seamless integration.

In order to do so, you are going to need a product catalog and that is where Ecwid comes in!

Be easy to find and…memorable

To stick out among the billions of social media users, you absolutely need to provide a unique customer experience. There are over 30 million small businesses in the US, give them a reason to choose yours!

If you’ve been approved for a Facebook store, you should have the capability to sell on Instagram as well. We mention this because when users browse the Instagram Explore feature, posts are personalized based on the users interests and style.

If you’ve been approved for a Facebook store, you should have the capability to sell on Instagram as well.

By using Ecwid to make your posts shoppable, you give your business even more exposure to an active audience!

How Do I Start Social Selling in My Business?

To begin you’ll need to have two (things) ready:

  • A business profile
  • Online product catalog

Related: Learn how to add your products to a Facebook Catalog

With Ecwid E-commerce, you get access to social media selling through the use of our online product catalog. Along with these two requirements, you also have to abide Facebook’s Commerce Policies.

Once you’ve setup those two items, start posting and engaging with users. Need some inspiration? Here are some social media marketing ideas:

What’s Next?

As you’ve learned, social media and social selling go hand in hand. When done right, your business is at the forefront of shoppers minds.

Ultimately, it’s about getting your products online and providing customer service. You give shoppers the ability to shop directly from social media and leave them with a memorable experience, they’ll come back wanting more.

Ready to get started? Check out our social selling integrations for Facebook and Instagram!

About the author
Lina is a content creator at Ecwid. She writes to inspire and educate readers on all things commerce. She loves to travel and runs marathons.
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