PPB April 2019

Social Selling On LinkedIn T he modern buyer’s journey has changed in recent years. Statistics show that today’s buyers are digitally connected and self-educating. In fact, according to SiriusDecisions, buyers complete 67 percent of their decision-making before contacting a sales rep. LinkedIn is the No. 1 social media platform for B2B sales, according to Omnicore, and with almost 600million users it has become a prime place for prospecting, business development and social selling. Social selling is the process of leveraging online platforms (like LinkedIn) and tools to attract, teach and engage targeted buyers. In the promotional products sales world, our targeted buyers typically work inmarketing, a field that uses LinkedIn heavily. Ninety-one percent of marketing executives list LinkedIn as the top place to find quality content. So, if your targeted buyer works in marketing, LinkedIn is the place to find themand engage with them. To get the most from LinkedIn for your social selling, focus on these four steps: 1 Establish a professional brand 2 Find the right people 3 Build relationships 4 Engage with insights These areas are tracked by LinkedIn on your Social Selling Index (SSI, see sidebar). Here are some ways you can see a quick increase in your SSI. Establish A Professional Brand Start by converting your LinkedIn profile from a resume to a resource. Your profile shouldn’t be about you—it should be about your prospective clients. To establish your professional brand, make sure your profile includes these: • Headline. Ditch the job title and tell people who you help and how you help them. Why this social media site needs to be part of your business development strategy. by Bill McCormick 30 | APRIL 2019 | INNOVATE