Posted inArticle / Content Marketing / Social / Strategy

It’s Time to Position Your Team as Social Media Influencers

Article Highlights

Share the value of your B2B brand with the world by getting your leaders to use their voices on social media. In this article, explore:

  1. Why social media is an essential tool for sales 
  2. Why the best social media influencers for your brand are within your own organization 
  3. How social media builds trust and authority with prospects

B2B businesses can’t ignore it anymore. Social media is an essential tool for both sales and marketing. 

Hubspot reports that 47% of buyers view 3-5 pieces of social media content before contacting a sales rep, but many organizations have yet to fully integrate social media into their strategy. The key to success is getting team members from the C-suite and sales to use their voices to build company value. It’s time to position your team as social media influencers. 

Creating your own social media influencers will allow you to integrate your best people deeper in the sales process, differentiate your organization from the competition, and build greater trust with prospects.

Why sales needs social media

Businesses put a tremendous amount of time and resources into hiring the most talented people they can find. But, these individuals are often the company’s most under-used sales tool. 

Social media allows these “hidden talents” to be displayed outside the walls of the organization. LinkedIn State of Sales reports that 89% of top performing sales people say social media platforms are an important part of their sales strategy. Smart organizations are equipping every employee to develop their online personal brand within the company brand so they can have an authentic share of voice in the marketplace.

I know what you’re thinking, “How can our team be social media influencers?” We’re not talking about snapping selfies or making viral videos. We’re talking about growing your audience and influence online through curated, strategic content. 

For B2B businesses, being an online influencer means delivering consistent and relevant value to your social audience, growing your authority, and using social media to develop trust and relationships with your prospects and the public.

Building relationships of trust and instilling a sense of authority in your space is vital to closing more deals.

Why your team needs an authoritative social presence

Getting on a prospective customer’s radar is just the first step. Building relationships of trust and instilling a sense of authority in your space is vital to closing more deals. 

In a competitive world, you can’t afford to be silent. Social content is a major part of the attention economy. If you wait to deliver your brand value in a demo, you may not get the chance. 

Just check out Jason Levine, principal worldwide evangelist for Creative Cloud video tools at Adobe. If you have ever seen Jason speak or watched his tutorial videos, you know he is an expert and true believer when it comes to Adobe products. His personality and creativity are visible through the content he creates, and let the outside world share his passion for Adobe. 

The fact is, we prefer to do business with people we know and trust. Social media is designed to connect us and nurture relationships. Employees can connect with prospects and authentically tell your brand’s story. When salespeople and executives display their expertise and voice in the marketplace, prospects have more information to differentiate your business from competitors and a compelling reason to do business with your organization besides your product or service alone. 

Executives can share their vision and leadership philosophy with everyone, not just your internal teams. They can motivate and inspire the people they manage as well as inspire potential customers.

Why your team is a key to success

Your brand story can’t exist only on your website, and your sales pitch should not be limited to emails and demos. As a B2B business, you must go out and meet prospects where they are, delivering value and telling your story over time at multiple touchpoints. 

Social content is a dominating factor in peoples’ daily lives — now more than ever. By moving more of your organization to the front lines of social media, you get to share your expertise and brand culture with your customers and prospects and develop deeper authenticity. 

You don’t need to be a rockstar with thousands of followers to become an influencer. You just need to share your value with the world. Everyone on your team is capable of sharing curated company content and third-party industry content. Each time they do, your entire business builds authority and trust as a leader in your space.

How do you get started?

If you’re ready to embrace your role as an influencer and want to know where to start, stay tuned for part two of this article where we’ll dive into actionable tips and tools to equip and train your team. Or, contact Stoke for a social influencer strategy specific to your organization.