Use Of

Media In
Sales
Abhishek Kharvi 04
Bhagyashree Toraskar 12
Bhawana Upadhya 13
Prajakta Mane 23
Santosh Yadav 21
Introduction

Social media usage can benefit B2B selling, but supplier companies
are still in an early stage on this.

•The use of social media in sales is driven by the company’s

competence and customers’ engagement with social media.

•Selling companies must train executives on social media, develop a

strategy, and communicating it effectively.

•Companies should measure social media usage at the sales

organization level, and not only at the salesperson level.
 Index

 Introduction

 Important issues while using of media in sales

 Social selling challenges

 Defining Marketing Goals - Marketers face difficulties in creating social marketing

strategies that align with the goals of their business. If your goals are not well-defined, you
will find it hard to measure your marketing performance and demonstrate its value to your
stakeholders.
Social selling challenges
 Solution –
• Specific: The kind of engagement, platform, and target area should be well defined.
• Measurable: You can use the analytics of each social media platform to measure your
reach and engagement.
• Attainable: Ensure that the goal can be met by organic and paid campaigns.
• Realistic:  Set a goal that you can actually achieve in a specific time frame. Use your
past performance as a benchmark.
• Time-bound: The time frame should be well-defined to help you compute accurate
metrics.
 Social selling challenges
 Identifying the Right Platform – Proper market research is important to identify the
platforms where their target audience is active. Investing in the wrong platforms can
exhaust your budget, especially if you regularly use paid ads.
 Social selling challenges
 Solution – This is how the marketers prioritize the social platforms to invest in
 Social selling challenges
 Understanding the Target Audience - Marketers create content first and figure out
the target audience later. They have the misconception that great content converts, even
if it is not targeted. Though great content gets engagement, it might not generate leads
if it isn’t tailored to your target audience’s needs. Here, you run the risk of getting
blocked or reported if you bombard people with irrelevant content. 
 Social selling challenges
 Solution - You can use social listening tools to capture insights. You can drill down
into customer conversations around your brand, product, and niche. Understand the
consumer sentiment and pain points to shape your campaign goals and content.
 Social listening will also help you understand the “why” behind customer actions. Why
are they following a particular platform? Why did they unfollow your brand? Why is
your brand mention volume low? Use the insights you gathered to establish a personal
connection with customers and create more appealing content. 
 Social selling challenges
 Increasing Ad Cost - Ad costs are increasing and competition is stiff. It’s getting
harder to recover your investment and make a profit from paid ads. Brands with deep
pockets may prefer to buy engagement through paid ads on social media. One reason
behind this trend is the immense popularity of paid ads. With so much ad content,
marketers are finding it difficult to cut through the noise and reach their targets.

 Solution - Returns from paid ads are measurable. We need to make sure that your
advertising goals are in place before you start your ad campaign. This way, you can
find out if your campaign has fulfilled its goals. Use advanced targeting to reach
prospects who aren’t your followers.
Important Issues
• Defining Marketing Goals :- It’s surprising how many marketers
struggle with goal setting for their marketing campaigns. Marketers face
difficulties in creating social marketing strategies that align with the
goals of their business.

• Identifying the Right Platform :- The next hurdle marketers face

is in the selection of which platforms to leverage. Few marketers
research their target markets thoroughly enough to identify the
platforms where their target audience is active.

• Understanding the Target Audience:- There are many brands

that do superb business in-store but fail miserably on social. The
difference is that in brick-and-mortar stores, customers approach
brands, whereas, on social media, brands have to seek out
customers. And, do some brands have no clue how to do this.

• Declining Organic Reach and Engagement Rates :- Organic

reach on leading social platforms is plummeting. Simultaneously,
the cost of paid ads is increasing. Brands are struggling to strike a
balance between goals and budget. 

• Increasing Ad Cost :- Brands with deep pockets may prefer to

buy engagement through paid ads on social media. But even that
is becoming challenging. Ad costs are increasing and competition
is stiff. It’s getting harder to recover your investment and make a
profit from paid ads. 
 Use of Media in Sales and Selling
• Social selling is a new approach to selling that allows salespeople to laser-
target their prospecting and establish rapport through existing connections.
• Social selling — maybe you’ve heard of it, but you aren’t entirely sure what it
means.
• Think it’s the same as social media marketing? (It’s not.)
• Or maybe you think it’s basically just social media advertising?
• ( Also no. That’s something else altogether.)
• In short, social selling allows your business to zero in on business prospects
on social media and build rapport with a network of potential leads. Done
right, social selling can replace the dreaded practice of cold calling.
• If you have not yet incorporated social selling into your funnel, you’re likely
losing business to more social media savvy competitors. But once you’re
done reading this guide, you will have all the information you need to
change that.
• In this post, we: Answer the
question:
• What is social selling?
• Explain what a social selling index
is.
• Share 4 reasons your business
should care about social selling.
Social Selling
• What is social selling?
• Social selling is the practice of using a brand’s social
media channels to connect with prospects, develop a
connection with them and engage with potential leads.
The tactic can help businesses reach their sales targets.
• What is the social selling index?
• The social selling index (SSI) is a metric used to
measure the impact of a brand’s social selling efforts.
• LinkedIn first introduced the concept of the SSI back in
2014. The LinkedIn SSI combines four components to
establish a score. It looks at whether you are:
• Establishing a professional brand with a well-managed
LinkedIn profile.
• Finding the right people on the platform.
• Sharing relevant, conversation-inspiring content.
• Building and strengthening relationships.
 4 reasons your business should care about social
selling

• If you’re still not sold (see what we did there?)

on social selling, here are 4 reasons why you
should give it a try.

• 1. Social selling works

• Don’t just take our word for it. According
to LinkedIn Sales Solutions’ internal data:
• Businesses that are leaders in the social selling
space create 45% more sales opportunities
than brands with a low social selling index.
• Businesses that prioritize social selling are 51%
more likely to reach their sales quotas.
• 78% of businesses that use social selling
outsell businesses that don’t use social media.
• Social selling helps your sales team build real
relationships
• A recent Forbes article states: “87% of business
event professionals have cancelled events
because of the pandemic, and 66% postponed
events.”
• Networking and relationship-building have shifted
online due to the COVID-19 pandemic — and now
is the perfect time to prioritize social selling.
Your customers (and prospects)
are already engaged in social
buying

• In the last six months of 2020,

25% of Americans ages 18 to 34
made a purchase via social
media. India, the UK, Australia
and New Zealand all saw
approximately a third of people
ages 18 to 34 make a purchase
via social media in that same
timeframe.
Your top competitors are already social selling

• Using social selling means

staying competitive. Other
brands are active on social
media interacting with
potential customers on
popular social platforms.
According to data from
Statista: “In 2020, an
estimated 25% of e-commerce
enterprises worldwide
were planning to sell their
goods on social media.”
Case Study of Social Media
1.Mercedes Benz – Repeated, successful social media
marketing campaigns
• Mercedes Benz seem to win every time with their social media
campaigns. 
• The one that stands out to me was back in 2013 when they
created what I still believe to be one of the best Instagram
marketing campaigns to date. Mercedes wanted to reach out to
the younger audience so they hired five top Instagram
photographers to each take the wheel of a new Mercedes CLA.
Whoever got the most likes got to keep the car – so they all
really worked at it!
• By the end of the campaign, Mercedes has received:
• 87,000,000 organic Instagram impressions
• 2,000,000 Instagram likes
• 150 new marketing assets (stunning photos)
• https://youtu.be/BYQL6-3Q8LI
 2. Dove – Connecting with their target audience
• Dove’s goal is to make women feel good about themselves. They know their target market and create
content that tells a story that women can relate to.
• Dove did some research and found that 80 percent of women came across negative chatter on social
media.
• Dove’s goal was to change that and make social media a more positive experience. As a result, Dove
teamed up with Twitter and built a tool to launch the #SpeakBeautiful Effect, that breaks down which
body- related words people use the most and when negative chatter appears during the day.

• According to Dove, women were inspired by their message.

• #SpeakBeautiful was used more than 168,000 times
• Drove 800 million social media impressions of the campaign
 3. Oreo – Smart content planning and timely delivery
• Oreo is another brand that is known for their creative social media marketing. They
are consistent with their branding and manage to catch onto real time events.

• This was retweeted over 15,000 times.  Are you thinking outside the box about
your brand? Plan ahead for events coming up that you might be able to jump on to.
• It’s always a good idea to prepare content ahead of time. If you can schedule
content on a monthly basis – perfect, but if not bi-weekly is great. That way you
can check what events are coming up and plan content around them. This gives
you time for any ad hoc creative to be done, such as jumping on real-time events
like the Oreo blackout example above.