Social Media Marketing vs. Social Media Selling » Succeed As Your Own Boss

The terms “social media marketing” and “social media selling” are often used interchangeably, leading to confusion among small businesses looking to leverage social platforms to grow their brand and boost sales. While both are crucial components of a comprehensive social media strategy, they serve distinct purposes and require different approaches. Understanding the key differences between social media marketing and social media selling is essential for any business looking to maximize its online presence and drive sales.

To start, it’s important to clearly define social media marketing and social media selling.

• Social Media Marketing refers to the process of promoting a product, service, or brand through social media platforms. It encompasses a broad range of activities including content creation, audience engagement, and brand management. The goal of social media marketing is to build brand awareness, generate leads, and foster relationships with customers.
• Social Media Selling (often referred to as social selling) is a more direct approach that focuses on leveraging social networks to build relationships with potential customers with the intent of driving sales. It involves identifying potential leads, engaging with them on a one-to-one basis, and guiding them through the sales funnel.

While both practices utilize social media platforms, they differ significantly in their objectives, strategies, and outcomes.

1. Objectives and Goals

The primary difference between social media marketing and social media selling lies in their respective goals.

• Social Media Marketing Goals:

  • Brand Awareness: One of the primary objectives of social media marketing is to increase the visibility of a brand. This is achieved through consistent and strategic content that resonates with the target audience.
  • Engagement: Engaging with followers through likes, comments, shares, and direct messages helps build a community around the brand.
  • Lead Generation: While not as direct as social selling, social media marketing aims to generate interest in a brand’s products or services, which can later be converted into sales.
  • Customer Loyalty: By maintaining an active presence on social media, brands can foster loyalty among their existing customers, encouraging repeat business.

• Social Media Selling Goals:

  • Lead Conversion: The main goal of social selling is to convert leads into paying customers. This is done through personalized interactions that address the specific needs and pain points of potential buyers.
  • Sales Growth: Social selling is directly tied to the sales performance of a business. Every interaction is geared towards moving the prospect closer to making a purchase.
  • Building Relationships: Unlike traditional selling methods, social selling focuses on building long-term relationships with customers rather than just closing deals. The emphasis is on trust and value creation, which can lead to repeat business and referrals.

2. Strategies and Tactics

Given their different objectives, social media marketing and social media selling employ distinct strategies and tactics.

• Social Media Marketing Strategies:

  • Content Creation: Content is the backbone of any social media marketing strategy. This includes blog posts, videos, infographics, and social media posts that provide value to the audience and align with the brand’s messaging.
  • Advertising: Paid advertising on platforms like Facebook, Instagram, and LinkedIn allows brands to target specific demographics and reach a broader audience. This can be used to promote products, services, or even brand campaigns.
  • Influencer Partnerships: Collaborating with influencers who have a large following can help brands reach new audiences and build credibility.
  • Community Management: Engaging with the audience by responding to comments, hosting Q&A sessions, and creating discussion groups helps foster a sense of community around the brand.

• Social Media Selling Strategies:

  • Social Listening: Social selling starts with listening. By monitoring social media platforms for conversations related to their industry or product, businesses can identify potential leads and understand their needs.
  • Personalized Engagement: Unlike the broader engagement in social media marketing, social selling involves reaching out to potential customers with personalized messages that address their specific pain points.
  • Relationship Building: Social selling is about nurturing relationships over time. Salespeople often share relevant content, provide insights, and offer solutions to build trust with their prospects.
  • Direct Outreach: Sales professionals use direct messaging tools on platforms like LinkedIn or Twitter to connect with prospects. This outreach is often more personalized and targeted than traditional marketing efforts.

3. Tools and Platforms

Both social media marketing and social media selling make use of various tools and platforms, but they often employ them in different ways.

• Social Media Marketing Tools:

  • Content Management Systems (CMS): Tools like WordPress, HubSpot, or Buffer help marketers create, schedule, and manage content across multiple platforms.
  • Analytics Tools: Platforms like Google Analytics, Sprout Social, and Hootsuite provide insights into how social media campaigns are performing, allowing marketers to adjust their strategies accordingly.
  • Advertising Platforms: Social media ad platforms such as Facebook Ads Manager, Twitter Ads, and LinkedIn Campaign Manager are used to create and manage paid campaigns.

• Social Media Selling Tools:

  • Customer Relationship Management (CRM) Systems: Tools like Salesforce, HubSpot CRM, and LinkedIn Sales Navigator help sales teams manage their leads and track interactions with potential customers.
  • Social Listening Tools: Tools like Brandwatch, Mention, and Hootsuite Insights allow salespeople to monitor social media conversations and identify potential leads.
  • Messaging Platforms: Direct messaging tools within social platforms (LinkedIn InMail, Twitter DMs) are crucial for personalized outreach.

4. Measurement and KPIs

The success of social media marketing and social media selling is measured by different Key Performance Indicators (KPIs).

• Social Media Marketing KPIs:

  • Engagement Rate: The level of interaction (likes, comments, shares) with the content shared on social media platforms.
  • Reach and Impressions: The number of people who see the brand’s content and how often they see it.
  • Website Traffic: The amount of traffic driven to a brand’s website from social media platforms.
  • Lead Generation: The number of new leads generated through social media activities, such as sign-ups or inquiries.

• Social Media Selling KPIs:

  • Conversion Rate: The percentage of social media leads that convert into customers.
  • Sales Revenue: The total revenue generated from sales attributed to social media efforts.
  • Lead Response Time: How quickly sales professionals respond to leads generated through social media.
  • Customer Lifetime Value (CLV): The total value a customer brings to the business over the course of their relationship, often influenced by the quality of the relationship built through social selling.

5. Audience Interaction

Another key difference between social media marketing and social media selling is how each approach interacts with the audience.

• Social Media Marketing:

  • Broad Audience Interaction: Social media marketing often targets a wider audience, aiming to attract a large number of followers and fans. The interaction is typically one-to-many, with the brand broadcasting its message to a broad audience.
  • Content-Driven Engagement: Interaction is primarily driven by the content shared by the brand. Whether it’s a blog post, a video, or a social media update, the goal is to engage the audience through compelling content.

• Social Media Selling:

  • Targeted Interaction: Social selling focuses on one-to-one interactions with potential buyers. The audience is usually smaller but more targeted, consisting of leads who have shown interest in the brand or its products.
  • Relationship-Driven Engagement: Engagement in social selling is more personal and relationship-driven. Salespeople interact directly with leads, addressing their specific needs and building trust over time.

6. Integration with Other Business Functions

Both social media marketing and social media selling are part of a broader business strategy, but they integrate with other functions in different ways.

• Social Media Marketing Integration:

  • Marketing and Branding: Social media marketing is closely integrated with the overall marketing and branding strategy of a business. It works in tandem with other marketing channels like email marketing, SEO, and content marketing to create a cohesive brand experience.
  • Customer Service: Social media marketing often overlaps with customer service, as brands use their social platforms to respond to customer inquiries and resolve issues.

• Social Media Selling Integration:
  • Sales and Business Development: Social selling is directly integrated with the sales function of a business. It complements traditional sales tactics and helps sales teams reach prospects who may not be accessible through other channels.
  • Account Management: In businesses with account-based strategies, social selling plays a key role in nurturing relationships with key accounts and identifying opportunities for upselling or cross-selling.

7. Challenges and Considerations

While both social media marketing and social media selling offer significant benefits, they also come with their own set of challenges.

• Social Media Marketing Challenges:

  • Content Overload: With the vast amount of content being shared on social media, it can be challenging for brands to stand out and capture the audience’s attention.
  • Algorithm Changes: Social media platforms frequently update their algorithms, which can impact the visibility of a brand’s content.
  • Measuring ROI: While engagement metrics are easy to track, measuring the direct impact of social media marketing on revenue can be difficult.

• Social Media Selling Challenges:

  • Building Trust: Establishing trust in a digital environment can be challenging, especially with the rise of scams and spam on social media platforms.
  • Time-Intensive: Social selling requires consistent and personalized engagement, which can be time-consuming for sales teams.
  • Balancing Automation: While automation tools can help manage social selling activities, it’s important to strike a balance to avoid losing the personal touch that is crucial in social selling.

While social media marketing and social media selling both play vital roles in a company’s social media strategy, they serve different purposes and require distinct approaches. Social media marketing is focused on building brand awareness, engaging a broad audience, and generating leads through content-driven strategies. In contrast, social media selling is more targeted, focusing on converting leads into customers through personalized, relationship-driven interactions.

For businesses looking to succeed in the digital age, it’s essential to understand these differences and integrate both social media marketing and social media selling into their overall strategy. By doing so, they can effectively leverage the power of social media to not only grow their brand but also drive sales and build lasting customer relationships.