What’s the Difference Between Social Selling and Employee Advocacy? A Conversation With Denim Social’s Nola Morris

What’s the Difference Between Social Selling and Employee Advocacy? A Conversation With Denim Social’s Nola Morris

By Bethany Dameron
People have been promoting for years, and there have been numerous methods created to show the worth of what you must provide.
But as we now have entered the digital age all of us stay in, these gross sales strategies have additionally needed to adapt to incorporate the place most everybody spends a piece of time: social media.
People are utilizing social media identical to they’d Google or another search engine, and for those who don’t have a strong presence, new purchasers might not discover what you are promoting or service in a number of years.
But constructing a social media presence doesn’t need to really feel like a large enterprise.

You don’t need to be an knowledgeable in every part digital to foster a constant and invaluable social media presence.
We talked with Nola Morris, VP of Strategy at UpContent accomplice DenimSocial, about the variations between social promoting and worker advocacy, how the line can blur, and how each can drive significant digital relationship constructing.
Social Selling
Social promoting is utilizing social media as one other avenue to succeed in purchasers and prospects.
It’s bringing your typical in-person gross sales actions to the digital world.

Maybe you’re incessantly working into a possible consumer at your native espresso store, and you naturally get to know one another whereas standing in line. 

You get to know what they do, and they get to know what you do; you get to know each other’s households.
Maybe the two of you share a pastime!
And then subsequent yr, that potential consumer involves you and says, “Hey! I bear in mind that you’re fairly educated about enterprise financing, and I would want you to assist me with a mortgage.”
Social promoting is utilizing social media to do all of that. Coffee non-obligatory. 
“It’s primarily utilizing social media as a real gross sales instrument,” says Nola. “Social media is one big group of actual folks having actual conversations and on the lookout for actual recommendation. Joining these conversations ought to be no totally different than becoming a member of the in-person ones.”

What does Social Selling seem like?
So what does social promoting seem like?
It begins with a constant presence with thoughtfully shared content material.

You can use a mix of created and curated content material for this, and you shouldn’t overthink what you’re saying.
Personal Content
Share an image of you fishing and focus on why you like it. Or share a photograph of your loved ones at Christmas time! 
People do enterprise with you since you’re YOU. If you’d share it with them in individual, then contemplate sharing the similar on social.
Lifestyle Content
If there’s something you worth or take pleasure in doing, you possibly can share content material about that!
Maybe you come throughout an article a few new native restaurant, enjoyable issues to do in your space, or a associated (however not competing) enterprise opening. 
This kind of content material may very well be you snapping an image consuming at the new restaurant or for those who aren’t comfy letting your telephone eat first, curating an article discussing a trigger you care about or a non-business subject that issues to you and sharing it together with your ideas or opinion in the caption.

Thought Leadership Content
Thought management helps construct belief between you and your future purchasers by educating them on the components of your trade that have an effect on or matter to them.
You can write your personal, AND this is a wonderful space to curate content material from different thought leaders in your trade. 
Sharing different folks’s content material creates credibility whereas establishing what you are promoting as the go-to place for info concerning your trade. 
Your viewers isn’t all the time on the lookout for your reply, however they’re on the lookout for somebody to assist them discover the finest answer; why not be that somebody?
Employee Advocacy
Employee advocacy is social media content material targeted on showcasing the deserves of a model or firm – in addition to the collective pursuits of those that work there.
“Employee advocacy is empowering groups with content material they’ll share that speaks to what their firm is as much as. It may cowl matters equivalent to recruiting, annual reviews, DE&I, social duty, and different firm milestones,” Nola says. 

As an worker of an organization, you’re advocating that firm to your networks to coach about that firm, what it’s wish to be part of that group, why folks ought to be enthusiastic about what the firm is doing, and what open alternatives exist to hitch the group.
Employee advocacy is totally different from social promoting as a result of the goal is to extend model consciousness and fairness by the voice of a company’s workers. 
Whereas social promoting is concentrated on the improvement of a community of genuine relationships the place you might be seen as an authoritative useful resource they’ll belief when in want of providers like yours.
An Example of Employee Advocacy
Social media submit examples of worker advocacy may very well be sharing why somebody selected to work at a specific firm.
Other posts can spotlight the firm’s new inclusion efforts, job postings, or developments occurring in the trade the firm serves.
For instance, possibly you’re a high-end jewellery gross sales rep, and naturally, you’ll need to share content material about the firm you symbolize.

You would need to discuss how your diamonds are ethically sourced or about the wonderful designers on employees that create these stunning items you’re promoting.
Others inside the firm are excited to share these items additionally, no matter whether or not they have gross sales duty.
Where the Line Blurs
But there’s a tough blurry line between social promoting and worker advocacy. 
“Many instances, social promoting contains components of worker advocacy,” Nola says. 
“There are often layers of worker advocacy woven into social promoting as a result of sharing about my profession or the firm I work for is a part of my genuine story. The one I’d share if we struck up a dialog in the line at Starbucks. she says. 

Remember earlier once you had been chatting with that prospect in the espresso store?
Naturally, as soon as the dialog turns from complimenting your sweater and we discuss the place we work, you’ll inform them about your organization. So worker advocacy is a part of that. 
But it turns into social promoting once you change your focus from broadcasting a message for all to listen to to responding on to people that interact with you, start constructing a relationship by giving first earlier than asking, and function a useful resource for them once they start to battle with an issue you might be outfitted to resolve – when they’re prepared to resolve it.
Social promoting, like all sustainable gross sales methods, isn’t going to alter your pipeline in a single day. 
But by positioning themselves as a constant and trusted useful resource, those that are disciplined on this technique understand 45% extra gross sales alternatives, are 51% extra prone to hit their quota and have a 78% likelihood of outselling their friends who don’t use social media (LinkedIn Sales Solutions).
Why Both Can Power Meaningful Digital Relationship Building
In an intermediated enterprise mannequin like in the monetary providers trade, a buyer not often buys instantly from the model or the firm designing the product. 

Humans are driving enterprise on an area stage, constructing belief, deepening relationships, and guiding you in your determination. 
You know them, like them, and belief them, which makes you need to work with them – and they with you. 
Part of how one can start constructing these relationships is by sharing extra about the deserves of the firm you’re employed for and the developments taking place in your trade that may be invaluable for others to know. 
Let’s say you’re a mortgage lender simply beginning to actively use social media as a social promoting instrument.
You can start by posting about your organization and about modifications in how owners ought to take into consideration their mortgages. 
These are nice items to share when beginning this “intentional” journey as showcasing your affiliation with an organization that may ship on their wants in addition to your data of their challenges and considerations is the basis of social promoting.

Your followers will see you writing or sharing about your organization, and they’ll assume, “Oh, this individual actually loves the firm they’re writing mortgages below. They should love what they do.” 
They will begin seeing you share about your loved ones occurring trip, sprinkled in with posts on how excited you had been to assist that latest couple refinance their mortgage so they might leverage their dwelling’s fairness, and curated articles on mortgage charges in the altering market and how to consider their affect on their present state of affairs. 
This is all a part of the social promoting journey as a result of that may be taking place in actual life for those who had been to have this dialogue in individual. 
Your finest conversations with potential purchasers embody way over simply mortgage charges and mortgage choices – so guarantee your digital presence displays the similar. 
In the content material advertising and marketing world, the mixing of promotional, life-style, and thought management content material – in addition to that which was created by your group and others, known as a content material combine, and it’s confirmed to be 2X more practical than created content material alone. 
“Social promoting and worker advocacy are ways to assist construct relationships. Employee Advocacy ends with the viewers higher understanding your organization and those who work there. Social Selling takes this a step additional to construct belief in a method that drives income.” says Nola.

Next Steps for Your Social Selling and Employee Advocacy Journey
Consistently sharing invaluable info is important for guaranteeing success, notably in the digital world.
But discovering and distributing this info doesn’t need to be exhausting or tough..
Quickly sharing one thing private or a chunk of related curated content material can beef up your social media presence and hold your title in the entrance of individuals’s minds as the go-to for info.
Check out these associated articles!
Why Your Social Selling Strategy Isn’t Working, and How You Can Fix It
Use Curated Content In Your Newsletter 
Three Types of Content to Send To Your Team Via Internal Message Threads

The views and opinions expressed herein are the views and opinions of the writer and don’t essentially replicate these of Nasdaq, Inc.


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