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Fast summary
- B2B buyers are more likely to trust leaders who are active on social media
- People buy into a story more than a product
- Executives sharing valuable content helps shorten sales cycles
So, what is social influence? And how can it help you advance opportunities for you and your business? We earn social influence by building a reputation as someone who offers effective solutions to industry challenges, initiates new ways of thinking and is worthy of respect and trust.
Recognised as a professional currency, social influence enables individuals to achieve goals, build stronger relationships and elevate their overall impact in the workplace.
B2B customers gather trust online
Research from Forrester reveals 82% of B2B buyers trust leaders who are active on social platforms; it’s clear social influence initiates new conversations. As we increasingly transition from a centralised to a decentralised workplace, one of the few certainties is this: it’s crucial to be actively involved in conversations which strengthen the trust and credibility people associate with you, whether it’s your opinion on a recent industry matter or your top tips on how to transform an aspect of one’s business.
Executives drive the brand
I’m sure many have heard the expression “Employees are a company’s greatest asset.” I believe this is only true when they become an empowered voice that can represent the organisation they lead and serve.
For instance, when an employee inspires customers to associate themselves with a particular brand, it becomes a key part of how people interact with each other as they go about their day; consumers actively engage with and promote the brand to improve their social status or self-image.
It’s also important to note that a LinkedIn company page doesn’t perform anywhere near as well as a personal profile. In fact, a post from a CEO has been found to earn two to three times more engagement than a post from a corporate account. People want to connect with people, not faceless brands.
Developing social influence largely stems from sharing quality content across the likes of professional social media (such as LinkedIn), blog posts, eBooks and webinars, which address the needs and interests of your ideal customer. It attracts potential buyers who actively seek information related to your product or service, where they in turn recognise you as a trusted source. In short, good content opens doors, drives referrals and shortens sales cycles.
The power of digital amplification
Traditional advertising through print and television afforded limited knowledge about who read certain magazines, who watched particular shows as well as the frequency in which advertisements reached potential customers.
Now, with the many social platforms available, brands can reach consumers daily. You can engage with potential customers who may be convinced to not only make a purchase but to also share information about the product or service with their friends, family and broader network.
Accumulating influence requires brands to compete for consumers’ attention on platforms which already have copious other companies seeking the same thing. As a result, executives who share high-quality content can be a crucial differentiator for an organisation.
Employees that amplify the brand’s digital presence can act as an “open door” in providing valuable information to prospectives, where they help them move through the sales cycle more efficiently. This then builds a loyal community who offer lifetime support.
Influence builds community, not just awareness
People buy into a story around community more than a product. As an example, look no further than any luxury retailer – how do you think they convince customers to willingly part with thousands of dollars to own a branded, luxury item?
It’s effective storytelling; the belief that becoming a part of a community will enhance one’s life and self-image.
Executives sharing valuable content builds community around your brand, encouraging interaction which can lead to referrals from loyal customers. This reduces the time they spend researching alternative solutions, where they instead invest in enhancing the reputation of your brand.
The more you develop your social influence, the greater momentum you bring to your organisation as it too grows.
So, the next time you’re passionate about something at work, think about how you can use it to drive impact. It’s the currency you need to earn more exposure, share your ideas and build better quality connections.
Let’s start now.
Photo by Sébastien Lavalaye on Unsplash
