Social media has evolved from a platform for connecting with friends and family to a powerful tool for businesses to reach and engage with their target audience. Social selling, in particular, has emerged as a highly effective strategy for driving sales and building brand loyalty. This article explores the concept of social selling, providing a comprehensive guide on how to sell on social media effectively.
What is social selling?
Social selling is, as the name suggests, a way to sell products or services via social networks like Facebook, Instagram, LinkedIn or TikTok. But what makes it different from other forms of selling, like phone calls, emails or ads?
Very simply, social selling is about selling via social channels, often using a more conversational tone of voice, style and more personal approach than you might use in other forms of communication. Selling on social media can encourage a more personal and authentic connection than other conventional advertising or sales activities.
You might ask "what's the difference between selling my business on social media and just promoting business on social media?" It's a great question, and the lines are blurry. Social selling is arguably more actionable, giving your customers an opportunity to buy through social networks.
Social selling begins with ‘social listening’ – the process of working out who you’re trying to sell to and what your audience is talking about, and what topics they’re interested in. This approach creates a one-on-one experience. A well-maintained online connection can ultimately lead to more in-depth interactions and, ideally, successful deals.
Remember, social selling – just like nurturing leads and fostering relationships in real life – requires time, thought and genuine interest in the needs of the customer. Social selling works best when you prioritise quality over quantity.
Why you should leverage social selling
Social selling offers a powerful way to connect with potential customers, build relationships, and drive sales in a more organic and authentic way. Unlike traditional advertising or cold calling, social selling focuses on building trust and rapport through meaningful interactions and valuable content.
By engaging with your target audience on social media, sharing relevant information, and participating in industry conversations, you can position yourself as a trusted advisor and thought leader. This helps you build credibility and establish your brand as a go-to resource in your industry.
Social selling can also help you identify and nurture leads more effectively. By monitoring social media conversations and engaging with potential customers, you can gain valuable insights into their needs and preferences. This allows you to tailor your sales approach and provide personalised solutions that resonate with their specific requirements.
How to choose the right social network to sell on
Not all social media platforms are created equal when it comes to social selling. Choosing the right network to focus your efforts on is crucial for reaching your target audience and achieving your sales goals.
Consider the following factors when selecting a social network for social selling:
Your target audience: Where do your ideal customers spend their time online? Which platforms do they use most frequently?
Your industry: Are there specific social networks that are popular within your industry or niche?
Your resources: Do you have the time and resources to effectively manage a presence on multiple social networks?
How to sell on social media in Ireland
1. Find your target audience
You want to be messaging and sending content to the right people – not just firing social posts into the world without rhyme or reason. So, first, you need to work out who you’re selling to. There’s a good chance you already know who your customers are, but finding them online is a different task. Here are three steps you can take to identify your target market:
Know your customers: Before creating a marketing strategy, it's essential to understand your potential customers. This includes analysing their demographics, psychographics, geographics, and behaviour (more on these below). The goal is to use data and feedback to identify the type of customer most likely to buy from you.
Work out the size of your target audience: Market sizing involves determining the total number of potential buyers for your product or service. By breaking this down into your specific target market, you can estimate the potential demand within that niche and assess the worth of focusing on it.
Segment: Segmenting your target market into more granular categories allows you to gain deeper insights into your customers' needs and preferences. For example, you may wish to segment customers into age categories, as they may not be interested in the same topics.
That said, here are four ways to segment your audience:
Demographic segmentation: Age, gender, income.
Psychographic segmentation: Hobbies, life goals, values.
Geographic segmentation: Time zone, climate and season, and cultural preferences.
- Behavioural segmentation: Brand interactions, brand loyalty, product ratings.
2. Identify which social platforms to be on
It’s important not to overstretch yourself on lots of social media channels just for the sake of it. Research the platforms and identify which ones match your target audience and your marketing goals.
In Ireland, social media usage is high, with the average person spending 1 hour and 56 minutes daily on social media1. Facebook is the most popular platform, followed by Instagram and YouTube. However, the usage patterns and demographics vary across different platforms:
Facebook: While still the most popular platform overall, Facebook’s user base is ageing, with younger demographics shifting towards platforms like Instagram and TikTok.
Instagram: Instagram is particularly popular among younger audiences and is often used for visual content and product discovery.
LinkedIn: LinkedIn is the primary platform for professional networking and B2B interactions.
TikTok: TikTok has experienced explosive growth, particularly among younger demographics, and is known for its short-form video content and trends.
Twitter/X: While Twitter/X remains a platform for news and discussions, its recent changes have led to some uncertainty about its future direction.
The key question to ask yourself is, “Where is my audience most active?”. When managing social media, consider your available resources. It's a time-consuming commitment, so allocate your resources wisely. If you have only one person with five hours a week, limit your channels to one or two. With a full-time person, you can handle more. Be cautious, as social media can consume all your time. Before adding new channels, ensure you have the necessary resources. Also, tailor your content for each platform and avoid duplicating messages. Read our complete guide to choosing your social platforms here.
3. Know that content is king...
According to the Content Marketing Institute’s 2025 B2B Benchmarks, Budgets, and Trends report2, a significant number of B2B marketers (45%) lack a scalable model for content creation. This suggests that many businesses struggle to produce a consistent flow of high-quality content that can effectively engage their audience and achieve their marketing goals.
However, creating valuable content is essential for social selling success. Develop a documented content strategy that balances promotional content with informative and engaging posts that resonate with your target audience. A well-planned content calendar3 and defined content pillars can help you streamline your content creation process and ensure a consistent flow of valuable information for your audience.
4. ...And video is queen
Video has become a dominant force in social media, captivating audiences and driving engagement like no other content format. A recent report shows that over 54% of marketers consider video to be the most valuable content type for achieving social media marketing goals4. Yet, despite its effectiveness, video remains surprisingly underutilised. Across major platforms like Facebook, Instagram, and Twitter, video content comprises only a small fraction of the overall content mix5.
This presents a significant opportunity for businesses to leverage the power of video to stand out from the crowd. Studies show that 87% of companies report a direct positive impact on sales from their video marketing efforts6.
If you haven’t already embraced video, now is the time to start. Whether it’s short, engaging product demos, behind-the-scenes glimpses of your business, or customer testimonials, there are countless ways to leverage video to connect with your audience and drive conversions.
This trend is particularly relevant in Ireland, where video consumption is steadily increasing. The average Irish person now spends over 1 hour and 56 minutes daily on social media7, highlighting the growing appetite for this medium.
5. Engage in conversations
Just posting is not enough on social media. You need to engage your target audience in conversation and debate. The hard sell probably isn’t the best approach, certainly not at first.
Actively managing your social media community can significantly boost your brand visibility and awareness. It enables you to reach a massive online audience and spread the word about your brand. Engaging with your followers through likes, comments, shares, and shoutouts can help you not only get your name out there but also foster a positive brand image.
By consistently delivering social media content, listening to your community's feedback, and being there for your followers, you'll create a tribe of loyal customers, ultimately cultivating loyalty and advocacy. The best part is that loyal customers become your biggest advocates, who refer your brand to other buyers, thereby improving your bottom line.
6. Share UGC
In today’s smartphone-led world, everyone has a video camera in their pocket. TikTok, YouTube, and other platforms have proven that user-generated content (UGC) is a big deal. The impact of UGC is particularly strong in Ireland, where consumers highly value authenticity and personal recommendations. Research indicates that 59% of Irish consumers trust online reviews8 as much as personal recommendations from friends and family. The influencer marketing sector in Ireland is also booming and is projected to reach US$74.51 million in 20249.
This presents a significant opportunity for businesses in Ireland to leverage UGC and influencer marketing to build trust and credibility. By featuring customer testimonials, showcasing user-generated product photos or videos, or partnering with influencers to create authentic content, brands can tap into this trend and strengthen their connection with their target audience.
7. Stay ahead of the trends
Social media is constantly changing, and it is therefore important to stay up to date with these changes to adapt your social media strategy. Should you be on Threads? Is Instagram still where your audience is hanging out? Is X (formerly Twitter) still worthwhile? And what’s the etiquette on each social network?
Each social media platform has its own unique characteristics and user base, requiring a tailored approach to social selling. Here are some platform-specific tips:
Facebook: Utilise Facebook Shops to create a storefront and showcase your products. Engage with your audience through live videos, interactive polls, and targeted ads.
Instagram: Use Instagram Shopping to tag products in your posts and stories. This allows users to make purchases seamlessly within the app. Collaborate with influencers and use visually appealing content to capture attention.
LinkedIn: Build your professional network and establish thought leadership by sharing industry insights and engaging in relevant discussions. Utilise LinkedIn's lead generation tools and direct messaging features to connect with potential clients.
TikTok: Embrace short-form video content to showcase your products in a creative and engaging way. Utilise trending hashtags and sounds to increase visibility and reach a wider audience.
Threads: This emerging platform offers a more intimate and conversational space for engaging your audience. Share behind-the-scenes content, host Q&A sessions, and build a community around your brand.
8. Try social commerce integration
Social commerce is a powerful strategy that allows businesses to sell products or services directly through social media platforms. By integrating e-commerce functions into your social media presence, you can create a seamless and convenient shopping experience for your customers.
Popular social media platforms like Facebook, Instagram, and Pinterest offer various social commerce features, such as shoppable posts, product catalogues, and integrated checkout processes. This allows customers to discover, evaluate, and purchase products without leaving the platform.
By leveraging social commerce, you can tap into the engaged user base of social media platforms and provide a more interactive and personalised shopping experience. This can lead to increased brand awareness, higher conversion rates, and stronger customer relationships.
9. Optimise for mobile
Optimising your social selling efforts for mobile devices is crucial in today's mobile-first world. With most social media users accessing platforms through their smartphones, ensuring your content and shopping experience are mobile-friendly is essential for reaching and engaging your target audience.
This involves creating mobile-optimised content, such as videos and images, that is easily viewable on smaller screens and ensuring your website and online store are responsive and user-friendly on mobile devices. A seamless mobile experience can significantly impact your conversion rates and customer satisfaction.
10. Seriously consider paid advertising
While organic social content is great for building brand awareness and engagement, paid advertising can amplify your reach and drive conversions. Most social media platforms offer various advertising options, allowing you to target specific demographics, interests, and behaviours.
By investing in paid social media advertising, you can reach a wider audience, increase brand visibility, and promote your products or services to potential customers who are most likely to be interested in them. Effective paid advertising campaigns can complement your organic social selling efforts and increase sales.
In Ireland, social media advertising spending is on the rise, with businesses recognising its potential to reach and engage with their target audience. In 2023, Irish businesses spent an estimated €446 million on social media advertising10, and this figure is projected to grow in the coming years.
It's time to start selling on social media
Social selling offers a powerful avenue for businesses to connect with their target audience, build relationships, and drive sales in a more authentic and engaging way. By implementing the tips and strategies outlined in this guide, you can harness the power of social media to achieve your business goals and thrive in the digital age.
Remember, social selling is an ongoing process that requires consistent effort, adaptation, and a genuine desire to connect with your audience. By prioritising quality over quantity and building meaningful relationships, you can unlock the full potential of social selling and achieve lasting success.
Want to know more about using social media to promote and sell your brand? Read our guide to making the most of your social strategy.
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