Inform, convince and engage. These are the main objectives of Social Selling, a technique that involves using social networks to contact and interact with potential customers.

"It is not a system of online sales, but a direct way to reach people who use digital platforms to find information, compare products and even recommend them," said Andrés Silva Arancibia, director and founder of 13Redes. helps companies to position themselves in the digital market.

Lee: Social networks go against harassment and suicide

During his participation in EMMS 2017, an online marketing event organized by Doppler, an email marketing firm, Silva said that more and more people are using mobile technologies to share their doubts and valuations with a virtual community.

In Mexico alone, 61% of Internet users said they followed a brand on social networks, mainly on Facebook. While seven in 10 compares prices on the internet and reviews reviews before purchasing a product or service, according to Kantar Millward Brown's 'Media Consumption and Devices' study.

A new market

These types of customers are known as 'linkers' and are characterized by being hyperconnected, ambitious and require that the brand respond to their comments so quickly with them generate the content.

"If something has changed in the marketing is the user, the new generations were born in a multi-product world, they are accustomed to the brands that consent. They love personalization, they compare prices, they are impatient and, if something causes them discomfort, they do not hesitate to present their point of view, "Silva said.

In case you did not see it: Four risks of publishing your data in social networks

For this reason, the social media marketing expert offered seven 'Social Selling' recommendations to conquer the 'linkers' and sell more:

1. Identify one or more objectives. The dispersion damages, assured the expert and recommended focusing on a single goal that is measurable and achievable.

2. Choose the right social networks. Usually companies decide on what platform to be after looking at the competition, but it does not always do the right thing. Silva advises to study potential clients to penetrate the networks where they are present and ensure online positioning.

3. Strengthen the connections of your brand in the network. It is achieved when the company is able to assume the immediacy of social networks. Customers want a quick response when they need guidance or have a complaint. Being on these platforms online is not a fashion, but a responsibility.

4. Create original, relevant and timely content. The way to present the products or services should be creative and innovative enough to attract the attention of the consumer and convince him to make a purchase.

5. Monitor who shares your content and influence. Companies often focus on people who complain and make complaints, but they forget about individuals who not only speak well of the brand, but have the potential to position it among their group of followers.

6. Take care of managing recommendations to gain reputation online. On the internet, 70% of sales are achieved thanks to the suggestions of other Internet users, who take pictures of the products, generate content on them and share it with their digital community.

7. Rank yourself as an online authority based on reputation. The digital positioning is achieved according to the level of reputation achieved in the previous point. In a world so hyperconnected, this is paramount for brands.

We recommend you:

Violence and fake news: what is happening in social networks?