The analysis of the competitive context before implementing a #Corporate Social Selling strategy
For a company to make a significant impact on the LinkedIn channel for its clients, and especially for its non-clients, it is important that it first conducts a diagnosis of the competitive environment within this digital channel.
The comparison of the different digital positions of your company’s competitors will help you decide whether to develop a strategy to become the channel owner, a strategy to defend your customers in the channel, or a strategy to accelerate your presence in the digital channel since all your competitors are already effectively working this channel.
The elements to analyze to determine which #Corporate Social Selling strategy profile is most suitable for our company are as follows:
First of all, we need to analyze the LinkedIn Company Pages, and in them, analyze the level of quality with which they have built the profile, what the number of followers is and their origin, and from where the page is managed and what the frequency, quality, and theme of the content they publish is.
Secondly, it is necessary to analyze the profiles of the sales and marketing teams of your main competitors, with the aim of determining whether they are already developing the business in a structured manner through LinkedIn or if they are using it for personal promotion. Also in this section, it is necessary to assess the quality and intensity of the content they publish and the depth of their network of contacts.
Thirdly, it is necessary to assess the presence and proactivity of the C-level executives within the organization on LinkedIn and how they are communicating with their ecosystem.
The fourth element to analyze is customers and non-customers. In this phase of the analysis, we need to examine, on one hand, their density, their level of proactivity, and the content profile they publish, as this analysis will allow us to establish the best way to interact with them.
With the detailed analysis of these four aspects, we can decide which social selling strategy is most suitable to approach the LinkedIn channel with our sales team in a more impactful and efficient way.
