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.

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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.

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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. 

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