--- title: Using Social Media to Convert Leads to Sales description: B2B sales have shifted as tech gives buyers control. Learn how to leverage social media to attract and convert new prospects into customers. image: https://market.grantmarketing.com/hubfs/manufacturing-computer.jpg --- Menu ** [![Grant Marketing](https://market.grantmarketing.com/hs-fs/hubfs/Logos/gm-new-logo.png?width=264&name=gm-new-logo.png "Grant Marketing")](https://www.grantmarketing.com/) [* *](tel:8573053382) [* *](https://market.grantmarketing.com/contact-us) ## Grant Marketing Blog # [Using Social Media to Convert Leads to Sales](https://market.grantmarketing.com/blog/using-social-media-to-convert-leads-to-sales) Posted by [Adele Pollis](https://market.grantmarketing.com/blog/author/adele-pollis) on Mar 12, 2019 5:3PM **Does Social “Selling” Really Work?** The dynamics of B2B selling have changed dramatically from the days when the sales person controlled the sales process. Technology has put the buyer in the driver’s seat, with the ability to access a wealth of information and data about a product or service they are interested in. ![manufacturing-computer](https://market.grantmarketing.com/hs-fs/hubfs/manufacturing-computer.jpg?width=375&name=manufacturing-computer.jpg)Not only are buyers driving the sales process, they want to engage with companies through highly personalized content that addresses their pain points. Just as buyers leverage technology, sales professionals use it to gain a competitive edge. Nearly three-quarters of sales professionals (73%) use sales technology to close more deals, with top sales performers using networking platforms to help close deals at a 51% higher rate than their peers.[[i]](https://market.grantmarketing.com/blog/using-social-media-to-convert-leads-to-sales#_edn1) **Connect on a Personal Level** Given that 71% of buyers conduct research prior to talking to a prospective supplier[[ii]](https://market.grantmarketing.com/blog/using-social-media-to-convert-leads-to-sales#_edn2), social selling is invaluable in connecting with prospects on a more personal level and building rapport. LinkedIn’s Social Selling Index (SSI), which ranks the use of LinkedIn as a social selling tool, is based upon creating a strong brand, identifying and engaging the right prospects, and building lasting relationships. Social selling has been found to be highly effective, with “90% of top sales people use social selling tools, compared to 71% of sales people in general.”[[iii]](https://market.grantmarketing.com/blog/using-social-media-to-convert-leads-to-sales#_edn3) As each sales person is unique in how they engage with, and relate to, customers, it is important that they develop their own personal brand. A personal brand should align closely with the corporate brand and be communicated consistently throughout all social media channels. **Social Media Influences Buying Decisions** Social selling is a low-key way to engage with prospects. It allows companies to meet prospects where they are and provide answers throughout the buyer’s journey. A recent study found that social media influenced a purchasing decision among 92% of buyers within the last year.[[iv]](https://market.grantmarketing.com/blog/using-social-media-to-convert-leads-to-sales#_edn4) ![laptop-phone](https://market.grantmarketing.com/hs-fs/hubfs/laptop-phone.jpg?width=300&name=laptop-phone.jpg)Companies are increasingly recognizing the importance of social media’s influence on the buying process, with nearly 49% of sales people spending three to 10 hours per week using social selling tools.[[v]](https://market.grantmarketing.com/blog/using-social-media-to-convert-leads-to-sales#_edn5) Social selling builds upon a strong brand presence and inbound marketing program, enabling companies to talk with prospects in a less formal “salesy” manner. Communicating to prospects via social media platforms also builds credibility and trust. Just as old-fashioned referrals are a great source of qualified leads, recommendations from peers on social media networks help companies gain traction, separating them from the competition. [Grant Marketing ](https://www.grantmarketing.com/)can help you develop a social selling strategy—encompassing a compelling corporate/personal brand proposition, interactive website, and engaging campaigns and content—to convert leads into solid prospects, and ultimately, loyal customers. [Contact us](https://market.grantmarketing.com/contact-us) today to get the conversation started. [![Contact Us](https://no-cache.hubspot.com/cta/default/381132/2fc4b6f2-6803-4f6d-9a18-4ddf23a15584.png)](https://cta-redirect.hubspot.com/cta/redirect/381132/2fc4b6f2-6803-4f6d-9a18-4ddf23a15584) [[i]](https://market.grantmarketing.com/blog/using-social-media-to-convert-leads-to-sales#_ednref1) LinkedIn State of Sales 2018 [[ii]](https://market.grantmarketing.com/blog/using-social-media-to-convert-leads-to-sales#_ednref2) Demand Gen *2017 B2B Buyers Survey Report* [[iii]](https://market.grantmarketing.com/blog/using-social-media-to-convert-leads-to-sales#_ednref3) LinkedIn State of Sales 2016 [[iv]](https://market.grantmarketing.com/blog/using-social-media-to-convert-leads-to-sales#_ednref4) “Strategic Social Media Is Essential for Driving B2B Sales”, *Forbes*, March 22, 2018 [[v]](https://market.grantmarketing.com/blog/using-social-media-to-convert-leads-to-sales#_ednref5) LinkedIn State of Sales 2016 Topics: [B2B Marketing](https://market.grantmarketing.com/blog/topic/b2b-marketing), [Social Media](https://market.grantmarketing.com/blog/topic/social-media), [Inbound Marketing Strategy](https://market.grantmarketing.com/blog/topic/inbound-marketing-strategy), [LinkedIn marketing](https://market.grantmarketing.com/blog/topic/linkedin-marketing), [Social Media Marketing](https://market.grantmarketing.com/blog/topic/social-media-marketing) ### Subscribe to Grant Marketing Blog Notifications ### Recent Posts ### Posts by Topic - [B2B Marketing (57)](https://market.grantmarketing.com/blog/topic/b2b-marketing) - [Industrial Marketing (42)](https://market.grantmarketing.com/blog/topic/industrial-marketing) - [Marketing for Manufacturers (32)](https://market.grantmarketing.com/blog/topic/marketing-for-manufacturers) - [B2B Manufacturers (28)](https://market.grantmarketing.com/blog/topic/b2b-manufacturers) - [B2B marketing strategy (26)](https://market.grantmarketing.com/blog/topic/b2b-marketing-strategy) - [Branding (26)](https://market.grantmarketing.com/blog/topic/branding) - [Inbound Marketing (26)](https://market.grantmarketing.com/blog/topic/inbound-marketing) - [B2B Branding (25)](https://market.grantmarketing.com/blog/topic/b2b-branding) - [Industrial Marketing Strategy (22)](https://market.grantmarketing.com/blog/topic/industrial-marketing-strategy) - [B2B Inbound Marketing (20)](https://market.grantmarketing.com/blog/topic/b2b-inbound-marketing) - [Industrial Manufacturers (20)](https://market.grantmarketing.com/blog/topic/industrial-manufacturers) - [Brand Strategy (18)](https://market.grantmarketing.com/blog/topic/brand-strategy) - [Industrial Branding (17)](https://market.grantmarketing.com/blog/topic/industrial-branding) - [brand development (17)](https://market.grantmarketing.com/blog/topic/brand-development) - [AI (16)](https://market.grantmarketing.com/blog/topic/ai) - [Inbound Marketing Strategy (16)](https://market.grantmarketing.com/blog/topic/inbound-marketing-strategy) - [Content Marketing (15)](https://market.grantmarketing.com/blog/topic/content-marketing) - [Content Marketing Strategy (12)](https://market.grantmarketing.com/blog/topic/content-marketing-strategy) - [Industrial Manufacturing Companies (12)](https://market.grantmarketing.com/blog/topic/industrial-manufacturing-companies) - [Industrial Content Marketing (10)](https://market.grantmarketing.com/blog/topic/industrial-content-marketing) - [Brand Loyalty (9)](https://market.grantmarketing.com/blog/topic/brand-loyalty) - [Inbound Marketing ROI (9)](https://market.grantmarketing.com/blog/topic/inbound-marketing-roi) - [brand development process (9)](https://market.grantmarketing.com/blog/topic/brand-development-process) - [B2B marketing agency (8)](https://market.grantmarketing.com/blog/topic/b2b-marketing-agency) - [Covid-19 (8)](https://market.grantmarketing.com/blog/topic/covid-19) - [Social Media (8)](https://market.grantmarketing.com/blog/topic/social-media) - [Content Marketing Plan (7)](https://market.grantmarketing.com/blog/topic/content-marketing-plan) - [Inbound Marketing Assessment (7)](https://market.grantmarketing.com/blog/topic/inbound-marketing-assessment) - [brand development strategy (7)](https://market.grantmarketing.com/blog/topic/brand-development-strategy) - [Brand Consulting (6)](https://market.grantmarketing.com/blog/topic/brand-consulting) - [Brand strategist (6)](https://market.grantmarketing.com/blog/topic/brand-strategist) - [Growth-Driven Design (6)](https://market.grantmarketing.com/blog/topic/growth-driven-design) - [Sales Enablement (6)](https://market.grantmarketing.com/blog/topic/sales-enablement) - [Website Optimization (6)](https://market.grantmarketing.com/blog/topic/website-optimization) - [rebrand (6)](https://market.grantmarketing.com/blog/topic/rebrand) - [AI-Forward B2B Industrial Marketing (5)](https://market.grantmarketing.com/blog/topic/ai-forward-b2b-industrial-marketing) - [Artificial Intelligence (5)](https://market.grantmarketing.com/blog/topic/artificial-intelligence) - [Brand Consultant (5)](https://market.grantmarketing.com/blog/topic/brand-consultant) - [Content Marketing Agency (5)](https://market.grantmarketing.com/blog/topic/content-marketing-agency) - [Marketing Automation (5)](https://market.grantmarketing.com/blog/topic/marketing-automation) - [Marketing ROI (5)](https://market.grantmarketing.com/blog/topic/marketing-roi) - [Marketing Software (5)](https://market.grantmarketing.com/blog/topic/marketing-software) - [Sales Enablement Strategy (5)](https://market.grantmarketing.com/blog/topic/sales-enablement-strategy) - [brand message (5)](https://market.grantmarketing.com/blog/topic/brand-message) - [brand promise (5)](https://market.grantmarketing.com/blog/topic/brand-promise) - [inbound marketing agency (5)](https://market.grantmarketing.com/blog/topic/inbound-marketing-agency) - [AI Marketing for Industrial Manufacturers (4)](https://market.grantmarketing.com/blog/topic/ai-marketing-for-industrial-manufacturers) - [Boston marketing agency (4)](https://market.grantmarketing.com/blog/topic/boston-marketing-agency) - [Brand Management (4)](https://market.grantmarketing.com/blog/topic/brand-management) - [Business Development Marketing Strategies (4)](https://market.grantmarketing.com/blog/topic/business-development-marketing-strategies) - [Coronavirus (4)](https://market.grantmarketing.com/blog/topic/coronavirus) - [LinkedIn marketing (4)](https://market.grantmarketing.com/blog/topic/linkedin-marketing) - [Marketing, Sales, and Service (4)](https://market.grantmarketing.com/blog/topic/marketing-sales-and-service) - [Sales Enablement Tools (4)](https://market.grantmarketing.com/blog/topic/sales-enablement-tools) - [Social Media Marketing (4)](https://market.grantmarketing.com/blog/topic/social-media-marketing) - [Website Assessment (4)](https://market.grantmarketing.com/blog/topic/website-assessment) - [brand essence (4)](https://market.grantmarketing.com/blog/topic/brand-essence) - [ABM (3)](https://market.grantmarketing.com/blog/topic/abm) - [AI-Integrated Boston-Based B2B Marketing Agency (3)](https://market.grantmarketing.com/blog/topic/ai-integrated-boston-based-b2b-marketing-agency) - [Account-Based Marketing (3)](https://market.grantmarketing.com/blog/topic/account-based-marketing) - [B2B buyer journey (3)](https://market.grantmarketing.com/blog/topic/b2b-buyer-journey) - [Brand Ambassador (3)](https://market.grantmarketing.com/blog/topic/brand-ambassador) - [Buyer Personas (3)](https://market.grantmarketing.com/blog/topic/buyer-personas) - [Content Marketing Services (3)](https://market.grantmarketing.com/blog/topic/content-marketing-services) - [Content Marketing Workshops (3)](https://market.grantmarketing.com/blog/topic/content-marketing-workshops) - [DIY Inbound Marketing Assessment (3)](https://market.grantmarketing.com/blog/topic/diy-inbound-marketing-assessment) - [Inbound Marketing Consultant (3)](https://market.grantmarketing.com/blog/topic/inbound-marketing-consultant) - [Industrial photography (3)](https://market.grantmarketing.com/blog/topic/industrial-photography) - [Mobilegeddon (3)](https://market.grantmarketing.com/blog/topic/mobilegeddon) - [Photography (3)](https://market.grantmarketing.com/blog/topic/photography) - [web design (3)](https://market.grantmarketing.com/blog/topic/web-design) - [B2B (2)](https://market.grantmarketing.com/blog/topic/b2b) - [B2B mobile marketing strategy (2)](https://market.grantmarketing.com/blog/topic/b2b-mobile-marketing-strategy) - [Google Algorithm (2)](https://market.grantmarketing.com/blog/topic/google-algorithm) - [Google Mobile Algorithm (2)](https://market.grantmarketing.com/blog/topic/google-mobile-algorithm) - [LinkedIn for B2B (2)](https://market.grantmarketing.com/blog/topic/linkedin-for-b2b) - [Marketing to Engineers (2)](https://market.grantmarketing.com/blog/topic/marketing-to-engineers) - [Mobile Algorithm Assessment (2)](https://market.grantmarketing.com/blog/topic/mobile-algorithm-assessment) - [Moblie Friendly SEO (2)](https://market.grantmarketing.com/blog/topic/moblie-friendly-seo) - [Video Marketing (2)](https://market.grantmarketing.com/blog/topic/video-marketing) - [business growth (2)](https://market.grantmarketing.com/blog/topic/business-growth) - [customer service (2)](https://market.grantmarketing.com/blog/topic/customer-service) - [employee-owned (2)](https://market.grantmarketing.com/blog/topic/employee-owned) - [family business (2)](https://market.grantmarketing.com/blog/topic/family-business) - [inbound marketing campaign (2)](https://market.grantmarketing.com/blog/topic/inbound-marketing-campaign) - [marketing goals (2)](https://market.grantmarketing.com/blog/topic/marketing-goals) - [marketing trends (2)](https://market.grantmarketing.com/blog/topic/marketing-trends) - [sales cycle (2)](https://market.grantmarketing.com/blog/topic/sales-cycle) - [ABM Marketing Strategy (1)](https://market.grantmarketing.com/blog/topic/abm-marketing-strategy) - [ABM Strategy (1)](https://market.grantmarketing.com/blog/topic/abm-strategy) - [ABM Strategy for Manufacturers (1)](https://market.grantmarketing.com/blog/topic/abm-strategy-for-manufacturers) - [Authenticity (1)](https://market.grantmarketing.com/blog/topic/authenticity) - [B2B Manufacturing (1)](https://market.grantmarketing.com/blog/topic/b2b-manufacturing) - [Blogging (1)](https://market.grantmarketing.com/blog/topic/blogging) - [Brand Consistency (1)](https://market.grantmarketing.com/blog/topic/brand-consistency) - [Brand Identity (1)](https://market.grantmarketing.com/blog/topic/brand-identity) - [Brand Voice (1)](https://market.grantmarketing.com/blog/topic/brand-voice) - [Branding Webinar (1)](https://market.grantmarketing.com/blog/topic/branding-webinar) - [Branding Workshops (1)](https://market.grantmarketing.com/blog/topic/branding-workshops) - [CRM Maintenence (1)](https://market.grantmarketing.com/blog/topic/crm-maintenence) - [CRM Software (1)](https://market.grantmarketing.com/blog/topic/crm-software) - [CRM Strategies to Close Sales Workshops (1)](https://market.grantmarketing.com/blog/topic/crm-strategies-to-close-sales-workshops) - [Cost Savings (1)](https://market.grantmarketing.com/blog/topic/cost-savings) - [Customer Experience (1)](https://market.grantmarketing.com/blog/topic/customer-experience) - [Customer Lifecycle (1)](https://market.grantmarketing.com/blog/topic/customer-lifecycle) - [Customer Loyalty (1)](https://market.grantmarketing.com/blog/topic/customer-loyalty) - [Customer Relationship Management (1)](https://market.grantmarketing.com/blog/topic/customer-relationship-management) - [Database Clean-Up (1)](https://market.grantmarketing.com/blog/topic/database-clean-up) - [Digital Marketing for B2B (1)](https://market.grantmarketing.com/blog/topic/digital-marketing-for-b2b) - [Free Inbound Tools (1)](https://market.grantmarketing.com/blog/topic/free-inbound-tools) - [GDPR (1)](https://market.grantmarketing.com/blog/topic/gdpr) - [General Data Protection Regulation (1)](https://market.grantmarketing.com/blog/topic/general-data-protection-regulation) - [HubSpot Starter Growth Suite (1)](https://market.grantmarketing.com/blog/topic/hubspot-starter-growth-suite) - [HubSpot features (1)](https://market.grantmarketing.com/blog/topic/hubspot-features) - [Inbound (1)](https://market.grantmarketing.com/blog/topic/inbound) - [Inbound Marketing Workshops (1)](https://market.grantmarketing.com/blog/topic/inbound-marketing-workshops) - [Industrial SEO (1)](https://market.grantmarketing.com/blog/topic/industrial-seo) - [Manufacturers Expanding into New Markets (1)](https://market.grantmarketing.com/blog/topic/manufacturers-expanding-into-new-markets) - [Manufacturing engineers (1)](https://market.grantmarketing.com/blog/topic/manufacturing-engineers) - [Market Research (1)](https://market.grantmarketing.com/blog/topic/market-research) - [Net new revenue (1)](https://market.grantmarketing.com/blog/topic/net-new-revenue) - [News (1)](https://market.grantmarketing.com/blog/topic/news) - [Operations (1)](https://market.grantmarketing.com/blog/topic/operations) - [Personas (1)](https://market.grantmarketing.com/blog/topic/personas) - [Print Marketing (1)](https://market.grantmarketing.com/blog/topic/print-marketing) - [Professional Industrial Photography (1)](https://market.grantmarketing.com/blog/topic/professional-industrial-photography) - [Using Proven B2B Expertise with Modern Methods (1)](https://market.grantmarketing.com/blog/topic/using-proven-b2b-expertise-with-modern-methods) - [b2b mobile marketing (1)](https://market.grantmarketing.com/blog/topic/b2b-mobile-marketing) - [brand equity (1)](https://market.grantmarketing.com/blog/topic/brand-equity) - [customer centric marketing (1)](https://market.grantmarketing.com/blog/topic/customer-centric-marketing) - [customer satisfaction (1)](https://market.grantmarketing.com/blog/topic/customer-satisfaction) - [customer testimonials (1)](https://market.grantmarketing.com/blog/topic/customer-testimonials) - [lead generation (1)](https://market.grantmarketing.com/blog/topic/lead-generation) - [personalization (1)](https://market.grantmarketing.com/blog/topic/personalization) - [segmentation (1)](https://market.grantmarketing.com/blog/topic/segmentation) - [storytelling (1)](https://market.grantmarketing.com/blog/topic/storytelling) [see all](https://market.grantmarketing.com/blog/using-social-media-to-convert-leads-to-sales#) ![](https://market.grantmarketing.com/hubfs/Logos/gm-new-logo.png) Grant Marketing 177 Huntington Ave #17th Floor Boston, MA 02118 617-861-7412 [* *](https://twitter.com/GrantMarketing) [* *](https://www.facebook.com/pages/Grant-Marketing/200212805555) [* *](http://www.linkedin.com/company/grant-marketing) [Privacy Statement](https://www.grantmarketing.com/grant-marketing-privacy-statement/)