New data suggests your sales reps need to talk social search with SMB clients

Is your sales team talking social when pitching digital marketing solutions to SMBs? If not, new data suggests it might be time for a strategy update. A recent survey by GRIN has revealed a significant shift in how different generations discover products online, and how SMBs are being found.

The numbers that matter: A generation gap in search behaviour

Let’s break down the most striking findings from this comprehensive study of over 1,000 U.S. consumers:

Gen Z’s discovery channels (Ages 18-27):

• Instagram leads the pack at 30.4%
• TikTok follows closely at 23.2%
• Google ranks third at 18.8%
• YouTube comes in at 14.5%
  
  

Traditional search still dominates other age groups:

• Baby Boomers: 55.9% prefer Google
• Millennials: 42.45% choose Google first
• Gen X: 41.1% rely on Google search

What this means for your SMB clients

Here’s where it gets interesting for your sales reps. These findings aren’t just statistics – they’re powerful conversation starters that can help close more deals and build trust with their clients. Your SMB clients need to understand that:

1. A Google-only strategy is no longer enough
2. Different generations require different discovery channels
3. Social platforms are becoming primary search engines for younger consumers
4. An integrated approach is now essential for maximum visibility

Helping your sales team convert more deals

Your sales agents can use these insights to create compelling pitches that resonate with SMBs. Here’s how:

Focus on the revenue impact

Help your team explain that missing out on social search means missing out on Gen Z’s purchasing power. For SMBs targeting younger demographics, being invisible on Instagram or TikTok is like having their store closed on the weekend.

Demonstrate the competitive edge

Your sales team can use this data to show SMBs how social search presence can give them an advantage over competitors who are still focusing solely on traditional SEO.

Create urgency without panic

While Google isn’t going anywhere (and your team should emphasise this), the message should be about expanding presence rather than abandoning existing strategies. This opens the door for upselling additional services while maintaining current ones.

Action steps for your sales team

Equip your sales agents with these concrete talking points:

1. Audit current presence: Use tools to show SMBs where they currently appear in both traditional and social searches (like Insites)
2. Gap analysis: Demonstrate the difference between their current visibility and where they could be
3. Competitive comparison: Show how their competitors are performing across all channels
4. ROI potential: Use generation-specific data to illustrate potential revenue opportunities

The bottom line for enterprise sales

This shift in consumer behaviour represents a opportunity for digital marketing service providers. Your sales team can use these insights to:

• Position your company as forward-thinking and data-driven
• Create more comprehensive service packages
• Build stronger cases for ongoing service contracts
• Demonstrate clear ROI potential to prospects

Ready to transform your sales team’s approach?

Don’t let your sales team miss out on these valuable insights. Book a demo to learn how Insites can help your team audit, track, and improve your clients’ visibility across all search channels – from Google to Instagram and beyond.

Our platform helps enterprise sales teams:

• Generate compelling, data-driven proposals
• Track performance across all search channels
• Demonstrate clear ROI to prospects
• Close more deals with confidence
  

Join the ranks of industry leaders who trust Insites to power their digital marketing sales. Our platform is specifically designed for large-scale operations selling digital solutions to SMBs.