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How do you balance educational and promotional content for social selling?

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Content marketing for sales is a strategy that involves creating and sharing valuable and relevant content with your target audience, with the goal of building trust, credibility, and relationships. But how do you balance educational and promotional content for social selling, without being too pushy or salesy? In this article, we'll share some tips and best practices to help you craft a content marketing plan that works for your social selling goals.

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Deanna Russo

LinkedIn Coach & Team Trainer Fueled by Know, Like & Trust – Powered by My Triangle Strategy, Speaker, Published…
Meryoli Arias

Brand + Social Media Marketer- Community Marketing- Social Media Growth Expert
Anthony Rochand

Co-Fondateur de LEW ??Formateur (+7000 personnes formées) Stratège ? Social Listening, Influence, IA Gen ??Créateur B2B…

1 What is social selling?

Social selling is the process of using social media platforms to connect, engage, and nurture prospects and customers, and ultimately, generate sales opportunities. Social selling is not about spamming your contacts with sales pitches or product features, but rather, about providing value and solving their problems. Social selling can help you build rapport, establish authority, and create loyalty with your audience.

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Anthony Rochand

Co-Fondateur de LEW ??Formateur (+7000 personnes formées) Stratège ? Social Listening, Influence, IA Gen ??Créateur B2B (certifié ARPP) ?? Top Influenceur Digital Marketing France (X & LinkedIn)
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In my opinion, to get there: Actively engage with your audience by responding to comments, asking questions, and seeking feedback. Listen to their responses and use their input to shape your content strategy. This two-way interaction fosters a sense of community and trust. Use data and analytics to measure the performance of your content. Monitor engagement metrics, such as likes, shares, comments, and click-through rates, to understand what resonates with your audience. Adjust your content strategy based on these insights.

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2 Why content marketing for social selling?

Content marketing for social selling is a way to leverage the power of content to support your social selling efforts. Content marketing can help you attract, educate, and persuade your prospects and customers, by offering them useful and relevant information that addresses their pain points, challenges, and goals. Content marketing can also help you showcase your expertise, differentiate your brand, and position yourself as a trusted advisor.

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Deanna Russo

LinkedIn Coach & Team Trainer Fueled by Know, Like & Trust – Powered by My Triangle Strategy, Speaker, Published Author, Mom Taxi, Bills Fan
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Content marketing is telling the stories of your business. Too many people are pitching instead of telling the stories. Take people behind the scenes, talk about what your customers are saying, you’d be surprised what resonates and what people can relate to.

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Meryoli Arias

Brand + Social Media Marketer- Community Marketing- Social Media Growth Expert
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Stories are extremely powerful and help build what we all humans crave: connection. Content marketing is basically telling the story of your company and the topics that are relevant to your ICP.

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3 How to balance educational and promotional content?

One of the key challenges of content marketing for social selling is finding the right balance between educational and promotional content. Educational content is content that teaches, informs, or entertains your audience, without directly promoting your products or services. Promotional content is content that showcases your products or services, their benefits, and their value proposition, with a clear call to action. Both types of content are important, but you need to use them wisely and strategically.

A good rule of thumb is to follow the 80/20 principle: 80% of your content should be educational, and 20% should be promotional. This way, you can focus on providing value and building trust with your audience, while also creating awareness and interest in your offerings. However, this ratio is not fixed, and you may need to adjust it depending on your goals, audience, and stage of the buyer's journey.

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Deanna Russo

LinkedIn Coach & Team Trainer Fueled by Know, Like & Trust – Powered by My Triangle Strategy, Speaker, Published Author, Mom Taxi, Bills Fan
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Be human. If you have a post that isn’t educational and isn’t promotional, post it because you never know what will relate with the people you’re trying to reach. Someone reached out to work with me after they saw I attended rock concerts. Yep, that’s what inspired him to book a call.

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Meryoli Arias

Brand + Social Media Marketer- Community Marketing- Social Media Growth Expert
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Have a clear voice and tone, and make sure that you’re giving way more than you’re asking. The old 80/20 might not need to be as rigid, but I’d say is a good rule to take into account. For every ten posts, just 2 are about selling, the rest, about telling stories and create connection.

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Lynzee Alvarez

Strategic Communications Leader | Creative and Analytical Thinker | Storyteller
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It's about having a healthy mix that feels right for your brand. Weave promotional content into your strategy by aligning it with the educational content. For example, after sharing a valuable tip or industry insight, you might introduce a product or service that directly addresses the challenges discussed. This way, your promotional messages are seen as solutions rather than mere sales pitches. Ultimately, it's about building relationships and providing continuous value.

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4 How to create educational content for social selling?

When creating educational content for social selling, it is important to keep in mind your audience, goals, and platform. To understand your audience, research and segment them, and create buyer personas that reflect their characteristics, needs, preferences, and behaviors. Additionally, define the purpose and objective of your content and how it aligns with your social selling goals. Lastly, select the right social media platform for your content based on where your audience is active, how they consume content, and what format suits your content best. Examples of educational content include blog posts with tips and insights related to your industry or niche; e-books, white papers, or reports with in-depth information; webinars, podcasts, or videos featuring interviews or demonstrations; infographics that illustrate complex concepts; and quizzes, surveys, or assessments that help your audience evaluate their needs.

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Deanna Russo

LinkedIn Coach & Team Trainer Fueled by Know, Like & Trust – Powered by My Triangle Strategy, Speaker, Published Author, Mom Taxi, Bills Fan
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One of the most important parts of creating educational content for social selling is to…make it relatable to the people you are trying to reach. If people can’t see themselves in the shoes or having the pain points that you’re describing then they will turn off or not learn from your content.

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5 How to create promotional content for social selling?

Creating promotional content for social selling should focus on showcasing your products or services, their benefits, and their value proposition, in order to persuade your audience to take the next step in the buyer's journey. Examples of promotional content include testimonials and reviews that highlight customer feedback and results, case studies that demonstrate how your solution helped a customer achieve their goals, product demos or free trials that offer a hands-on experience, offers or incentives to create urgency, and FAQs or Q&A sessions that address common objections. When creating promotional content, you should ensure it is relevant to your audience's needs and goals, be authentic about what you can offer and how you can help, and be engaging with storytelling, emotion, humor, visuals, videos, or interactive elements.

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Meryoli Arias

Brand + Social Media Marketer- Community Marketing- Social Media Growth Expert
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My favorite form of social selling is the one that comes from telling your own stories and how your product or service really helps solving problems for your audience. Focus on that.

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How do you balance educational and promotional content for social selling?

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3

4

5

1 What is social selling?

2 Why content marketing for social selling?

3 How to balance educational and promotional content?

4 How to create educational content for social selling?

5 How to create promotional content for social selling?

Social Selling

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How do you balance educational and promotional content for social selling?

1

2

3

4

5

1 What is social selling?

2 Why content marketing for social selling?

3 How to balance educational and promotional content?

4 How to create educational content for social selling?

5 How to create promotional content for social selling?

Social Selling

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