What content resonates best with your social selling audience?

1 Know your audience

Before you create or share any content, you need to understand who your audience is, what their pain points are, and what they are looking for. You can use tools like LinkedIn Sales Navigator or HubSpot to research your target accounts, personas, and decision-makers. You can also monitor their social media activity, join relevant groups, and follow hashtags to learn more about their interests, challenges, and goals. The more you know your audience, the more you can tailor your content to their needs and preferences.

2 Provide value

The content you create or share should not be about you or your product. It should be about how you can help your audience solve their problems, achieve their objectives, or learn something new. Your content should provide value by educating, informing, entertaining, or inspiring your audience. You can use different formats, such as blog posts, videos, podcasts, infographics, ebooks, or webinars, depending on what suits your audience and your message. The key is to focus on the benefits and outcomes, not the features and functions, of your solution.

3 Be authentic

One of the main goals of social selling is to build rapport and trust with your audience. To do that, you need to be authentic and human in your content. You can use stories, anecdotes, examples, or case studies to show your personality, your expertise, and your empathy. You can also use humor, emotion, or curiosity to capture your audience's attention and make them want to know more. Avoid being too salesy, spammy, or generic in your content. Instead, be honest, helpful, and relevant.

4 Engage your audience

Content is not a one-way communication. It is a conversation starter that invites your audience to interact with you and your brand. You can engage your audience by asking questions, soliciting feedback, encouraging comments, or inviting them to take action. You can also respond to their comments, thank them for their shares, or tag them in relevant posts. By engaging your audience, you can build relationships, generate leads, and nurture opportunities.

5 Measure your results

To know what content resonates best with your social selling audience, you need to measure your results. You can use metrics such as views, likes, shares, comments, clicks, downloads, or conversions to track how your content performs on different platforms and channels. You can also use tools like Google Analytics or HubSpot to analyze your traffic, bounce rate, time on page, or attribution. By measuring your results, you can identify what content works best, what content needs improvement, and what content you should avoid.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?