Your social selling message clashes with marketing content. How will you bridge the gap?

1 Understand Goals

To bridge the gap between your social selling message and marketing content, it's essential to understand the goals of each. Marketing aims to cast a wide net to capture as many leads as possible, often prioritizing brand awareness and reach. In contrast, social selling is about building relationships and trust with potential customers on a more personal level. Recognizing these differing objectives is the first step in creating a harmonious strategy that leverages both approaches effectively.

2 Analyze Content

Take a close look at the marketing content that's being disseminated. Identify the core messages, the tone of voice, and the target audience it's designed to engage. This analysis will give you insights into the broader marketing strategy and help you identify areas where your social selling approach can complement and reinforce these messages. It's about finding the synergy between the two, so your personal interactions on social platforms align with the company's brand narrative.

3 Personalize Approach

Personalization is key in social selling. While marketing content is often more generic to appeal to a wide audience, your social selling efforts should be tailored to the individual needs and interests of your contacts. By customizing your message, you're not clashing with marketing content; you're enhancing it by providing a personalized experience that marketing alone cannot deliver. This adds value to the customer journey and can lead to stronger relationships and increased sales.

5 Leverage Feedback

Your unique position in social selling allows you to gather real-time feedback from prospects and customers. Use this feedback to bridge the gap between your message and marketing content. If you notice recurring questions or concerns, work with the marketing team to address these points in their content. This feedback loop can help refine both your social selling tactics and the company's marketing strategy, ensuring they are more aligned and responsive to customer needs.

6 Adjust Strategy

Finally, be prepared to adjust your social selling strategy based on the performance of marketing content. If certain themes or messages are resonating well with the audience, incorporate those into your conversations. Conversely, if some marketing messages are not landing as intended, find ways to adapt your approach to better serve your contacts. By staying flexible and responsive, you can ensure that your social selling efforts support and amplify the broader marketing goals.

7 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?