What do you do if your content marketing isn't driving sales in social selling?

When analyzing the weaknesses and shortcomings of existing content, we offent overlook different funnel stages. Paid campaigns enable us to shape clients' journeys along the funnel through retargeting. With organic distribution, it's important to recognize the need to create different touchpoints for those funnel stages. An interested client (hot lead) almost ready to buy requires totally different nudges than someone hearing about your product for the first time. Thus, tracking, nurturing, and advancing those early-stage leads via organic content is one of the major challenges for any ambitious social seller.

Prenez du recul et examinez attentivement le type de contenu que vous publiez. Est-il pertinent pour votre public cible ? Est-il engageant et attrayant ?

If your content marketing efforts are not driving sales in social selling, it's essential to analyze and optimize your content strategy. Here are some key steps to consider in analyzing your content and making improvements to enhance sales effectiveness: Audience Analysis: Start by analyzing your target audience to ensure that your content resonates with their interests, preferences, and pain points. Use customer data and analytics to understand your audience segments and tailor your content to address their specific needs. Content Relevance: Review the relevance of your content to the buying journey and sales funnel. Ensure your content aligns with different stages of the customer journey, from awareness to consideration and conversion.

Passez en revue chaque aspect de votre contenu, depuis le choix des sujets jusqu'à la fa?on dont il est présenté. Identifiez les tendances en matière d'engagement et les lacunes potentielles. Examinez également les données démographiques de votre audience pour vous assurer que votre contenu est aligné sur leurs besoins et leurs intérêts spécifiques.

Your content is your lifeblood in Social Selling and will make or break you. From my expereince there is a key message to you with content in you Social Selling efforts: Don't think about your content driving sales, its a red herring in the B2B space. Its highly unlikely someone is going to read your content, drop what they are doing and place an order... Your content provides structure to all of your efforts in Social Selling - getting it right allows you to grow your network, create more connection and conversations...the principle being: the more your are deeply connecting with people, the more conversations you are having, the more meetings you are booking and the better chance you have of creating the spark of working together.

Regardez de près l'interaction de votre audience avec votre contenu. Sont-ils réactifs, commentent-ils, partagent-ils vos publications ? Cela peut vous donner des indications sur ce qui fonctionne et ce qui ne fonctionne pas.

If your content marketing efforts aren't driving sales in social selling, it's essential to conduct an engagement check to evaluate the effectiveness of your content in engaging your audience and driving them towards a purchasing decision. Here are some key steps to assess and improve content engagement in social selling: Audience Segmentation: Ensure that you have a clear understanding of your target audience segments and their preferences. Segment your audience based on demographics, interests, and behaviors to create tailored content that resonates with each group. Content Relevance: Review the relevance of your content to your target audience and their needs. Ensure that your content addresses pain points, provides valuable insights.

Ne vous contentez pas de publier du contenu, créez des conversations. Encouragez activement votre audience à interagir avec votre contenu en posant des questions, en lan?ant des sondages ou en incitant au partage. Plus l'engagement est élevé, plus vos chances de conversion le seront également.

Many social platforms, LinkedIn included, have moved to algorithms that don't necessarily drive reach. So they are moving from a top-of-funnel sales driver to something that operates in the mid-funnel. So if you are just looking at top level metrics, you're missing the real meat of what social can do, and that's create engagement with your prospects and customers. So analyzing these engagement metrics is what's key to leveraging social selling right now.

Have a clear feedback loop with the sales team and be sure to listen and learn from each other. Ask sales what questions they are receiving from the market about the industry, your product, or the challenges they are experiencing. This should allow you to generate content based on exactly what your target audience are experiencing. This should ensure your content calendar goes beyond just SEO, competitor and trends. Provide this content to sales, either as a blog or guide, and even better if you can include an FAQs section which specifically answers some of the common questions your sales team are being asked. Once you have a rhythm in place, regularly check-in with sales on performance and what CTA is proving most effective.

When your content marketing efforts in social selling are not driving sales as expected, it is crucial to align your sales and marketing strategies to enhance performance. Here are key steps to ensure effective sales alignment for improved results: Collaboration between Sales and Marketing: Foster a close collaboration between your sales and marketing teams to align goals, strategies, and messaging. Encourage regular communication, shared insights, and joint planning to streamline the sales process and enhance customer engagement. Define Sales-Ready Content: Work with your sales team to identify the types of content that resonate with customers at different stages of the sales funnel.

Votre contenu doit être con?u pour guider les prospects tout au long du processus de vente. Assurez-vous qu'il répond aux questions et aux préoccupations spécifiques de votre audience à chaque étape du parcours client. Utilisez des call-to-action clairs pour encourager les prospects à passer à l'action.

Assurez-vous que votre contenu est aligné avec votre processus de vente. Est-ce qu'il guide les prospects vers l'acte d'achat ? Sinon, envisagez d'ajuster votre stratégie pour mieux répondre aux besoins de votre public.

Social selling should just be one pillar in your overall sales approach. And that approach should be guided by your overall goals. "Selling" isn't just one thing. And different industries, solutions, and roles require different approaches. So you need to avoid "one-size-fits-all" approaches to social and digital channels. Ask yourself what you are actually trying to accomplish by being on platforms like LinkedIn, and then see if you actions match up.

Chaque plateforme de médias sociaux a ses propres particularités. Assurez-vous que votre contenu est adapté à chaque plateforme que vous utilisez. Ce qui fonctionne sur LinkedIn peut ne pas fonctionner sur Instagram, par exemple.

If your content marketing efforts are not driving sales in social selling, you may need to reassess your platform strategy to ensure that your content reaches and resonates with your target audience effectively. Here are some key steps to optimize your platform strategy for improved sales performance in social selling: Audience Research: Conduct in-depth audience research to understand where your target audience spends their time online and which social media platforms they prefer. Identify the platforms where your audience is most active and receptive to your content. Platform Selection: Select the social media platforms that align best with your target audience demographics, interests, and behaviors.

Ne vous limitez pas à un seul type de contenu ou à une seule plateforme. Expérimentez avec différents formats tels que les vidéos, les podcasts, les études de cas, les livres blancs, etc. Explorez également de nouveaux canaux où votre audience pourrait être présente, comme les forums en ligne, les groupes de discussion ou les plateformes émergentes.

Now that we have established that we shouldn't use our content for sales in Social Selling (see above ??) we can focus on what it should do... Here is a free gift, a content schedule that helps our clients: A – Assistance - What are you giving to your network? - Coaching, mentoring, help, useful information. ??25% of your content B – Belief - Giving proof that you know what you claim to know. - Your unique thought leadership on relevant industry topics and trending subject matter. ??25% of your content C – Core - Deep insight into you as a human/professional. - Your history, experience, specialism, knowledge, likes/dislikes. - Lessons you've learned, how you put them to work. ??50% of your content Repeat... You are welcome ??

Ne restez pas figé dans une seule approche. Testez différents types de contenu, différents formats et différents moments de publication pour voir ce qui fonctionne le mieux pour votre audience.

If your content marketing efforts are not driving sales in social selling, it may be beneficial to experiment with different content strategies to identify what resonates best with your audience and drives conversions. Here are some key steps to guide your content experimentation process: Content Audit: Start by conducting a comprehensive content audit to evaluate the performance of your existing content assets. Identify top-performing content pieces, as well as those that have underperformed in terms of engagement and conversion rates. Goal Setting: Define clear objectives and goals for your content experimentation efforts, such as increasing engagement, generating leads, driving website traffic, or boosting sales conversions.

A key tool in personalization is prioritization. Despite what many promise, you can't truly personalize at scale. But what you can do is create a strategic focus so you know who your best prospects are...and then work to engage those people through social.

Personnalisez votre contenu pour qu'il résonne avec votre audience. Utilisez des données sur vos prospects pour créer un contenu plus pertinent et plus personnalisé.

Le succès en marketing de contenu ne se produit pas du jour au lendemain. Soyez prêt à investir du temps et des efforts dans la création et la promotion de contenu de qualité, et soyez patient en attendant de voir les résultats. Avec une approche stratégique et une dose de persévérance, vous pouvez progressivement améliorer l'impact de votre marketing de contenu dans le social selling.