This one piece of content defines social selling in every way (seriously)

A few weeks ago I saw a post on Linkedin about their new Social Selling Index (SSI). It measures how effective you are at establishing your professional brand, finding the right people, engaging with insights, and building relationships. It struck me as a great way to help address one of the biggest challenges I see with “social selling” which is how to measure its effectiveness.

However, after getting my score I didn’t think much of it until I just read an e-mail Linkedin sent me based on being in the top 1%. The e-mail shared insight into what they are planning to do with this SSI rating and the potential opportunities it will create. It also included this: “The Sophisticated Sales Manager’s Guide to Driving Social Media Adoption and Revenue.” It’s a 37 page guide where they “share five proven steps that help sales managers successfully navigate the social selling journey within their companies, along with insights from LinkedIn and experts.”

I read through it, not knowing what to expect and was taken back by the value I think it provides based on firsthand experience of what I see my clients struggle with. This is why I am writing this post and title it “This one piece of content defines social selling in every way.”

In my opinion, at its core, social selling is about gaining insights and adding value. I also believe that’s the right approach to take with social selling – gain insight and then add value. If you look to educate yourself on topics you’re interested in (your clients, your industry, business, sales, etc) and find content you feel is valuable, you can then share that content with your target market who should find similar value in it. This is how you improve yourself while building your own personal brand and move towards being seen as an industry expert.

For example, this one piece of content Linkedin shared with me will hit every point of value on the “social selling” chain for me.

1. I personally gained insight and value from this piece of content and it will help me do my job better moving forward.
2. I’m writing this blog and sharing what I consider to be a high value piece of content with my target audience (you) in the hopes you will get value from it and associate some of that value with me which in turn helps me build my brand.
3. I’m going to take this piece of content and share it with very specific clients to add value with no expectations of them getting back to me or agenda on my end to sell them anything.

I know “social selling” is a relatively new thing and the majority of reps and companies are still trying to figure out how it fits. This guide and hopefully this example should clarify a lot for those who are interested. Share away if you are.

Make it happen!