The comment was
"I'm being asked to create content, I'm unsure what to do, can you help?"
Like many people, there can sometimes be undue pressure to create content.
Leadership hear or read about the need for content and then just pass this down to the team(s), without thinking that this can be scary. From sales, to technical people, to any employee, you cannot just assume that people will want to and have the skills to start creating content.
Especially people who have had no training and are not confident about creating content.
The person who contacted me, felt they were being pushed into a corner.
So much so they were going to leave and find another role, which would have been sad.
If you are going to be expected to create content you need to be trained
No employee should be placed under pressure to create content unless they have been trained.
It's not a skill that many people will have come into their role with, so it is only fair that a change in your responsibility will require training. But ....
Content in itself won't help a company
Let's think about this strategically
1. The average person on LinkedIn are only connected to colleagues, x colleagues and recruitment consultants. They are not connected to the people the business is trying to influence, which will be prospects, customers and industry influencers. Creating content and posting it into what is an echo chamber, will generate your business little to nothing.
2. The second issue is that pretty much everybodies Linkedin profile looks the same, there is no differentiation. Having a Linkedin profile that looks like a CV, or a Linkedin profile that tells people how great your company is and how great the products are will just be ignored by buyers. You can have the best content in the world but if you look like a spammer, what assumption will I make? Your a spammer.
You need a "buyer centric" profile, which is where buyers see you are a person that can help them and they could trust.
3. People often assume that the "output" for social selling is a piece of content posted. It's not, it's a conversation.
What you and I sell, requires a conversation. The "outcome" from posting a piece of content is to get a conversation as conversations drive sales.
So what can you do?
The DLA Ignite social selling and influence course
Here at DLA Ignite, we have created a course for people that have never created content, it takes you on a journey, how to create a buyer centric profile so that people see you as somebody to work with in the digital world. We then take you through how to connect with people, build a network and a digital territory, without spamming people. Finally, we take you through how to create content.
This is all done using group sessions, social training and one to one coaching.
Ideal for people they may think that social isn't for them, or they are not part of the social generation.
Ideal also for people who are part of the social generation, but want to connect their social skills with business acumen.
Better still it's all backed by the Institute of sales professionals, which is a global sales trade body who have authorised this methodology so it's the only social selling qualification in the world.
And if you have a choice social selling training with a qualification or social selling without a qualification ..... nobody is going to thank you if they find out you have gone for a company that does not provide a qualification. It would be like doing a school qualification and not sitting the exam.
Now Imagine .....
Imagine, I pick you up tomorrow in my car and drive you to a place which is full of your prospects and customers. All you have to do is go up and have a conversations with them.
Remember, social media is, social media. In the past you interrupted somebody with a cold call or an email and pitched your services. As social media is being social on media, interrupting and pitching does not work.
If I walked up to you at a social event and pitched, you would make your excuses and go and talk to somebody else.
So how about tomorrow, I pick you up in my car and we go to a place where all your prospects are hanging out. You can stay as long as you want. All you have to do is have a conversation with them. It's that simple, if you are interested, read on.
What is social selling?
Here at DLA Ignite, we define social selling as
"Using your presence and behavior on Social Media to build influence,
make connections, grow relationships and trust, which leads to
conversation and commercial interaction."
It's not witchcraft, it's enabling your salespeople to work from home, (or the office) and create conversations with prospects and customers. Conversations on social media and conversations that convert.
The problem with the name "social selling" is that people think that this is selling on social. All these pitches that you get on social are not social selling, they are spam.
The other thing you need to know about social selling is that this isn't about "putting out some videos" or "putting flowers on your profile" or "going viral". Here at DLA Ignite, engagement is important but we are about driving revenue, EBITDA, for your business using social media. This is about you winning business from the competition and having a competitive advantage.
Social is about having a strategy and there are two key drivers
With anything you do on social there are two questions you need to ask
2. How much revenue / EBITDA am I getting as a business?
Posting and hoping or posting random stuff is not a strategy, in fact I doubt it's driving anything for your business.
So who's social selling?
In case you missed it, the Bank of America’s Merrill Lynch have banned cold calling and have moved all their people to social selling. This isn't some trendy tech company that might have decided to do this on a whim, this is a very conservative financial services company that has made a decision based on data.
But surely cold calling has a better ROI than social selling? Not according to Merrill Lynch.
"They will also be encouraged to contact prospects over LinkedIn, which has a higher hit rate than cold calling"
“Social selling is not an option now it is the way of the world and you either learn and execute it or fear getting left behind”
Kevin Murray who is the Head of Sales at MacArtney Underwater Technology recently posted about his success with social selling here and wrote an article about the transformation that has happened in sales here.
Andrew Ferrier who is the CEO of Display Technology Ltd and in this article it talks about why Display Technology have adopted social selling. His team have also created a social media strategy with help from our partner, Crux.
Their social media mission statement is
“We want to position ourselves as a forward-thinking, knowledgeable team of individuals who are all experts in our own right, therefore, collectively awesome!”
Andrew also says in that post
"Adopting this (social selling) strategy has taken all of us well outside of our comfort zones but the rewards we have seen in a short period of time have created an excitement within the business development team (new term for sales team).
Because of the nature of social media, quite often you can get instant results. Even if that is just a comment left on your post, or a like, or someone taking the time to want to connect with you.
The excitement around the sales team is infectious, it’s no longer a chore to reach out to the market place because the results can be instant and are there, right in front of you."
What sort of results can you expect?
If you check out this video of Chris Mason CEO at Oracle reseller Namos, and DLA Ignite customer, fast forward to 19 minutes 55 seconds. Chris talks about a $2.6 million win from being on social, after completing the DLA Ignite social selling and influence course.
What happened? They buyer was on social media looking for a solution to their problem, spotted one of the Namos salespeople, who had a buyer-centric profile and asked if the salesperson could help them. That turned into a $2.6 million deal.
Go and look at their LinkedIn profiles .... look how they can have digital conversations, create insightful content. This could be your company!
We are the only social selling and influence company in the world to offer a certificate in social selling sponsored by the Institute of Sales Professionals (ISP).
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