The reason is simple: they are not following the right process.
On top of that, they’re not using content in a way that will allow them to improve their social selling efforts.
In this guide, I’ll be showing you how you can use content to enhance your social selling process and boost your performance.
We’ve got a lot to cover, so let’s get started.
- Chapter 1: How to Identify Content Opportunities for Social Selling
- Chapter 2: How to Create Content Specifically for Social Selling
- Chapter 3: Social Selling Best Practices
- Chapter 4: Final Thoughts
1 How to Discover Content Opportunities for Social Selling
Before we delve any further, I’d like to get one thing out of the way:
Social selling is NOT a silver bullet; getting results from it requires time and hard work.
Having said that, don’t expect that you’ll use the learnings of this guide for a couple of weeks and change your performance once and for all.
The first thing you need to do to set up your social selling process is to discover content opportunities.
The question is, how can you find those opportunities?
Let me give you 5 simple methods to do so.
Method #1: Discover content gaps
The first way to discover content opportunities is to find content gaps.
You can do that by conducting a content gap analysis.
What is a content gap analysis?
According to Backlinko:
Content Gap Analysis is the process of evaluating existing content on a topic and discovering “gaps” in that content to improve upon.
Let me illustrate this with a simple example.
Let’s say you want to discover content gaps for the term lead generation.
What you can do is make a list of your competitors…
- Competitor 1
- Competitor 2
- Competitor 3
… And find what they’ve written around that topic.
Here’s how to search the topic it on Google:
You’ll get a list of pages from that competitor which include the term you’re interested in:
Author’s Note: For better results or to scale the process, you can use a tool like ScrapeBox or ScreamingFrog.
Try choosing those that seem interesting or popular based on…
- Social shares
… And repeat that process for all your competitors.
If your competitor’s website has an on-site function like LeadFuze has on its blog, make sure to use it.
Remember: if something is interesting for your competitors’ audience, then chances are it will be interesting for yours as well.
Now that you have a list of content ideas, you can go on to create something better that you can use in your social selling process.
Method #2: Use customer feedback
You don’t need me to tell you how important user feedback is for your B2B business.
A meaningful customer experience can win the user over right away.
Have you ever wondered why most businesses use customer feedback mainly on a product level?
They collect and use feedback to improve the product or service.
Don’t get me wrong, improving your product or service is essential.
However, customer feedback can be used in other, equally important operations within a B2B business.
According to <a target="_blank" href="https://blog.hootsuite.com/what-is-social-selling/#whatis" target="_blank" …read more
Read more here:: B2CMarketingInsider