Todd Martin

Todd Martin

Sales Strategy

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Your Social Selling Content Should Be As Diverse As Your Audience

January 18, 2013

How do you convey your company’s message to the masses on social media? You don’t. Not all at once, at least.

Todd Martin blog 011513 image 1How much do you know about your social network audience? Your readers are probably all over the map. Some know very little about your business, while others could probably write blog posts for you.

So try to please all of the people some of the time. You’ll probably position most of your writing for the folks right in the middle of that continuum, but don’t be afraid to tackle advanced topics occasionally. And slow down and start from the beginning sometimes.

Here’s an abbreviated example of a “starter” post for your blog or website:

Launch Your Social Selling Efforts Slowly

Still not using social networks as sales tools because you think you don’t know how? There’s a lot of good advice on the web about how to get started in social selling. And then there’s what people actually do. Companies who progress through the recommended set of steps in precise order are a rarity.

There’s no magic formula. There are simply some approaches that work better than others. There are flashes of brilliance, and there are really bad ideas. Social media is a relatively new set of sites, tools and opportunities that change every day. You need to develop a core philosophy that stays constant, while at the same time be able to roll with the punches.Todd Martin blog 011513 image 2

So if you’ve been unable to get started, think about what I said my most recent blog: Decide what “success” at social selling means to your own business. Better relationships with customers? More sales? Increased exposure? A reputation for excellence and reliability, and as a problem-solver?

If you haven’t started business accounts yet on the major social networks, don’t. You’ll want to have a backlog of content to post when you launch your business account. Sign on with a personal account. Lurk. Get very familiar with your competitors’ content especially.

If you’re worried that you don’t have enough to say or know how to say it, know that there’s an endless supply of content types that you can use.  Find sites that use some of the most successful formats and think about how you could adapt them. Examples?

  • Q&As
  • Product news
  • Webinars
  • Photo galleries and video (absolute musts)
  • How-to’s
  • Original posts that help customers and prospects learn about you personally
  • eBooks
  • Customer kudos
  • Podcasts
  • Guest content from an interesting/knowledgeable/relevant company or individual

Once you’ve immersed yourself in what other companies are doing well and badly, you’ll feel more confident about developing your own plan of attack.

Mix It Up

Todd Martin blog 011513 image 3You don’t want to concentrate on any one “slice” of your prospect/customer base too much. No one will read every blog post or click through to all of your website links. So vary your level of content sophistication. And ask for feedback on your blend of knowledge levels. If there’s one thing that individuals who are active on social media like to do, it’s to tell companies what they think. That’s a mixed blessing.

Stock images courtesy of


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March 12, 2013