How to Use Content for Social Selling
How to Use Content for Social Selling
Written by The Marketers Social Accelerator | 2 Feb 2022
There is no doubt that social media and the internet have changed the sales process. Social media is where billions of people interact and consume content daily. In a way, it provides a platform for businesses to initiate a direct line with your audience and prospects.

Successful social media marketing and social selling on social media is all about building relationships with your audience. This is something that a lot of people fail to realize. Your brand should be aiming for ways to build that connection to get more interactions and conversations with the right target audience.

Research has shown that 90% of customers start their buying decisions online. Buyers can now easily get access to more information online and research for themselves before making a buying decision.

Therefore, it is important to build a relationship with these potential prospects by providing helpful and engaging content. It helps to build trust and credibility with the prospect.

If your sales reps think that cold calling prospects or even sales emails are the only way to create new business opportunities online, they’ve got it wrong! Fewer people respond to hard selling techniques now.

Content Is King

Content is king in the world of digital marketing.

There are many different types of content you can use to capture the attention of your audience and prospects and that includes blogs, articles, infographics and short videos.  

Content strategy should be built around providing content that will engage buyers and prospects. This may sound straightforward but it is easily overlooked. Your content may be engaging from your personal point of view but it may not be the appropriate answer to the questions they have or suited to their needs.

That is why it is important that you are putting your prospects needs for useful content ahead of your immediate needs to bring in sales revenue. Be clear with who your content is for and make sure that it is curated to their needs and questions. By understanding your customer profile, you can build a stronger connection and engagement with your prospect.

Playing the long game will pay off if you put in the effort into a needs-based content strategy for your prospects. In this way, you can help your prospect cut through the crowd noise, share relevant content and give valuable insights into what they are looking for.

Create Value

If you've been on social media, you would have know how crowded it is with sales pitches. Most people are just blasting out promotions and sales that it is no surprise we do get ad fatigue sometimes. Moreover, blasting out promotion after promotion does not add any value at all.

Unfortunately, the majority of sale and marketing teams rely on this strategy and it will not work 90% of the time.

Social media marketing and social selling should be more curated and intentional

You will need to ensure that you content offers value that is specifically curated for them. By offering a more personalized connection, it helps build brand awareness with your target audience and establish a relationship with them.

When your audience and prospects engages with your curated content frequently, they are building trust and increased trust may eventually lead to increased leads which can then be converted into sales. 

It is important that you continually tweak your content to sharpen your content to the right audience. See what works and keep tweaking. In this way, you are planting the seeds of your value proposition along the sales journey. 

If you can manage that, you're already strategically ahead of many other marketers on the online space.

The chart below shows what form of content can be effective at which stage of the buyer's journey...


The world of selling is constantly evolving. 

Smart sellers now realize that to build relationships with prospects, they need to build engagement on social networks. After all, people tend to follow the crowd. It's human nature. 

Content is key to drawing people in. By building content that is curated and intentional for your audience that can help your potential customers and prospects with the issues they care about and support them, you are planting the seeds of brand loyalty. Increased brand loyalty will lead to increased leads which can then be converted into sales. 

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