The Single Biggest Mistake Content Marketers Make
Sander Biehn is founder and CEO of Thought Horizon, LLC. After a successful career in sales at AT&T, he founded his company in 2013 helping organizations to build, manage and succeed using social selling.
Your Sales team is a secret weapon to target content with prospects and buyers.
With most marketers saying that they are planning to spend more time and resources on content marketing in 2017, you’d think that efficiency in content delivery would be a priority. So why is it that while budgets soar for content creation and landing pages for tracking, very little thought is put towards how to promote the content beyond just paying for social media sponsorship on LinkedIn and Twitter?
Social promotion on LinkedIn, Facebook and Twitter are a reliable way to get clicks and exposure to your content. But they pale in comparison to what you can do if you put your sales force to work for you. Let’s take a closer look:
Low Cost and Abundant
Imagine if you could drive a million or so additional eyeballs to your content? What would that cost you in social promotion dollars? Now, what if I told you it wouldn’t cost you a dime? This is the power of social advocacy by your employees—specifically, your sales team. If you take 100 sales people with an average of 1,000 LinkedIn connections, you can drive reach to 100,000 targeted buyers using social media. That’s just the first day! Imagine the numbers you can achieve, all without the use of paid promotional advertisements.
Why is this content more targeted? Because the sales teams are connected to existing buyers who are your best prospects for new products and services you bring to market. Additionally, if Sales is properly trained, they can also make an effort to connect with, and inspire, new prospects during the buying cycle.
Sales Efficiencies Are an Added Bonus
Just why would your sales team want to do this anyway? Believe it or not, salespeople are desperate for help with keeping in touch with prospects and buyers using social media. They realize that social media gives them a chance to efficiently keep in touch with a large number of clients all at once using content to drive conversations. Don’t let them down! Give Sales the keys to the content vault and experience one of the few win/win’s you will ever see between Sales and Marketing.
One Big Caveat
Don’t expect success to happen on its own. You can’t send out an email and expect social sharing to start grinding away immediately. Salespeople are busy and they don’t need extra tasks. However, if you give them a platform that shows them all the content and an automated way of sharing it, you will hit gold.
Don’t make the single biggest mistake content-marketers can make! Get your sales teams sharing your content regularly to your target-prospects and buyers.