A boon for a company!
The idea is to be present on social media by sharing relevant content that sparks the interest of users as they search for information. This approach, driven by the company, does not mix personal and professional content, as we saw in the first post on the subject, "4 tips to increase sales with social selling." It is implemented and managed by marketing and is part of the perspective of generating inbound leads. To exist on social networks, there are three levels of actions that correspond to three levels of involvement:
– Reacting to other users' posts (likes, comments, shares, etc.); consumes few resources, generates few results, and maintains activity.
– Choosing curation, a practice that involves selecting, editing, and sharing the most relevant content on the internet for a given query or topic; consumes slightly more resources, provides visibility, but does not contribute to building an identity.
– Producing your own content: This consumes a lot of resources and requires a strategy, but it delivers significant results.
This third point deserves more attention. To succeed, there are indeed a few rules to follow:
1 > Be interesting
To attract attention and be perceived as a valuable resource providing useful content, it's better to talk about what interests the other person than about oneself, therefore addressing the topics on which the company is an expert from the point of view of the potential client. In other words, prefer "How office furniture improves productivity" to "We sell offices at the best value for money."
2 > Know your target
To effectively target your audience, you need to know them. We will discuss "personas" or "buyer personas." Ideally, marketing and sales departments should work together to describe these targets by addressing the following topics: Their profiles, their career paths, their responsibilities, their objectives, their challenges, their stresses, their constraints, the projects they are working on, their decision-making processes, their types of beliefs, their constraints, what is important to them... It is understood that we are describing here a typical profile that does not exist per se, a bit like the "average person" in statistics. However, by specifying these points, we will better visualize the target, the collaborators will have a shared representation, and we will become more audible thanks to adapted content.
We can do this work for each type of clientele.
3 > List the topics
It is then necessary to work on the editorial line, to find the points of convergence (form and substance) between the company's offer and the expectations of the targeted internet users. At this stage, it is interesting to organize a brainstorming session between employees, produce as many content themes as possible on post-it notes, with a very broad exploratory work, then make a synthesis by asking each person for the 10 most important ones. This shortlist becomes the backbone of the editorial line. An exercise to be repeated every 6 months, which must mix topical themes and cold subjects. From the chosen themes, all that remains is to come up with article topics and organize the production.
4 > Write the content
For writing, two solutions are possible.
Either the workload is shared among several writers, but not everyone is comfortable with writing. In this case, it is still necessary to designate an editorial manager to validate the articles and ensure a certain consistency.
Soit un rédacteur interne ou externe qui pourra se charger d’interviewer les experts pour produire ensuite le contenu. Cette solution a été retenue par Kestio. Il s’agit ensuite de varier les formats pour apporter de la diversité et intéresser encore plus largement sa cible avec des formats longs (articles…), des témoignages, des infographies…
This is how a company, a startup or even an SME, can initiate quality communication with its potential targets and then trigger commercial conversations.
Eventually, digital tools will allow us to verify the effectiveness of what is produced and ensure proper alignment between the output and the concerns of web users. We will be able to measure the impact and audience by looking at interactions with shares, comments, and then refine as needed.
To develop your company's communication tools, consider webinars! Webinars highlight attractive content and promote the company's activities. However, they require some rules: in this webinar, learn how to organize a webinar that generates more participants and leads.
