Editor's note: This guest post was written by David Fisher, Keynote Speaker & Author.
When I'm speaking to sales teams on the power of sharing content online, one of the most common responses I get is:
"How am I going to find the time!"
After diving in, it quickly becomes clear that it's not just a matter of minutes and hours, but of training and bandwidth. Creating relevant and insightful content isn't easy. That's why there are whole departments of people (called "Marketing") that do it. They spend their time and energy developing the skills, doing the research, and putting together the messaging.
So salespeople are understandably frustrated when they feel they are being asked to become brand marketers as well as salespeople.
The trick is to find ways to create and share content without it taking up too much time. One way you do that is by leveraging the work the marketing team has already put in.
There are huge benefits to be gained when salespeople can piggyback on the content that their marketing teams are putting together. By combining existing content with their individual perspective, each salesperson can strengthen their personal brand and the organizational brand in the eyes of prospects and customers. That leads to more opportunities and more sales.
Here's how to do that without taking up too much time.
Combine Existing Content & LinkedIn Videos
A salesperson should be looking to share content that positions herself as someone who can provide a solution to a problem. She wants to occupy a place in her prospects' minds as someone who understands their challenges and knows how to help them move past those challenges. She needs to be seen as an expert.
Instead of expecting to create long-form content, such as original articles, videos, podcasts, or infographics, she can put a "frame" around content that is already there. She can take existing content and create context for her prospects and customers. She can share that information through her unique lens and show how her network should digest that content.
To give credit where credit is due, this borrows heavily from a process developed by content marketing master Andy Crestodina. He outlined a powerful program where marketers could develop short social-platform-ready videos to promote articles they had written. This takes that formula and applies it to sales/marketing alignment.
In this program, the goal here is to create short, "LinkedIn-specific" videos that promote existing content. That way, sales teams can create brand-new content quickly and easily, because they aren't starting from scratch. And video is given a lot of weight in the LinkedIn newsfeed algorithm, so it is more likely to be seen.
Too often, salespeople think that "promoting content" means that they should simply put up the latest sales materials for their products and services. But that doesn't engage prospects and customers. This process creates inherently engaging material because it comes directly from each salesperson. In fact, everyone on the sales team could make a video promoting the same content. They would each put their own spin on the content they are sharing.
Create a "Frame" Around Your Content
Here's how salespeople can create that frame around the content that their marketing team has already created. It doesn't take long, and the more you do it, the easier it gets.
1. Read through the article and take notes
These don't have to be in-depth notes, but you want to be clear with the insights you are trying to share (see step #3).
2. Set up your camera
This doesn't have to be in a fancy studio. It can be a webcam or your phone. But do check your lighting (natural lighting from a window works) and audio (be aware of loud background noise).
3. Record a video that's 60-90 seconds long
Short is good for social media videos. People don't have a long attention span when they are scrolling through a social media feed. Simply share:
- Who you are
- What content you are sharing (and where it is)
- The main message of the content
- One reason that people should read it
- One impact using the content could have
- A simple Call to Action (CTA)
4. Post the video on LinkedIn
Include a short description (2-3 sentences) and the link to the original content. Include tracking if your marketing team can provide it (like bit.ly or Google Analytics tags).
5. Help boost its visibility
Drive traffic by tagging a few of your LinkedIn connections in the post. They could be current customers or prospective customers that could use the insights that the content provides.
6. Interact with people that engage with the video
When people in your network "like" or "comment" on your video, be sure to follow up with them. Hit the reply button or even send them a quick message.
Rinse and Repeat
The best part about this process is its simplicity. After getting the hang of this, it will only take about 30-45 minutes for the whole process. When you do that once a week, it creates a lot of visibility and engagement.
It might not lead to a sale the next day, but it will strengthen your brand among your network of prospects and customers. That will lead to more opportunities from new prospects and higher conversion ratios from those already in your pipeline.
Keep at it, and soon you'll have cultivated a robust presence which will lead to a strong pipeline and more business than you'll know what to do with.
For more tips on how you can leverage video in your sales efforts, subscribe to the LinkedIn Sales Blog.
Topics: Sales prospecting
Related articles