With that in mind, how can we stay
prepared for the "purchasing 5%"?
Sales has seen huge changes in the last 20 years. To better
understand what's happening, I’ve invited
Michelle J Raymond to join me on
today's podcast. Michelle is the Founder and B2B LinkedIn
Strategist at
The Good Trading
Co., which provides LinkedIn strategies,
training, and coaching for ambitious, innovative and purpose-driven
business owners, consultants, and marketing teams. Her new
book,
The LinkedIn Branding Book, is a
compilation of ways to support investment and profit through the
power of LinkedIn.
We start by defining "Social Selling," and how it has become the
new standard. Michelle explains that social selling is about
finding the right people, connecting with them, and nurturing
relationships. By providing insightful and useful content in a
constant flow, you stay top-of-mind, and when your audience is
ready to buy, you are the first person they think about. It's
important to keep creating content, you also need a strategy for
that content. Michelle shares why a brand strategy helps understand
your target market, define what to offer them, and finally, set
yourself apart from the others in your niche.
Often, people question whether developing a personal or a corporate
brand is more important. Michelle explains why these two goals
don’t need to be at odds, and how blurring the line between the two
can boost the signal of both and create a more powerful
presence.
Our conversation is packed full of advice for understanding and
implementing social selling, experimenting with content, problem
solving and helping people!
Three Key Takeaways:
* You can’t be everything to everyone. Develop a
brand strategy based on a deep understanding of your best target
audience.
* Staying top of mind means being consistent with content.
Slow, or rarely-seen, posts are a fast track to invisibility and
stagnancy.
* Don’t be afraid to post rough ideas! The feedback you
receive from followers can give you valuable insight and
perspective.