Building the Content Plan for Social Selling

Having a Strategic Plan defined for Social Selling and Social Commerce allows you to have complete control of all content and communication actions to increase sales. However, the success of our Social Selling and Social Commerce depends on being coherent and having a logical strategy for sales force training and customer success. To achieve this,  the Social Commerce strategic plan must be defined from the sales objectives and company guidelines and, on the other hand, the Content Factory will guarantee tools, materials, and communication guidelines for sellers to develop their Social Selling. 

Businesses have a Strategic Plan for Social Commerce

To create and execute a Strategic Plan for Social Commerce, companies must have an in-depth knowledge of the customer’s profile, the digital platforms where they have a presence, and where the product will be promoted. 

All social networks are not for all products and graphic formats, that is why, based on the brand message and value offer, companies must choose the appropriate channels. Keep in mind that to develop Social Commerce actions, companies need to apply techniques that generate interaction and calls to purchase action from social networks to E-Commerce.

In a strategic plan for Social Commerce, companies should constantly interact with their audience and client from a company-client perspective, through different advertising actions, providing solutions to specific needs, using a communication language based on the meaning of the brand, and what it represents. A strategic Social Commerce plan defines the “What”, “How” and “Where” from the interaction between the brand and the customer to generate sales.

Businesses provide a Content Plan for Social Selling  

For Businesses, the Content Factory will be the plan, the tool, that will draw the path, materials, and inputs to carry out the Social Commerce plan through the salesforce, thus turning the previously established bases into an action plan called Social Selling strategy

Here, the language of communication and promotion is different owing to the interaction that will be defined from the seller-customer relationship and not from the brand-customer. In other words, in the seller-customer interaction, the credibility and confidence are much greater, the trends and changes in purchasing behavior have shown this, and is the reason why companies complement their Social Commerce strategy with one of Social Selling.

The Content Factory for Social Selling is put in place by the salesforce, so you do not have to be or have a brand to carry it out, it can be developed as a tool and guide if you are a representative seller or an independent seller

The Content Factory develops:

  • Content publication scheduling.
  • The use of diverse communication tools and channels.
  • Attractive, high-quality material of the product that demonstrates its benefits.
  • Seller’s personal content guidelines, not only showing the products and services but also their opinions and lifestyle to cause empathy.
  • Brand image manuals.

To successfully use a Content Factory, sellers need: 

  • Content that generates value related to the products. 
  • Content that awakens and generates interest through themes that are curious and enjoyable for the audience.
  • Be consistent in creating and publishing valuable content.
  • Provide content where the audience, potential clients and current clients are present.

The ABC of the production of a Content Plan

To build a successful Content Plan for your Social Selling strategy, you should follow these steps:

1. Get to know your audience

Before creating content, companies and social sellers must know the type of audience they have, analyzing and investigating their characteristics, interests and customer behaviors in order to build relevant content. To achieve this, Companies and Social Sellers should create an archetype of the ideal client through a “Buyer Persona“. 

The method of “collecting information” should be focused on capturing demographic and geographic data such as location addresses, hobbies, interests, web searches and, social media profiles, detailed description of the client. After that, the characteristics will have to be captured in one or more simulation characters, creating an archetype of the ideal client.

2. Brainstorm activities, points of contact and content types

To create the content map of the content types that will be developed at each stage of the purchasing process, it is necessary to identify the types of content that have already been published on previous occasions and that have reflected significant interaction with the audience. 

After identifying them, the relevant types of content can be generated for each situation in each social network, classifying them as high-value content, new content proposals and content consumed by the audience. To reach a human-brand approach, it is important to have a mix between product advertising content and inspirational or emotional content. 

3. Assign the contents to the Commercial funnel

All previously identified content types should be assigned to the stages of the next funnel based on what you want to provide and get from the customer. In the purchasing process, your customers and audience look for information in all possible formats and, in addition, your customers can search and find these types of information in real-time and are always looking to satisfy their needs at the moment. With the development of the commercial funnel, you will be prepared to compete and guarantee your place as your clients’ preference.

Infographic Building the Content Plan for Social Selling

Awareness 

In this phase, your audience and potential customers become aware of the existence of your brand or your products on different digital platforms. Develop a digital presence to generate the “Top of Mind” effect. Your content should be focused on showing your existence and presence on digital platforms.

Interest 

In this phase you begin to strengthen your relationship with the audience since it has developed an interest and desire to explore your profile. They want to know about you, your products, and benefits. Your content at this stage focuses on showing your product or service as a way of solving the specific need or problem that your customer has, for example, you can create emotional video campaigns and guides of the characteristics and results of your product.

Lead Nurture 

Your purpose and work in this phase is to convince your audience that you and your products are the best option they can choose. Do a comparative analysis of why you are better than the competition. You must create more specific and personalized content for your client, for example, FAQ sections. This type of content transmits trust, credibility, and attention so that they enter into comfort and connection with the information you are providing and can advance in the conversion funnel.

Engagement  

In this phase, your potential customer already has a purchase intention. He has already decided that your type of product is something he wants and needs. Let him know why you are the only option at the moment and make his way to the purchase easier. 

At this stage you can make  product comparisons, mention all the strengths and benefits that are part of the solution that the client is looking for, now, you must bear in mind that you should not mention your competition with their name, you must do it generically. 

Purchase 

The process does not end when they buy from you. At this stage is where you should retain the customer for the next purchase, remember that it is easier to direct your customers towards a second purchase than to attract another customer for a new purchase. 

You must focus on offering loyalty content and totally personalized attention with the evidence of results, for example, success stories thanks to your product. 

Customer Success 

At this stage, you need a plan to stay in touch and turn your customers into fans. Integrate your customers in your community to keep them informed and focused on the next purchase.

Having the stages defined allows you to observe and analyze in detail the behavior of your users through your Social Selling and Social Commerce strategies and from there evaluate what works and make the necessary modifications to your Content Plan.

4. Assign achievable goals to measure the development of the content plan

To know if the content strategy and plan will bring the expected results and achieve the stated objectives, metrics (KPIs) must be established to evaluate the performance of Social Commerce and Social Selling advertising actions.

For example, if the goal is to drive more visits to the e-commerce website, then a metric should be assigned that measures and tells how many people are coming to the website as a result of the link placed in the content created for social networks or in the newsletter sent via email.

5. Take the content plan to action

Companies and Social Sellers have to choose the path of continuous improvement to evolve and renew to face the changes in the business ecosystem. Base your strategy on:

  • Planning. Create the structure of the Social Commerce and Social Selling plan,  define the actors in the arena, establish objectives, analyze the audience, decide the types of content to publish, define the metrics to measure results, all the processes to prepare the guide for tasks and actions. 
  • Do. Carry out all the actions of the previously mentioned guide. All processes and actions need to be documented with their respective work date to optimize the balance of resources analysis. 
  • Check. Based on the defined metrics, verify if the strategic plan has reached the objectives and goals or if it gave negative results. 
  • Act. Implement the necessary modifications to the plan to meet new objectives or respond to changes and developments of customers’ behavior. 

S4 Solutions for Social Selling Content Management  

S4 Social Selling Implementation Plan 

With our S4 Social Selling Solution, we offer you a complete implementation plan in your business in which we cover:

  • Business Design.
  • Content Factory building consultancy.
  • Recruitment processes.
  • Sales force training.
  • Technology for the operation of this channel: 
    • E-Commerce.
    • Replicated e-commerce website for social sellers.
    • Virtual office for social sellers.
    • Complete administrative back office for business management.
  • Operation.
  • Business and technology support.

S4 Academy 

S4 Academy is a Social Selling E-learning solution that helps to boost your sales team with training in business practices to generate more income through social networks. We offer a platform with courses, workshops, evaluations, videos, and more, aimed to teach sellers how to become Social Sellers.

Advantages of S4 Academy:

  • Train your sales force to continue generating income.
  • Implement new business channels.
  • Act fast, preparing yourself for new scenarios.
  • Anticipate the upcoming consumption changes.
  • Turn the business around, go digital.

Our S4 Academy solution is currently available only in Spanish, but will soon be available in English. Let’s stay in touch, let us know if you’d like to train your business’s Social Sellers with us.

Related Content:

Social Selling and Social Commerce, complementary practices

Technological Solutions for Alternative Sales Channels, empowering people

E-Learning to train in Social Selling: Empower sales force

Ecommerce solutions: building Social Selling brands and communities