If you don’t have quality content creation at the core of your business, you will have to buy a content business, or your business will die – says David Friedberg in his All In Podcast.
With the growth of organic social media marketing (as opposed to paid advertising), capturing your ideal buyer’s attention and engagement – so you influence and sell more has never been more critical.
Content generation is the core differentiation and attention capture device for more new revenue capture.
For many businesses, they didn’t get the memo – the world has changed.
Gartner understands sales; they researched salespeople. Here’s what they found:
- 89% of sales feel burned out,
- 54% are actively looking for a new job,
- 59% think management doesn’t understand how to motivate,
- 67% feel leadership is overly optimistic and disconnected from seller reality,
Of more than 900 sellers, Gartner reveals that 89% are exhausted.
The traditional management response is to
- Lift compensation,
- More personal recognition,
- More focus on organisational culture,
But these approaches don’t work today.
We’ve recently studied seller motivation to answer the question on everyone’s mind: how can sales leaders increase seller motivation to close more deals?
Buyers today only want to speak to a salesperson (if at all) until they are 90% through the self-education about the market, your brand and how it can solve their problems.
Sales will always struggle if your content doesn’t actively help explain the who, what, how, and why to potential ideal buyers.
Thanks to the democratisation of content creation, many businesses of all sizes have started working and paying creators or media companies with an owned audience to get in front of their audiences so businesses can sell more.
It worked insanely well.
- The best creators didn’t use traditional market products they didn’t personally believe in – for some businesses, they couldn’t capture the best creators to promote their products.
- Businesses were not just buying a published post; they were also buying alignment, the trust of the creators’ audience, and content they could reuse on their social media channels.
- Potential buyers want to see what creators have to discuss when something new comes out. It’s like watching Farmer wants a wife — some can’t wait to turn it on and see what happens next, which doesn’t happen with billboards or most paid advertising.
- Creators focus on the story behind the products and the business simply by consuming, using, and wearing them; they can instantly become hot and on-trend.
The financial benefits
Unlike paid customer acquisition, the content cost becomes cheaper as you grow – when you build an audience with good content.
Retailers use loss leaders to drive attention and traffic — for most businesses, great content is their loss leader (their cost) to drive attention and qualified leads.
The next trend
Now more creators are launching their brands. The barrier to entry for them is 80% lowered — they have their fans and an ideal customer base from which to grow their new business. Some examples are
- Chamberlain Coffee by Emma Chamberlain,
- Love Wellness by Lo Bosworth,
- Skims by Kim Kardashian,
- Happy Dad by NELK,
- Apparel by Danny Duncan,
Social Selling is replacing traditional selling – your burnt-out sales and marketing teams – need your help to integrate the new – there is a methodology to achieve this.
The best businesses of all sizes and industries in every country are reinventing themselves to Social Selling to win more new buyers from new markets – faster.
Social Influencing and Selling (#socialselling) – this is where your ideal potential buyers walk towards your business rather than your business – chasing them.
It is time to ACCELERATE communities of PASSIONATE NEW BUYERS by fuelling and facilitating their insatiable hunger for authentic content and conversations – so your business captures enormous attention and engagement – influence and sell more.
Now the most valuable asset in the world today is attention.
The FASTEST growing businesses have one thing in common they get more attention on multiple social media platforms – every day.
- More attention first
- Next More engagement
- Influence and Sell More.
Our business reflects the human truth: we are a social and human-first digital agency built on strategic narrative and pitch across platforms.
We accelerate powerful buyer insights gained through micro-content that ultimately influences actual business results.
Your ideal buyer truth is our lifeblood – we are loyal to it, defend it and accelerate it.
There is no longer a single, generic message served to a mass audience – now drive buyer attention and revenue growth by speaking specifically and differently based on who they are, by listening and understanding more.
If you have read this far, thank you for your attention.
There are over 150 free previous newsletters – like this one at accelerateyourbusiness.today – look for the tab – How to Influence and Sell More.
It means a lot. I hope this helped you even a little bit in better making sense of this topic. If so, please, share it with a friend who might also benefit from it.
Thanks for reading,
David
