For your entertainment; a short knock-off skit based on the Drew Carey TV series “Whose Line Is It Anyway?”
The Host: Welcome to “Whose Content Is It Anyway?” Where the quota is made up and the revenue doesn’t matter. Our first skit is called, “Your marketing content sucks.” Mr. Sales VP, you’re very nervous; you’ve just examined your sales pipeline and discovered your team will not meet its sales objectives.
Ms. Marketing Rep, you are a super confident business development person from a marketing technology company ready to save the day.
Ready? … Action!!
Sales VP: Oh my! No wonder we don’t have a #salespipeline. We don’t have the support we need to nurture our leads and move them through the #salesfunnel.
Marketing Rep: I know #whatkeepsyouupatnight. You have a #contentmarketing problem! Our #robust #scalable #cloudbased #revolutionary #unique #endtoend solution helps business #engage with their prospects so that they can #buildprofitableloyalrelationships and #closedealsfaster!
Sales VP: I’m glad you called! I’m so lucky you just happen to come across my #LinkedIn profile and decided to reach out! Our #marketingcontent is terrible. Is there any hope??
Marketing Rep: Never fear! Although your pipeline is practically nonexistent, we can help. We can quickly implement our solution and you’ll be #fillingyourfunnel in no time!
Sales VP: Oh thank you!! I’ll sign the #orderrightnow!
Content is the Totality
Can you relate to the skit above? Of course not, your quota may feel like it was just made up, but you know revenue always matters! OK, on a more serious note; did you notice that marketing was thrown under the bus? The “what keeps you up at night” situation was described as a “marketing content problem.” But what if the social profiles of the sales force is the real content problem? Content is the total picture. And that means you’re always both the messenger and the message. Your message may contain great content concerning your product and your company, but the receiver is still going to check your personal credentials. Yes, they are going to look you up on LinkedIn and will probably Google your name. The question is; are they going to find someone they believe is capable of adding value to their day, and allow you the opportunity to develop their trust?
Making a Good First Impression
There is no room for error here. Does your profile brand you as a professional?
Social platforms, particularly LinkedIn, are ideal for business development. If used properly they can be a map of all your business contacts, and create a route to important prospects you don’t know yet. Just remember, you are both the messenger and the message.