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  • #7010093
    Content Strategy
    Adam Shilton
    Participant
    Jul 25, 2022

    Hey all,

    I don’t know whether anyone can provide some thoughts around this.

    In line with the Social Lead Gen framework, I now have a personal brand that provides insight to my ideal buyer.

    [Note] For anyone wanting to dig more into content strategy I’d highly recommend looking up Devin Reed at http://www.thereeder.co

    I’m now at the stage where I’m wanting to produce more content focusing on my ‘Niche Knowledge’ I.e expertise that I can provide to my target market that only I can provide with my experience.

    I’ve hit a bit of a brick wall as I’ve never lived any portion of my life in the shoes of my ideal buyer.

    – Will has experience as a salesperson – His niche knowledge is geared towards making selling simple

    – Devin has experience as a content marketer – His niche knowledge is around… content marketing surprisingly

    – There’s a few people in my network that have previously worked as finance professionals, and now provide strategic guidance to finance teams.

    My experience is selling SaaS solutions to finance teams… but I’ve never worked as part of a finance team.

    I have a feeling that I’ll never be able to provide true insight to my target market because of this.

    Am I overthinking this?

    Any tips on crossing the bridge between my world and theirs?

    Adam

    #7010096
    Will Barron
    Keymaster
    Jul 26, 2022
    Will Barron Jul 26, 2022

    Am I overthinking this?

    Yes :).

    How many times in your buyers career do they buy as SaaS solution similar to yours? Once? A handful?

    How many times have you sold this solution? How many of those conversations have you had? Loads.

    So your personal insights can include –

    – The process of buying a solution – The pitfalls, what to look out for, how to speed up the process etc
    – The benefits that solutions like yours can offer
    – Helping drag finance professionals into the modern, software driven world – Review other software tools, sell the benefits of automation etc
    – Explain how to track ROI from software so finance professionals can get it signed off internally
    – How to reduce month end completion times
    – Future planning, market shifts (global recession likely) etc
    – Share client testimonials and tell their stories – Use the storytelling framework to make your customers the hero’s in front of your prospects

    PS – You’re doing amazing with your content. You have 8x the followers on LinkedIn that the company you work for does. You’ve become a real marketing asset to them.

    But don’t get too carried away with the numbers/attention. The only goal of content is to get deals done. Make sure you have a clear pathway from the content you create to a contract getting signed.

    For example –

    Salesman.org podcast/YouTube > Free SalesCode Assessment > Email cadence > Call > Sign up

    We don’t produce anything that doesn’t eventually lead to offering the free assessment. Stay focused on the bag.

    #7010134
    Adam Shilton
    Participant
    Jul 26, 2022
    Adam Shilton Jul 26, 2022

    Thanks Will,

    Forever proving clarify to frazzled and muddled minds.

    Appreciate your insight as always. I’m making a note of your content ideas as we speak 😉

    Hope you’re well mate. And hope Walter is doing OK also…

    Adam

    #7010137
    John H Holiday
    Participant
    Jul 27, 2022
    John H Holiday Jul 27, 2022

    Thanks Will,

    Forever proving clarify to frazzled and muddled minds.

    I needed to hear this too! It’s so easy to miss the forest for the trees when creating content in this game.

    #7010151
    Will Barron
    Keymaster
    Jul 28, 2022
    Will Barron Jul 28, 2022

    Thanks Will,

    Forever proving clarify to frazzled and muddled minds.

    I needed to hear this too! It’s so easy to miss the forest for the trees when creating content in this game.

    Haha it’s the same for me too John. Look at all the content we were producing 12 months ago (this week in sales, social selling show, loads of interviews…).

    I killed most of it, focused on actually helping people with shorter, more step-by-step content and profit has gone up.

    Less work, helping more people, bigger profit is the way to go.

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