Chapter 2: New revenue kids on the block
When I'm putting together a social strategy for a B2B SaaS client, my North Star goal is always to help sales sell/help drive more sales.
That means the strategy I present and the content I create ladders up to this North Star goal in some way.
Don’t get me wrong – it’s a big goal! But it's big enough to give me flexibility and clear enough to provide direction.
When the goal is to help sales sell, figuring out the next steps of the strategy is a lot easier because the question becomes: what helps sales sell?
Typically the answer falls within these buckets:
Creating a problem-aware audience
Boosting brand awareness
Nurturing brand affinity
Educating people about the product
Enabling easier, better-informed conversations with prospects
But companies aren’t a monolith, so you might have a different set of answers. Either way, the important thing to remember is to use these questions to guide your strategy and keep that strategy oriented to your North Star.
Memes and trends and silly skits can help do all of these things, but they can’t serve as the basis of your social strategy. They are the icing on the cake – and a revenue-focused social media strategy won’t work without the cake.