1. Your audience is there.
Really there. Not scrolling, zooming, clicking, texting, talking…in addition to “reading.”
On the weekends, readers aren’t usually (as) inundated by work deadlines, familiar duties, cooking responsibilities, networking events, general stress and mayhem.
This means the brilliance you post will more likely be consumed without distractions. You write pure content magic –> that magic really sinks in and gets digested by a captive audience. Or at least that’s the weekend dream, anyways.
2. People want to relax.
You know what makes people happy? Relaxing. You know what a lot of people do to relax? Read. The weekends are when I get the deepest in my blog archives. I go the extra mile and click the “previous posts” arrow. Weekends are also the time I dive into that stack of New Yorkers that somehow keeps piling up. People who want to be reading—print or digital—are more likely to feel positively about your content when they are happily weekending.
(I’m always a little surprised that the blogs that are brimming with content Monday through Friday… aren’t very frequently updated on weekends. I end up tearing through a bunch of them, catching up on the week’s worth of news, but still wanting something fresh too.)
3. Your content is probably better.
Okay here’s my unpopular opinion: Go above and beyond scheduling content on the weekend—write it on the weekend. Or at least that most important article.
Are you writing a post on a Saturday? Then Reasons 1 & 2 above apply. You, the author, will be more focused, rested and relaxed. You’re sitting in your pajamas, probably. Relaxing and writing superior quality content. It’s nice.
Writing on a Friday? That’s okay too, you’re probably feeling pretty good because the weekend is coming, and you don’t have any posts to write.
Good news for brands and enterprises using the Po.St link shortener: Rallyverse now integrates with Po.St across our social publishing, content hubs, and social selling apps.
That means that the links you publish and share via Rallyverse will published as unique, trackable Po.st links with full analytics on engagement activity available via your Po.st analytics dashboard.
Getting your Po.st account integrated into Rallyverse is extremely simple. Head to Settings –> Publishing and add your Po.st API key. That’s it. As soon as you add it, we’ll start shortening all of your outgoing links with Po.st URLs.
Your social selling program should serve two goals: (1) to help your sales team to connect with clients and prospects and (2) to scale your brand’s content and messaging via one-on-one conversations. Keeping your team engaged in a way that works for your brand and for them as individuals — and which avoids a harrowing trip into cat-herding/ goat-rodeo territory — requires patience, discipline and the right strategy.
Here are three simple tips for making your social selling program successful:
1. Make It Easy: No Logins, No Downloads, No Drag
Everyone is busy — especially your sales team. Adding social selling to their daily to-do list can only work for them if it doesn’t steal time from the ways they get paid: prospecting, nurturing and closing clients. When you’re assembling your social selling plan, remind yourself that your sales team is looking to get maximum impact from a minimal investment of time, and the more time they spend futzing with program overhead the less tiem they spend selling.
What it means in practice: don’t burden your team with too much overhead. Apps, intranet sites, new logins — all of these things increase the cost of the program for your users. If there are tools involved, keep them simple and lightweight (email is just fine, for example).
2. Make It Relevant: Acknowledge The Conversation Is Bigger Than Your Brand
Your social selling program should help to promote your brand objectives, but that doesn’t mean that you should use a social selling program to exclusively talk about your brand. Each of your salespeople owns a set of relationships within an industry and a geography that is unique to them — one that will have its own unique set of topics and conversations that matter every day. The content your salespeople share and the conversations they start need to reflect what’s most relevant for them.
What it means in practice: if you’re providing content for your sales team to review and share, be sure to customize that content by geography and industry. Oh, and don’t just push your company’s Owned content; be sure to mix in third-party content on the topics that matter most to your team. If you’re sending them content that they themselves want to read, you’re doing a good job.
3. Make It Human: Let Your Teams Be Themselves
The best part of a social selling program is that it offers your sales team a set of opportunities to be more effective at their jobs. That is, it combines your sales team’s knowledge of their customers and markets with content and channels where they can connect directly with customers and prospects. And if you’re running the program, remember that you can provide the inputs for your team, but they’re they ones who’ll make the outputs successful. Respect that. Give them tools to succeed, and get out of the way.
What it means in practice: let your team be themselves. Don’t be draconian about program rules and content approvals — trust that they’ll make good decisions and you’ll be pleasantly surprised. If you were looking for an army of people to retweet the company’s latest blog post verbatim you should just set up some dummy accounts and do it yourself.
From photo-shopped celebrity Instagrams to orchestrated iCloud hacks, images, it seems, keep cropping up in the news.
That images can lie is no secret, but a dangerous paradox has evolved: The more users crave spontaneous crowd-sourced images, the more we manipulate and borrow to fulfill that need.
It seems only natural, then, that with an exponential increase in user-generated, digital images, we would find a means to filter through it all and, more importantly, to value some images over others. And that’s what people are doing—really looking closer now at photographs, Snapchats, Instagrams, Vines, illustrations, infographics, typography, anything public-facing attached to a brand.
Instead of “How nice does it look?” or “Does it fit with the content?” viewers are asking “Is it real?”
We encounter so many images every day it seems counter-intuitive that we would pay more attention. But we are and the bar for quality has been raised. Authenticity has never been so important right now.
What does this mean for content marketers? Well, at a minimum, it means you can’t get away with a stock photo only loosely related to your content. Not only does it not feel real, but users will balk at the obvious disconnect and lack of effort.
But you already knew that.
What it really means is that the stakes are much higher for cheating. There are many blogs devoted to tracking the horrific retouching jobs that populate our newsstands and this practice will only increase. The more successful your brand, the more it will be scrutinized and, in this case, the more the authenticity of your images will be evaluated.
But there’s good news too. You will be rewarded for your energy and truthfulness. Users are generous to those who give a little. Images (and content!) that are genuine, personal and really connected to the author will resonate more than any stock photo. I’m more interested in your office the way you see it than a fleet of attractive employees enjoying their strategy session.
(Rallyverse Global HQ; fleet of attractive employees, not pictured.)
The point of all these new channels is to bridge your world with everyone else’s, so why not give it a try? Some brands are already getting the picture.