I am a big believer in the philosophy that you can only sell what is already true. This rule applies to sales, as well as social media marketing.
What I mean by this is that people (potential customers) have current pain points, problems, emotions and beliefs that exist right now. To these people, their issues are real, true and authentic … these challenges or opportunities are facts to them.
In contrast, the thought that your proposed solution is the best way to address their needs is an opinion. At best, it is a believable opinion if they are familiar with your company or products. At worst, it is not even on their radar as an opinion if you are unknown to them.
My suggestion for anyone looking to sell something on social media is to focus on what is true. Focus on owning the space around customers pain points … because the pain points customers are experiencing is true. Product content that shows them you are the authority or knowledge base for dealing with their pain points.
In many B2B situations, this is also the best way to “sell the meeting” instead of trying to “sell the solution” right off the bat. Businesses typically have a hard time selling on social media because they try to sell directly in the same way they would with a face-to-face sales call.
Once potential customers know you understand and own their pain points, you will be a much more credible source of information. That puts you in a position to influence potential customers opinions as to what the best solutions for their challenges are prior to any attempts to close the sell.