Your Business is the Product, your People are the Value

by | 7 Aug 23

This blog is my thoughts on how you should be using your EdTech and Education Service business’s social media accounts, and how it should align with your employees’ social media presence. Now, I have to be honest right off the bat – I think a lot of businesses in this industry are getting it wrong.

You’ve probably heard the saying “Sell benefits, not features.” Well, here’s my possibly controversial take – I don’t fully agree with that. Let me explain why.

Your business itself is the product, and your employees are what makes your business unique. They are your secret weapon, setting you apart from your competitors. So, your business’s social media account should highlight your products, services, and features, while your employees drive home the benefits and value they bring.

Now, you might be wondering why this is so important in today’s social media landscape and how it impacts your customer journey. Well, that’s exactly what I’m going to delve into next.

Table of Contents

Use these links to jump straight to the part of the article that interests you most.

> Let’s Start With The Customer Journey
> Why You Should Empower Staff
> Why You Should Promote Features

Let’s Start With The Customer Journey

Let’s start right at the beginning: Brand Awareness.

I’ve got some eye-opening data from CEB that you need to know: buyers are already 57% through the buying process before you even realise they exist. That’s a big problem, but we can fix it. We need to make sure that schools and MATs are aware of your brand.

So, here’s the plan: empower the people in your company to connect with customers and prospects online. Let them create and share their own content and opinions on social media. Why is this so important? Well, these days, your people are the gateway to your business. Schools and MATs aren’t just stumbling upon your website and deciding to buy. They’re doing their research, seeking recommendations, and looking for solutions to their problems in the market.

Worldwide Data

And get this, DataReportal recently reported that a whopping 73.7% of social media users look for new products and recommendations on social media platforms. Seriously, that number is mind-blowing! It makes you question whether those Google Ads are worth your money anymore, right?

And let me tell you, the world is practically living on social media these days. As of August 2023, a staggering 4.88 billion people are using social media platforms. That’s 60.6% of the global population and the vast majority of the developed world.

This just reinforces my belief that relying solely on Google Ads, a great website, and a simple “contact” or “book a demo” form is no longer cutting it. If that’s all you’re doing, I can guarantee you’re missing out on a ton of opportunities.

Jumping On The Bandwagon?

So, it’s time to step up and implement a solid social media strategy. But hold on – this isn’t just about jumping on the bandwagon and creating more posts from your company account. It’s about empowering your people to connect with your customers and share valuable content. We can’t ignore the fact that people are using social media loads, they’re spending an average of 1 hour and 46 minutes per day on social platforms in the UK alone.

Now, you might be thinking, “But schools aren’t on LinkedIn!” Well, you’d be surprised. Check out this post that explains how schools are indeed on LinkedIn.

But to give you an idea, I did some quick searches on LinkedIn, and here’s what I found for the UK alone:

Now Scale

Imagine this: all your revenue operating teams, from Marketing to Customer Success and Sales, actively engaging with customers and prospects on social media. And not just one team member, but everyone, every single day. It’s a game-changer.

By taking this approach, you’ll witness your reach to prospects skyrocket. It’ll go way beyond what you can achieve with just your company’s LinkedIn or X (Twitter) account. Don’t believe me? Check out this blog that highlights Arbor, the fastest-growing MIS in the UK market, and how they could grow even more with this strategy.

Now, here’s the exciting part – by doing this, you’ll be flipping the findings from CEB (remember that eye-opening data I mentioned earlier) on its head. You’ll ensure that schools and MATs not only know about your brand but also have a genuine relationship with your people. And that’s what will truly set you apart from your competitors who are still relying solely on Google Ads, website tweaks, and hoping for form submissions.

It’s time to make a bold move and empower your teams to connect with your audience on social media. Trust me, the results will be worth it.

Why You Should Empower Staff

We’ve already established that people rely on social media for product research and recommendations. And guess what? Schools and MATs are no exception. They’re turning to social media to find the solutions they need, and more often than not, they’re seeking advice and opinions from their peers.

That’s why it’s crucial to have your revenue-generating teams active on social media. They should be there every day, sharing valuable content, engaging in conversations, and being a part of the discussions your prospects and customers are having.

By empowering your staff to take this approach, you’re not only elevating your business in the market, but you’re also building an army of trusted advisors. And let me tell you, that’s a game-changer!

It’s not just about your sales team, though. Your Customer Success teams play a vital role too. By engaging with your current customers online, nurturing those relationships, and providing valuable content, they’re turning them into advocates.

So when prospects reach out to their peers for recommendations, guess whose name will come up? Yours! Your people will be right there, online, where your customers and prospects are, ready to connect and add value to their journey.

Imagine the impact this can have on your business. It’s all about making genuine connections, adding value, and showing that you truly care.

Why You Should Promote Features

So, your prospects have already heard about your amazing team through recommendations from their peers. But hold on, the job’s not done just yet. Naturally, they’ll want to do a little more digging. At this point, they’ll be curious to know what your product or service actually does. They want the juicy details, the features that make your offering stand out.

We’ve all been frustrated by websites that talk about value, outcomes, and benefits without actually showing us what the product does. It’s like a never-ending loop of vague promises. Don’t get me wrong, explaining value and benefits is important (and I covered that earlier), but without a deeper look at the product itself, people get annoyed and click away. And you know what happens next? They head straight to your competitors.

That’s why your talented team should be connecting with people, and sharing posts about the problems they solve. When prospects or customers enjoy that content, they’ll naturally click through to see where these experts work. And that’s when they’ll end up on your social media page or website.

This is the moment of truth. Your business’s social accounts and website need to clearly showcase the solution. No ambiguity, no guesswork. If you get this right, you’re hitting all the points your prospects need. They already have a recommendation, they’ve connected with a real person, they’ve gained value from the content, and now you’ve proven that your solution has the features they desire.

Here’s The Summary

Promoting just features or just value won’t cut it. You need both. If you only rely on social media posts from your company account, with your team members liking and sharing them, you’re not going to see much success. Why? Because teachers, headteachers, and MATs will simply think they’re being sold to.

On the flip side, if your staff is solely focused on creating value and problem-solving posts, all that amazing work goes to waste. Because prospects and customers won’t be able to find out what your solution actually does.

So, let’s get your Salespeople and Customer Success team involved in social selling, while your Marketing folks focus on product selling. Trust me, the rewards will be worth it. It’s all about finding that perfect balance and giving your prospects exactly what they’re looking for. Let’s make it happen!

Social Selling Training & Coaching

Do you need more meetings with prospects and customers? Are you frustrated with the lack of sales leads and customer meetings?

Learn how to get between 5 and 20 extra meetings, per week, per person.