At one point during every sales coaching engagement, the subject of creating content comes up.

It’s not really a question of if salespeople should be creating and engaging in content online- it’s what content, it's where to find the time, and how to do it effectively and efficiently. 

It came up in a coaching call with a current client today after we forwarded a blog post and told the client; “This would be a great place to comment,” to which they replied,”I’ve never commented on a blog post, so not sure how to begin.”

When we discussed it on the coaching call, the thing that came out is that it seemed like a lot of time to make comments on posts, so they never bothered. So I challenged that assumption with a few math questions like; How long does it take to write and promote a blog post or to send cold emails or cold call? How long does it take to read 500 words and make a three-sentence comment once a day?

Of course, to comment you also need to read. I know- how insane am I to suggest that you actually read the content that your buyers read? I mean, really- it’s not like you need to know anything about them and their world to help them buy the right solution for their problem, right?

Here’s the thing, you have to be willing to do whatever it takes to get the attention of your ideal client. Hint: it's called prospecting! And that may mean doing something you haven’t done before or aren’t comfortable with. If that means going to networking events, you go to networking events. If it means going to trade shows, you pack your bags. If that means commenting on podcasts, blogs, or forums where they are, you comment. 

Use comments to create micro content that get buyers attention

There are plenty out there who write a plethora of articles on topics that your buyers are reading, listening to, or watching. Most of those platforms allow for comments and a hyperlink URL for the poster.

So how do you decide where to comment?

Here are a few place you can start:

• LinkedIn groups where your buyers are-
  There are groups specific to industry, role, college alumni. Simply look at a sampling of the LinkedIn profiles of your buyers to come up with a list.
• Competitor blogs-
  Do you have a different viewpoint on things your competitors are talking about? I can’t think of a better place to comment, can you?
• Industry or association forums-
  There is an association for anything you can imagine. They typically have a community forum or blog where people ask questions.
• LinkedIn articles and updates-
  Like, comment and share your buyer’s (and competitor’s) content on LinkedIn.
• Quora, Medium and other content platforms-
  These platforms are increasing in engagement and content exponentially.

Your next question might be, but what should I say? A comment could be something like:

• Great post, your point on X is especially important to <job role> that want to achieve <outcome> because <obstacle or issue> is so prevalent.
• Interesting insights here, I wonder if you have also heard about the recent <research, announcement> how do you think that will play a part in <specific point in post>?
• Great summary, I would only add this for readers to consider when thinking about <problem/issue>, if not taken into account this could impact how well <outcome> performs.
• I like your point about “quote from post”, but not sure I can agree that “quote from post”- what about <list of other perspectives or points>? I would be very careful when doing X, it can lead to Y and impact Z negatively.

Notice that I don’t say anything negative? I have learned to follow my Nana’s advice; “If you don’t have anything nice to say, don’t say anything at all.” It’s easy to tear down someone else by saying “This is the worst advice I have ever seen.” It may get more attention, but not all attention is good. If you can’t add value in your comment and present a supported opposing view without attacking someone, it defeats the whole purpose of making a comment in the first place.

The whole point is to have the reader get a glimpse of how you think and become curious about who you are. That’s why with every comment you make, if the platform allows you to use a website URL, use your LinkedIn profile.

Then when those readers look at your profile, you can see who they are and ask a simple question, “What brought you by?” And a conversation can start from there.

So come on, your turn. Start by commenting here. 

For more tips on how to use LinkedIn to engage with buyers without being "salesy", download the "Inbound Way to Use LinkedIn".