Marketing vs. Sales: Where Social Media Fits In
For many Nova Scotia business leaders, one question keeps coming up:
Is social media a marketing tool or a sales tool?
The answer: both—and neither, if used incorrectly.
Marketing happens before, during, and after the sale. It’s how you build your brand, attract attention, and stay top of mind. Selling, on the other hand, is personal. It happens one-on-one—when a prospect makes a decision.
Social media can bridge these two worlds. It can raise awareness, generate leads, educate customers, and establish thought leadership. But when left unchecked, it can also become what Sandler calls “no-pay time”—activity that feels productive but doesn’t move the needle.
Avoiding the Social Media Trap
Not every minute spent online is good for business.
Many salespeople fall into the trap of scrolling, posting, or “engaging” under the banner of marketing—without any measurable outcomes. That’s why social media should be treated like any other business development tool: scheduled, tracked, and intentional.
Success lies in blending marketing visibility with sales activity. Neither can stand alone. The strongest businesses in Nova Scotia are those that integrate both disciplines—using social platforms to start conversations that lead to real-world relationships.
Platform by Platform: What Works
Twitter (X)
Twitter is less about follower counts and more about connection. Use hashtags to join relevant conversations, share thought leadership articles, and promote your company’s events or insights.
Always ask: “Is this tweet valuable to my audience, or just self-promotion?”
Readers can spot ego-driven content instantly—and they scroll past it just as quickly.
For business professionals in Nova Scotia, LinkedIn is your strongest ally. It’s designed for networking, credibility-building, and lead nurturing. Use it to:
Share company updates or event invitations
Post articles that demonstrate expertise
Offer and request authentic recommendations
Engage with your “outer circle” of potential clients
Consistency and authenticity outperform volume every time.
Facebook requires restraint. With endless group invites, page posts, and event notifications, oversaturation is easy. Keep posts short, focused, and valuable. Ask yourself before publishing:
“Would I stop scrolling to read this?”
Cut to the chase, and offer something worth your reader’s attention—insight, entertainment, or a clear next step.
The Real ROI: Consistency and Control
Social media is often seen as low-cost—but time is your most valuable investment. Evaluate:
How well does each platform reach your target audience?
Can you track engagement or conversions?
Are you staying in control of your schedule and message?
If you’re serious about integrating social media into your business development, treat it like a sales meeting. Block time, track progress, and show up consistently.
The Sandler Perspective: Real Selling Still Matters
At the end of the day, most business still happens person to person. Active prospecting—calls, meetings, and conversations—remains the top driver of sales success.
Social media should support, not replace, your selling efforts. Use it to open doors, not to hide behind them.
When used strategically, social platforms can strengthen relationships and boost sales productivity. But without discipline, they risk becoming just another distraction.
© Sandler Nova Scotia | Eric Fry, Sandler Trainer
For a complimentary copy of “Why Salespeople Fail and What to Do About It,” contact Sandler Nova Scotia at 902-468-0787 or email salescareers@sandler.com.
Learn more: www.atlantic.sandler.com
