It is known as proxemics, the part of semiotics (the science that studies the system of signs used in communication) dedicated to the study of the organization of space in linguistic communication; more specifically, proxemics studies the relationships -of proximity, distance, etc.- between people and objects during interaction, the postures adopted, and the existence or absence of physical contact. Likewise, it aims to study the meaning that emerges from these behaviors.
Proxemic competence allows people to create an interaction framework in accordance with spatiotemporal coordinates that express certain meanings and that, at times, adhere to a complex system of social restrictions that can be observed in relation to the sex, age, and social and cultural background of individuals.
Cervantes Institute
Optimum Sales – Proxemics in LinkedIn content publishing?
Although proxemics is a term that defines non-verbal communication during moments of personal interaction, when preparing an editorial plan for LinkedIn, we must consider being appropriately proxemic.
The publication of content on LinkedIn has three basic objectives: the first is to generate relevance, the second is to generate notoriety for the person or company publishing it, and the third is to combine these two objectives and elevate them to a higher one, generating influence.
Influence is given to you by the relevance in the intellectual debate with your contacts and allows you to discuss visions, ideas, and opinions with a clear granted authority. If these contacts are your clients, your content speeds up your sales processes.
The production of the content that a sales team must publish should be planned and produced by the marketing or communication team, and above all, aligned with the commercial strategy. This way, the appropriate quality, format, and intensity will be achieved for them to be efficient.
This content production MUST NOT turn into an endless advertising campaign but should be a space for your own or third-party knowledge focused on addressing the reality of your customers’ concerns.
To be efficient in this task, our content plan for LinkedIn must answer these questions:
- What is the main position of the contacts to whom I direct the content?
- What is your market of operation?
- Within your market, are you in a specific subsegment?
- In which commercial cycle is it going to be published?
- At what commercial moment will it be published?
The answer to these questions will provide you with the necessary proxemics so that your content is consumed by your clients and gives your sales team the real influence to accelerate their commercial processes.
