Content marketing is the most valuable strategy for organically increasing traffic to your business. So If used properly, it will turn your website into a potential customer and opportunity generation machine. So let’s see how content marketing to your company’s sales!
However, as your potential customers progress in the sales funnel, the benefits will continue to exist. In addition, stages of the funnel and coordinate your marketing and sales teams to use them to drive the conversion of leads to sales.
But first, do we mean content? content marketing;
Content is related information that can be transmitted in different formats, such as:
- articles in magazines;
- blog posts;
- demos and presentations;
- case studies;
- product review;
Today, for most companies, sales are more than just products and their prices. So naturally, therefore, the adequacy of the solution to the problem, the speed of response, and even the authority that the opportunity feels on the seller will affect the negotiation.
But it sounds a lot. However, the excellent news variable can be handled by the salesperson and utilized by content marketing.
Let’s see some examples ? content marketing;
- Be seen as an expert and build authority.
- Get ahead of the competition.
- Better understand your customers.
- Educate and inform the customer.
- Have agility in the answers.
- Tailor the solution to the problem.
- Be more consultative.
- Feed the relationship.
How to know the right content marketing to help the sales team? content marketing;
How do you decide which content is suitable to support your sales team, provide various types of content marketing, and many reasons to use them?
To choose which to use, we need to remember the golden rule of content. This rule says that good content must be helpful to certain people at certain times.
In other words: to define what content will become part of the seller’s daily life, you must consider who the content will focus on — the seller or the customer — and when they are.
However, content marketing enhances the seller’s capabilities. The most important critical use of this content is to train sellers. In addition, understand the sales process, and get an in-depth understanding of your company and its products/services. So these are all areas where content can help your team.
Some materials that can empower sellers are:
- Documents that detail your company’s personas.
- Articles about sales.
- Articles and news about your industry.
- Description of your products.
- Company sales guides and processes.
- Surveys that support the value of your products or services.
Moreover, content marketing can be for the prospecting phase. During the prospecting phase, the content can be used for you to be found by your potential customers, for you to catch the attention of your prospect, and to demonstrate credibility.
The use of these contents may depend a little on your sales methodology, but some good examples are:
- blog posts;
- comments and responses in discussion groups;
- articles and surveys that address a particular issue in your client’s industry;
- current customer cases;
Prospecting content can detail issues on your prospects’ minds as they try to solve a problem. Do you find it challenging to identify this? Of course, but rest assured, it is not.
You can triage themes by simply asking your customer base what they were looking for or had difficulty with when they found your business. So the objective is to find problems explored in your materials, making your company a reference in the market.
Moreover, content marketing can also be for the negotiation phase. During the negotiation stage, you can use the content to reinforce your customer’s interest, support an argument, exemplify the product’s applicability and even rescue a negotiation.
The main types are:
- articles and blog posts;
- studies and research;
- cost/earnings analysis;
- success cases;
- Customer testimony.
Imagine a potential customer telling his salesperson that he does not intend to buy because he will be close to the competition and finds the company’s products more pleasant.
At this point, an excellent example of content to be presented is explicit comparison material between your product and competitors, a presentation or report with attractive images and graphics, and eye-catching figures.
Contents for after-sales; content marketing
The customer has already purchased an idea and the product in post-sales, but their experience often extends beyond the purchase period.
The main precautions at this stage are to help the customer consume your product/service, work on their relationship with a service that is beyond efficient and generate new sales.
For all this, a good strategy is used as content marketing:
- product description / instructions;
- explanatory videos;
- training and certifications;
- customer market news;
- guides for using your product to solve specific problems.
How to Use Marketing to Leverage Your Sales:
Generating quality content for your team and customers can be that extra step your company will take to boost your sales, but it’s not enough.
It would help if you made your attraction and conversion gears run. For this, it is important to keep an alignment between your Marketing and Sales teams. Only then can you optimize your salespeople’s results.