You can’t always find more prospects with a 3,000-word ebook lead magnet, but you do have greater chances of closing a deal if you build a relationship with your client. If your content doesn’t show your prospect how your business can make their lives easier from the get-go, you’ve lost them.
But how exactly can you create valuable content that wins new customers? The answer lies within your business departments. Tap into the knowledge and database of your IT and sales teams to better understand what your target market needs and how you can nurture customer relationships.
Your buyer’s journey process can be a rather slow one – sometimes taking weeks, months, or even years until they surpass the talking stage and become loyal customers. The journey is not even linear. Much like any relationship, the process to get from point A to point B is messier than we think.
Most people consider content creation a marketing activity, but it’s also essential for sales. You need to map content to sales stages: What concerns do buyers and sellers encounter at each stage? Why does it take long for some buyers to reach the bottom of the funnel? How do we advance a prospect?
As the buyer advances through the sales process, you would also need more sales enablement content (a.k.a. conversion opportunities) – may that be through testimonials, deeper product-benefit messaging, and data-driven posts. You need to hit them right in the middle of their pain point so that they are convinced that they should work with you.
You can’t just pump out content tangentially related to your niche. One vital, but often overlooked, way of curating content that can turn leads into customers is by merging IT and sales topics. Let’s dive in and talk about creating sales enablement content that does all the selling for you.
Clarity is king. There’s a fine line between well-written articles and firing off flowery words and technical jargons that only a handful would understand. We know you want to show people that you are an expert in your niche but chances are, your reader may not be as well-versed as you. You have to learn how to clearly communicate intricacies and tongue-twisting terminologies.
Further, great sales content is built on conciseness and confidence. The truth is, if you can’t explain a topic or your product offering in simple words, you probably don’t understand it well enough. Try to avoid technical acronyms and unnecessarily convoluted blabber unless these are absolutely called for.
Even if your market has mixed levels of technical affinity, you should understand them well enough to tailor your content appropriately. By focusing on common pain points and customer needs, you’ll know exactly how and when you can assist them.
People love knowing exactly what they’ll expect when they engage in business with a particular brand. That’s why you should focus on product-benefit messaging strategies. More than the nitty-gritty details, you have to give your prospects reasons to buy from you.
Nowadays, consumers have a short span shorter than that of a goldfish. This means you have to up your content game to keep up with the times. Hence, creating micro-content – a small group of words that’s easily skimmable – has a powerful impact on your brand’s reach. So just get straight to the point.
You could craft a landing page that asks visitors to request a demo about your products and services. Demos – whether it be through a pitch deck, short video, or product features page – explain your product’s relevance to prospective clients.
3) Informational Posts with Data
Numbers can sometimes tell a story that words can’t. If you’re looking to close more deals through your sales content, ask your IT department about facts and figures about your business. Capture your audience’ attention by using graphs and figures in your posts.
A case study showcases the behind-the-scenes and step-by-step process your business went through with a client to achieve results. It proves that you’re not all just talk. This is an effective sales enablement piece because it serves as proof that you can fulfill your promises.
Coordinate with your IT team on how you can incorporate data in your case studies, as well.
Slide decks, or slideshow presentations, give an overview of the features and benefits of your products and/or services. They work well for sales enablement because of their conciseness. Prospective customers can flip through the slides at their own speed and on their own time.
Launch an online course – coaching, advising, consulting, or other professional services – with the help of your support and sales teams. You’ll stand out from customers and make an impact on a greater scale. You’ll also be able to generate new leads as people become more interested in learning from you.
Once you have an idea of how to create sales enablement content, you now have to manage it. And the first step to do so is to have a deep understanding of your target market. Make sure that you are producing buyer-centric content and not just simply explaining Feature A and Feature B.
You can’t expect to sell to someone if you don’t know their needs, their likes and dislikes, their goals, and their day-to-day struggles. You need to be sure of how your business can help your ideal customers.
Creating effective sales enablement content requires direct collaboration between departments. Say, for example, both the IT department and sales team have documents and insights that can validate the other’s claims and thus drive home value that can be factored into the content marketing strategy. When you proactively seek and listen to your employees’ feedback, you can uncover more information about your buyers and competitors.
You can have the best sales content, but it means nothing if you and your customers cannot find it. For one, you can organize your content repository using cloud-based storage services like Google Drive and Dropbox. As your business grows, you can use sales content management systems and CRM platforms.
On another note, you should learn about SEO best practices and repurpose your content to maximize reach. Let search engines know that you are credible and that visitors love coming back to you.
Content syndication refers to the method of republishing content on third-party websites to reach more people. Imagine a barter arrangement: The other party is able to post free and relevant content, while you get to improve your link-building. You’ll just be republishing the same content (e.g., blog post, infographic, video) on another website with a caption saying that it was originally posted on your home site.
When done well, monitoring your IT sales content helps you know what’s working and what needs to be improved. As mentioned, you have to optimize each stage of the buyer’s journey, and that includes understanding the effectiveness of your content per level. At a minimum, you need to analyze views/open rates, shares, reviews, and time spent viewing the content.
Keep in mind that long-term customer relationships are your brand’s lifeblood. If you want to take your data analysis up a notch, look at these important metrics: customer retention rate, frequency of product use, number of referrals, and churn rate.
If you’re vying for sustainable revenue growth, you can’t turn a blind eye to the relationship between your IT (customer support) and sales team. In this section, we explain why cross-divisional collaboration is necessary for your content and client acquisition strategies.
Your departmental goals should align with your company’s goals. Typically, your sales staff are driven by customer relationships. Their income heavily depends on commissions. Hence, they make sure that they make personalized experiences for clients. Meanwhile, your customer service representatives are most likely salaried and driven by expedience – using a one-size-fits-all approach to solve customer issues.
Given that these two teams offer fundamentally different experiences to your customer base, your clients may feel puzzled and frustrated. It would be beneficial for your business to have alignment meetings to better understand how each one contributes to the customer experience.
Let’s say, for instance, someone from your IT support team is alerted about a specific problem about one of your offerings. Once the sales department gets word of it, they can then anticipate further problems. Both teams can work together to remedy the issue and brainstorm avenues for improvement.
This conscious collaboration is a two-way street. Your sales team can also inform your support reps about client meetings and customer expectations after their initial purchase. This way, your support reps aren’t blindsided and know how to deal with customer tickets. Your clients also won’t feel like they’re being passed from one person to another.
Once you’ve granted cross-departmental access, both teams can share customer data, records, and what happens during their respective processes. You can then use this information as inspiration for your content pieces such as FAQs, common customer issues, posts about your market edge, and case studies.
While you could devote your time and energy to creating content that entices sales, you can also hire a team of creative professionals who have been doing it for years. Here at Writrly, we make sure that your content creation process isn’t messy and that you get unbeatable and high-quality content for your business. From ideation to creation to publication, we’ll be with you throughout the entire journey. The best part: It’s a mutual relationship.