Now that we’ve established that content marketing can make a big difference for your company, let’s get strategic. How do you get started in developing a content strategy ?
A high-performing sales team knows their products and services inside and out. They spend most of their time educating potential customers and can easily answer any question about features and benefits — and overcome any objections — that come their way.
What if you could take this education, conversation, and confidence building that a salesperson would normally offer and turn it into something permanent that furthers the sales process? Developing a content strategy can do just that.
Content marketing can bring potential customers through your sales funnel to a point where a salesperson validates what they’ve learned before and uses their valuable time to sign them up. In fact, research has shown that in most cases, 70% of the buyer’s decision-making process is complete prior to even talking with a salesperson.
1. Content = Awareness.
Ever been frustrated by the classic, “I had no idea you even sold this?” Use content to help fix this and create a general perception of your brand. The first touchpoint of any sale always occurs at the top of the sales funnel (whether directly or indirectly) before your customer has even made a decision to purchase. This is a good phase in the process to start implementing an SEO content strategy.
SEO, or “Search Engine Optimization,” is a great way to start building awareness at no cost. By providing valuable content around your brand, users can easily find your website through organic rankings and start to become familiar with your offerings. It’s simpler to implement than it may seem, but it does require patience and consistency. With enough content, your page will start to rank in search engines and traffic will start to accumulate over time.
2. Content Educates and Informs
Think about how often you search with Google by using a question instead of a statement. Smartphones have accelerated the search process significantly by offering convenience and an internet connection basically anywhere. Even new ways of search like voice commands are starting to become more prominent. Users are holding up their phones and asking their AI questions like:
- How do I solve this problem?
- How much does this product cost?
- Should I buy product “A” or product “B”?
Not to sound cheesy, but the old saying “knowledge is power” rings true with online product research. Truth is, customers have never had this much buying power before. This is where you bring your sales team in. Ask them what questions they hear most commonly. Then, publish the answers.
If a potential lead can’t find the answers they’re looking for directly from you or in any of your resources, they will most likely resort to other sources and go with a competitor. To avoid this, make sure that there is high-quality information that answers most common questions centered around your product or industry.
3. Content Develops Buying Confidence
Once you have educated your customers and raised awareness, your content can begin to build trust with both potential and existing clients. Having resources like blogs, videos, infographics, and whitepapers available to them will answer their questions and keep them engaged.
The reason why having consistent messaging is important is because it all comes back to brand perception. In consumer psychology, the amount of buying confidence that someone has is directly related to their perception of the brand. Does this brand have a loyal customer base? Are they advertising on multiple channels? Do they seem legitimate and trustworthy? All of these questions can be answered by looking at the brand’s messaging. If their values are inconsistent, or allude to false promises, no one will want to continue buying from them simply because they don’t trust their value.
Ultimately, your potential clients will trust your brand more if you are transparent around your offerings and what value you bring to the table.
4. Content Marketing Creates Long-Term Relationships
You already know that the best way to attract the right customers is to offer a defined value proposition. This is basically what should be painted all over your sales-enabled content strategy.
Business relationships are built over time and take more than just a couple of repeated sales. If you want to create a sense of loyalty, you need to find a way to engage with customers and give them a unique experience that they’ll want to come back to time and time again.
Need some extra guidance on crafting the best possible content strategy? We can lend a hand. Reach out to Sparxoo here and let us know how we can help you achieve your content marketing goals.