What makes the difference between content that isn’t gaining momentum and content that encourages a potential customer to buy?
Sales content is often written as if it were a sales brochure or technical guide – very aggressive or very clinical. The key, however, is to ensure that the content – substance, and style – meet the buyer’s needs.
This is at the heart of all high-performance content – the guarantee you create must meet the buyer’s needs at all stages of the purchase.
Identify audience needs and create content to help
An essential part of marketing skills is the ability to identify and reach relevant audiences and then create content that reaches them.
The content produced for an external audience must be made for each individual or audience, taking into account individual needs, weaknesses, and needs. The internal public will have to be treated in the same way, but the division will be different: the content will have to be distributed according to the organization chart, for example, different commercial departments. (More on the interior and exterior later in this article.)
Align the buying and selling process
Sales and marketing teams often approach the process of creating sales material without thinking and prefer single-source sales insights to create content, such as a particular data stream.
However, buyer feedback and insights are useful in building sales resources. Companies wishing to adapt the sales material to the customer’s journey must organize the sales process according to the possible purchase routes.
An ideal solution would be for sales and marketing team leaders to come together to map processes and paths to the needs of buyers and sales representatives, then discover where areas overlap and intersect, and then capitalize on those areas.
Create content for two different sales needs
We can identify two reasons why sales content is created – internal or external – and generally correspond to the steps in the sales funnel. Internal content helps to prepare representatives for potential customer interactions; external content is triggered during sales interactions with the customer. The two are not interchangeable.
The sales and marketing team, which must identify the needs of sales representatives and the corresponding types of content, must define the message and the preferred medium at each stage of the purchase process before any content is produced.
The stage your buyer is in will affect the parts your representatives need.
Early-stage buyers can search for content on a desktop, while field sellers prefer to access available content through mobile devices when visiting advanced stage buyers. This means that charts and infographics may be better suited for a tablet than e-books or long spreadsheets that require detailed analysis, which is better suited for a desktop screen.
It is important to fully understand what specific information buyers are looking for at each stage of their journey and how to adequately answer their questions with relevant content.
Tools that can help strengthen this knowledge include web marketing and analytics, as well as training for sales and CRM systems. These tools will lead to content creation, showing gaps in your resources with bounce rates on specific landing pages, frequently asked questions, and content with little involvement or traction.
Each external content must be produced and delivered to the sales teams with a specific outcome in mind, preferably related to moving buyers to the next stage of their journey.
Once existing content has been defined at these purchase stages, marketing and sales teams must be able to identify gaps in the content or resources and, therefore, create guarantees for each specific buyer or person who interacts.
How is the journey of your buyers?
Depending on the product or solution your company offers, there are many trips to discover potential brands or products that a potential customer can take.
Understanding the path your potential customers are taking can help you get more targeted content, which, in turn, should be more effective in closing deals.