03 Jun 12 Content Marketing Tips that help you sell more
What is Content Marketing? Content marketing is about creating valuable, appropriate and inspiring content and then using it to engage your target audience and push them towards useful actions. Finally, content marketing is transactional. Your users get something they want; you get something you want. That’s how content marketing works. But not all content marketing campaigns are produced equal. You could spend money, time and energy on a content marketing strategy without seeing a positive gain on your investment. If you’re worried that that might occur to you, then keep reading. This post features some important tips that you can implement to help make sure your content marketing drives sales for your business. Also, if you want to know some benefits of Content Marketing, click here.
1. Write Better Sales Emails
You can make your sales team influential advocates of content marketing if you take all chance to explain to them how what you do serves them make more money. You should begin with the emails they send.
There are two steps you, as a content marketer, can support. First, you can set together more nice, short and better-written emails for your partners in sales to apply. Next, you can pull vital stats and data to back up what your sales company is promising. You can do this by rewriting and editing what they send out or by putting together templates they can customise and rework themselves.
2. Produce Killer Sales Collateral
Better emails are great, but if you want the sales company on your team, take some time out to build some professional, on-brand collateral they can send along with their proposals and follow-ups.
Graphics, slide decks, and custom videos can be useful techniques to help your sales organisation zero in on their prospects’ pain points or better explain how their proposed solution will work.
Of course, sales can tap into the assets you’re already creating your content marketing campaigns, but custom work for their requirements will go much further.
3. Get Your Keywords From Your Sales Prospects
Working with sales isn’t all about giving, some is taking too. One of the most critical problems content marketers face is getting trapped in a bubble of their own making. They lose touch with what the client wants and concentrate instead on what they think the customer should want.
An excellent example is keywords. When creating content for the blog or writing new pages for the website, you’ll do keyword analysis to identify the search terms you want to rank for. But who cares if you rank first for a time your customers and potential clients don’t use?
Understanding the differences of what your audience is talking about and the questions they’re asking is essential to running useful content marketing campaigns. And sales can support. If you attend in on their requests or go out with them to conferences, you’ll hear directly from the people you’re both proposing to sell to. This will help you build content that gives real value to your target readers.
4. Make Your Blog Archive A Sales Goldmine
If you’ve produced open and regular lines of communication with sales, you’ll be ready to use what you receive to improve your blog. You’ll be able to build blog content that hits the points, questions and product features they’re talking about with their clients and prospects.
If your blogging strategy is warm enough, you’ll be able to turn around new posts on request through the same sales cycle. And over time, you’ll find that your blog archive matches a precious resource for your sales organisation to draw on.
Posts that describe how particular features of your product works or that common answer questions at different positions in the sales cycle is ideal for beefing up education emails. If your partners in sales always draw on your blogs to help push sales along it will be much simpler to secure more budget for your ultimate content marketing campaigns.
5. Work Together On Powerful Ebooks
Topics that you’ve always covered on your blog can help create ideas for more critical pieces of content, like ebooks. An ebook gives you an opportunity to flex your creative muscles, drawing on your research, writing and design skills to create a professional-looking, in-depth content asset.
There are some various methods ebooks can improve sales. First up they can be managed to qualify elements and move them down the sales funnel. Next, salespeople can sell them out to individual candidates to help ram home a point they’ve been making via e-mail or on the phone.
Third, if your sales team is working on social media, they can post links to some real high-value, fabulous looking content, which in turn causes them look perfect. Salespeople with a significant following on Twitter or who take satisfaction in their LinkedIn attendance will jump on the opportunity to share a variety ebook, mainly if they get credit for attending put it together.
6. Dig Into The Detail With Informative Webinars
An ebook is excellent for tackling top-of-funnel topics – i.e., questions that prospects ask early on when they still weigh up their options. As deals get familiar, your sales team will be looking for more product-focused content to support their efforts.
These mid-funnel prospects are starting to compare different solutions and will be interested in specific product features. This is an excellent chance to put together a series of webinars. Your sales team can even host them.
Webinars can make useful mid-funnel goals for your content marketing campaigns. Signing up for a webinar and then logging on at the scheduled time requires more of a commitment than following a brand on Twitter or downloading an ebook. And a more significant commitment means they’re getting closer to becoming a customer.
7. Add Social Media Remarketing Tags To Your Site
Your sales organisation will be too involved doing deals to worry about geeky features like Facebook Pixels and Twitter Tags. But while they might not worry about social media remarketing, they will care about warm points.
Social media tags are an invaluable tool for promoting your real content and pushing sales prospects down the funnel. Joining them need a few moments, and you don’t require to be a developer to do it. Once they’re up and working, you can apply them to add website guests to custom audiences for your Twitter, Facebook, or LinkedIn adverts.
As you change your audiences down and begin to target further and more qualified leads, you’ll be able to funnel into the sales organisation users who already want what they are attempting to sell.
8. Get Even Smarter With Content Marketing Automation
Social media tags aren’t the only way to retarget users and nudge them on to the next stage of your sales funnel. A marketing automation platform like Pardot, HubSpot or Marketo can take a lot of the legwork out of sorting through your leads and targeting several segments with the most appropriate content.
Marketing automation lets you identify users and track them around your website. As they visit your site, click on your emails and involve different types of content you can separate out the items that are ready to move down the funnel.
You then leverage the excellent content you’re building to train them until they are available for someone from sales to spread out and make contact. Warm leads convert better, which means more deals for sales and kudos for you and your team.
9. Build Everything Around Conversions
A good content marketing strategy begins with tangible, proper and real conversion goals. Work out what actions you want users to take and then create the content and a plan to promote it those drive users to those actions.
Only the more attentive salespeople will notice you doing this bit. But you need to be obsessed with the conversion. Whenever anyone wants to make adjustments to the website you, as the content marketer, need to be asking: how does this help our conversion goals? Optimising your site for conversion should trump any other concerns.
10. Find Regular Case Studies And Customer Testimonials
Social proof can be compelling when building reliability with prospects. Before they buy, people want to know someone else has taken the plunge now and had an actual practice. As a content marketer, you need to take responsibility for finding these stories and presenting them to the world.
Testimonials from happy clients are a must-have for the trust-building details of your landing pages. But they are also excellent for sales to add a few stardust to their follow-up emails.
You should also be working with your merchandise and customer service teams to build formal case studies. Your sales organisation will be able to practice these to offer detailed examples of what success and progress look like. They can also be helpful for knowing purchase plan nearer the rear of the sales funnel.
11. Build Trust With Your Website Users
Your sales organisation will be working strong to gain the trust of their clients and prospects. Case studies and recommendations are both an excellent help. But you should look for further opportunities to improve faith in your website.
If customers trust your sales organisation, they’re more likely to purchase from them. But they meet your content long before they meet anyone from sales. You can start building trust by providing lots of detailed, in-depth information about your brand and your products on your blog and your landing pages.
You can also feature logos from well-known clients or partners.
12. Create Regular Explainer Videos
A video is a powerful tool for content marketers. Pages are featuring video effect better in the search. Users are more likely to contract with them and recall the information they receive. And videos make more progress. An oft-cited study by Eyeview Digital found short explainer videos boosted landing page conversion by 30 percent.
Better conversion rates are news for sales because it means more warm points coming their way. But there’s a more visible and direct method you can use video content to promote the work of your sales organisation.
Video can make emails more clickable. Wistia, a video software company, saw a 22 per cent uplift in average click-through when they swapped thumbnail pictures for videos in their marketing emails. That sort of number would be a huge help for your sales organisation who will be working to get prospects and clients to pay attention to their emails.