In many previous organizations that I’ve worked with Sales was always a team somehow disconnected with marketing or product. As an engineer one of my first challenging problems was how to reproduce what the sales guy had promised the customer on our software. At that time, I’d often think- I want to join a sales team in my next job. I’ll only tell the customer what’s really feasible. A decade later, I became a content marketer instead. And my customer connect dream come true. In today’s world the customers find you first through your content rather than a sales query. It is simply the first line of contact. And here’s why your sales team should spend more time on content marketing too.
Why Your Sales Team Should Spend More Time on Content Marketing
1. Break the silos. Bring in all might.
Things have changed from 2005 and from my first sales challenge. More businesses are online. We’re blurring the lines between product marketing, marketing and sales. And, we must, especially in lean startup modes. We need the firm to share their best ideas to move forward and wow the customers and not stay silo-ed in a box.
2. 79% sales people on social media outperform those not on social
No matter if you’re a brick and mortar business or an online set up, you’re found through social media, Google searches and on mobile devices. Yesterday, we wanted to book a restaurant in Ann Arbor where we live. My husband promptly asked me to check their Instagram feed and see if I like them. Sure, maybe not all customers are deciding based on mere social feeds, but it does play a role in the decision making process. And it definitely adds social trust. As a sales person, you don’t want to lose a customer, purely because the online content was non-existent or weak.
3. Content can make your customers feel that you’re personalizing for them
In a recent Brandanew seminar, one of my workshop participants had a great feedback. He said, the workshop felt like it was meant only for him. He could see his problems being answered in the content that was shared and discussed. Isn’t that what you want your customer to feel too? Content marketing ideally should be a shared service allowing you to utilize helpful pieces to reach a customer. Usually customers enter the sales funnel at various points. Once you have content that addresses the different stages in a sales funnel, you can utilize it to be personal to that one customer. Naturally, this process can be automated using CRM tools and email marketing tools online.
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4. Content marketing reduces cost of lead generation
In one of the companies that I worked at, the cost of generating a B2B lead was about $80. Expensive, but made sense because the product went well into the thousands per sale. We decided to write in a gated white paper meant for the target segment as a tool of discovery. Lo and behold, in a few days, we had hundreds of downloads virtually giving us email leads for free! Well of course there was the cost of writing that paper, but it was close to $1000 when outsourced externally. And, for about 500 email leads in a few days time, we had brought down the cost of lead generation to $2. Do you see how powerful that is? Yes in-personal events are more successful. But if you evaluate the cost of content versus going through the traditional route, you’ll notice that content can truly deliver.
5. Customers’ likelihood to trust you goes up with content
Over 90% customers wish for brands to create adverts that sound like stories. They trust brands and advocates like them. They don’t want to be slapped by a sales pitch. They want to listen, engage and connect. Imagine being the sales person showing customers how you benefit them, and answering all their questions to peak their interest. They’ll trust you to think that you have their interests in mind, which naturally you do. In the end, if something for free has so much value, allow them to imagine, how valuable your product will be once they invest in it!
Here’s an infographic which explains why your sales team should spend more time on content marketing with amazing clarity! What are your thoughts on this? Do share your challenges and views!
Infographic: Why your sales team should spend more time on content marketing
Click To Enlarge
Infographic Via Salesforce
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