How can content marketing boost your bottom line?

Communication is a huge aspect of sales. While one-on-one conversations are vital, you can also share your sales message to your target audience more broadly via content marketing. 

Content marketing is about establishing your authority as experts in your field via thought leadership. It’s also about regularly connecting with clients and prospects to establish you as the go-to individual or company. 

How does this work? 

 

Increase sales through quality content 

There are two types of content:

1. Content created to generate leads
2. Content to convert leads into customers.  

Since your sales team are the ‘coalface’ of your company, are well versed on the FAQs and language prospects use, they need to collaborate with marketing content teams.  

To successfully close a sale, your team needs access to the right content to support conversations to establish trust and thought leadership. This ensures they have the tools to evolve the sales conversation as they lead the prospect to conversion.  

Buyer journey content includes:

• detailed brochures
• videos
• webinars
• case studies
• LinkedIn articles
• posts

 

Consider – does your content align with each step of the buyer journey?  Does it address your prospects’ pain points at each stage in various formats?

Create masterful salespeople by producing high quality thought leadership content to educate your prospect about why your solution is the best available. 

 

The beauty of the CRM 

Systems and technology stacks have been buzzwords for a while. Each year sees improvements in their simplicity, ease of use and efficiencies. 

Sales leaders are overjoyed at the data available, and the transparency these tools provide. Despite this, there is still reluctance in some salespeople to use them. 

What does your CRM have to do with content marketing? 

Sales success is dependent on communication. Insights in your CRM can be shared with the marketing team or used by the team on LinkedIn to create new content, tackling pain points and harnessing opportunities and trends to get your message across. 

 

LinkedIn is sales ‘gold’! 

There are 675 million members globally on LinkedIn – it is the channel for business content. High performance salespeople understand they have to be where the buyer is. 

Salespeople can build their personal brands and demonstrate their thought leadership via content marketing, building their own following. What do they know that their customers need to know? How can they help them? 

Team leaders need to ensure the sales team have access to the best content their company has to share. Sharing the latest case studies, videos or blogs is perfect content to educate followers and lead them further along the buyer journey. 

It’s easy for even the most reluctant salesperson to be involved on LinkedIn. In fact – if they aren’t on the platform – the team leader needs to understand why and help them overcome any barriers. 

It’s key for salespeople to regularly post their company’s content, make comments and ‘like’ relevant content. It shows they are actively engaged in their industry. It makes it easier to build trust with prospects and clients. InMail and LinkedIn messages are key for salespeople to extend their reach.

 

Get hold of the ebook

Great content marketing is about tapping into current events and trends. Get hold of the Top 10 trends to leverage for greater sales success ebook here. 

Grounded in robust, proven methodologies from a sales expert with over 30 years’ experience – Smarter Selling sales training ensures you/your team gain enhanced sales skills across the entire sales process to achieve quick and lasting business growth.

We deliver highly customised, innovative, sales training courses to empower people in sales roles to be confident and dynamic opportunity seekers and operate across Australia and internationally.

Find out more about our life changing training programs by contacting us here.

Join us:

 

 

Piece written by Charmaine Keegan,  author of over 20 eBooks, is a sought-after guest speaker, panellist, and keynote. She is a Certified Trainer Extended Disc System, of Situational Leadership, of NLP (how we operate), Hypnotherapy (unconscious communication) and Timeline Therapy (recognising your beliefs about sales and money – and recognising that of your customer). She has studied the psychology of human behaviour and is considered an absolute authority and true expert on sales techniques. She has ‘walked the walk‘ so her content, programs and key notes are highly practical and focused on results.

Smarter Selling is sales and mindset coaching for high performing leaders and teams