Marketing Content
Your Customer’s Can’t Respond If You Don’t Have Anything To Say
Content is King!
Marketing content is how you start sales conversations.
Marketing content can be as simple as a blog post or as sophisticated as a custom mobile app. The type of content you need depends on the stage of the sales conversation and what you’re trying to communicate.
There are three basic stages in a sales conversation.
- Becoming Aware of a Possible Solution a potential buyer has a problem and is exploring ways to fix it
- Considering a Solution a prospect knows a little about your solution and is gathering information to determine how it compares with other options – Note: This is often when ‘first contact’ with a prospect occurs
- Making a Purchase Decision a buyer is seeking specific data to justify a purchase decision
Buyers stages or sales conversation stages are selected by the buyer. A common mistake many business leaders make is trying to force a buyer to move from one stage to the next by feeding the prospect marketing content that they haven’t asked for. For example no matter how great your pricing calculator is, the prospect won’t use it if all they are doing is researching possible solutions. The best approach is to have content available for all the stages so that prospects collect the information they need when they need it.
Use the guide below to explore recommended marketing content types by selecting the conversation stage and your marketing objective
Enough About You, Let’s Talk About Me!
The best marketing content starts with the consumer in mind. This is called an ‘Outside-In’ approach. The narrative, design, and presentation are all focused on meeting the consumer’s objective.
BUT WAIT! You might be thinking “This is great for the consumer; what’s in it for me?” Marketing content helps meet what the business needs through the selection of the type of content that is used and how it is presented. Here are the three basic objectives that most businesses are trying to achieve with their marketing content.
- Create Awareness the first thing that matters is generation of awareness for your company, brand, and your solutions. This often involves developing content for SEO, digital ads, or social media
- Identify and Profile Prospects ultimately in order to support the later stages of a sales conversation we need to know who we are conversing with and a little bit about who they are.
- Learn What Prospects Want we often want to collect feedback about what prospects like and dislike about services
There are many ways to accomplish these goals ranging from simply giving the content away to sophisticated interactive tools that develop behavioral data based on end-user interactions.
Contact us today to get started creating marketing content that will meet your objectives and engage your prospects.
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