Butch Stearns sits down with Bob Collins and Patrick Cahill to talk about sales enabled in content marketing 360:
1. Build & share content that relates to your product or service (but isn’t about it)
Think of different forms of content
-Guest Blog post
Understand that you cant always be talking about your own technology, your service when talking about sales. Put in context of your customers needs plans and desires. Never make it about yourself make it about them and their issues and how you apply solutions to help them, but also include your calls to action.
2. Have a clear plan on how content fits with in a sales program
Work with sales on
-What content to choose
-What you should learn
- How to follow up
Marketing and sales are two different departments but can work together. Marketing must do things in context to support what sales is doing. Sales directly hears and deals with clients which helps you choose the right content. Marketing needs sales and sales needs marketing. Marketing can ask sales what kind of content should be covering, and also ask what types of poll questions should be included.
3. Use education materials as a form of sales discovery
-Different forms of content can be utilized as education material
-Webinar one-on-one interviews
If you want a long webinar with polls put thought into the polls to help content and by the content could help sales. Also notice where are viewers watching? Are they watching certain sections of your webinar? Know those questions can also help sales
4. Don’t be afraid to ask if people want to talk sales
-Utilize tools at your disposal when asking if they would like to be contacted
-Call out boxes
Don’t lose sign that is about sales, but you want to be informational and educational. Make yourself available to help.
5. Make content truly educational if you want a sustainable program.
-Key to nurturing
-80% of registrants are not short term leads
50% of sales come from well nurtured campaigns, the cost is less than 30%. Remember to always take a long term approach with customers.