The success of a company that manufactures products or provides services can directly be determined by its sales. There is a tangential connection between adopting an effective content marketing strategy to obtain more traffic and making sales by striking actual deals. The content you publish is capable of leaving an indelible imprint on the mind of your readers which can eventually lead to better sales.
So, in order to prosper your business, it is essential that you use a combination of these two strategies. When you combine content marketing with your sales strategy and these two are intertwined tactfully, the results are beyond imagination.
What Is a Content Marketing Strategy?
- 1 What Is a Content Marketing Strategy?
- 2 How To Connect Content Marketing Strategy To Your Sales Strategy?
- 3 Tips For a Successful Content Marketing Strategy
- 4 Conclusion
The process of carrying out the creation, publishing, maintenance, distribution and marketing of content related to the enterprise so that it gains the maximum traffic is known as content marketing. Such a plan helps in performing the maintenance-related tasks of the content of a company effectively. A content strategist is a person who is responsible for shaping the way people perceive the products of a company or the brand as a whole.
Importance of a Good Content Marketing Strategy For Sales
To sum up, both content marketing, and sales strategies, hold equal importance when it comes to making a business successful. Most people tend to do intensive research online before making a purchase. They compare features, pricing, pros, and cons before buying products and services. They like to be kept informed but not being sold.
Here are some reasons why a content marketing strategy is of immense importance for making sales.
1. Provides Valuable Feedback and Scope For Improvement
When the content team and sales team work in collaboration they can provide each other updated information and give each other feedback based on the current trends. The content marketing team is responsible for keeping track of the comments of potential clients and handling client interaction whereas the sales team is responsible for scrutinizing the sales pattern. The content marketers can optimize their content and further improve it on the suggestion of the sales team.
2. Increasing Understanding Of The Customer’s Needs
When a salesperson makes sales, he gets an opportunity to interact with clients and find out about their needs, demands, and whether they find a particular service useful. Next time, the content marketing team could use this information in the upcoming articles and utilize it for the company’s benefit. This way, more appropriate topics can be written to target the audience by following a specific approach.
3. Adding Value To The Content
Tons of traffic without any conversion is merely a futile attempt. This kind of vacuum won’t turn out to be helpful for your brand. A company can turn a reader into a valuable asset only by making good sales. Without monetization, even numerous visitors are of no use.
How To Connect Content Marketing Strategy To Your Sales Strategy?
Very few B2B companies make use of a documented strategy for content marketing. Considering the boost it can give to the sales of your company, both the approaches have to be used in collaboration with each other. Let us take a look at some ways to connect a content marketing strategy to the sales strategy of an organization.
1. Analyzing The Customer Requirements
While making sales, make sure your salespersons interact with the customers and ask them to explain their requirements. Carefully listen to their queries or any problems they are facing. On the basis of their primary concern take note of their feedback and use it to the organization’s advantage. This helps in two ways. First, the customers will realize that the organization cares about them when someone is there to interact with them at a personal level. They will think that the company values their feedback and will take prompt action.
In order to fulfill the expectations of existing clients and to increase the client base by attracting more potential customers, the salespersons can provide detailed information to the content management team. After an in-depth analysis of the customer needs, complaints, and demands the content marketing team can work on creating more compelling and requirement specific articles. This, in turn, will drive more traffic to your content and if customers find it valuable, the sales will witness a significant hike.
2. Improving Conversion Rates
The optimization of content in order to generate more conversions has to be the top priority. A sure way to attract customers and retain existing customers is to offer something unique. Let them know the utilities only you can provide that can influence them to start or continue working with you. Provide detailed information about your company and let them know that you will always be there to fulfill any needs that may arise.
A successful business is all about getting conversions for the content. Introduce a call-to-action button when you promote your content. This provides a simple and better interface to the users along with the ease of use. They can reach out to you with a click of a button. If your content is compelling, valuable, and interesting, this approach is sure to give your company the progress it deserves.
3. A Step Further: Gaining Better Conversions
According to a common assumption regarding conversions that is rampant in the business world, the more is better. Well, that is not the case always. When it comes to the development of an organization, quality triumphs quantity. Quality leads are often far better than uninterested or weak conversions. Now, you must be thinking, how is all this related to content marketing?
In order to ensure that the leads qualify, your content is the key to making better conversions. Content created by taking into account the target demographic leads to highly worthy leads and will enable you to filter irrelevant content. The team responsible for content marketing can make the pitches more relevant and create effective posts that are specifically targeted.
Tips For a Successful Content Marketing Strategy
If you wish to improve the relationship between sales strategy and the content marketing, then here are some tips to keep in mind.
1. Evaluate, Examine and Act
Take into account all the factors that indicate interaction with customers such as comments, reactions, and shares on various social media platforms. Analyze even the most intricate details of the data collected. Scrutinize the statistics and make a plan. You can experiment a bit with your tactics and strategies to find the best plan for the content marketing project.
2. Creation Of Personas
Personas are basically representations of customers in general that help content creators to imagine them as real humans, understand their needs and act accordingly. The creation of personas can be carried out with the help of feedback from existing customers and detailed surveys. Gender, age, preference of technology, current database, purchase history are some crucial factors that can aid in creating ideal personas. You can also interview regular customers to gain an insight into their goals, objections, behaviors, challenges, issues, and fears.
3. Documentation Of The Strategy
When you are satisfied with your research and analysis, it is time to document the entire strategy step by step. The components you should include are:
When it comes to content creation there, one should take into consideration the channels and platforms to be used for communication. Each channel has a different functioning. Choose the one that suits you the best.
2.) Target Audience
Select your target audience wisely. Sometimes, the product a company manufactures is specifically meant for a certain category of audience. Make sure, when you create the content, target the mindset of your audience instead of using a generalized approach. For instance, if your company manufactures cosmetics, it is preposterous to select male target audiences.
Segmentation of the audience goes a long way. This way, you can appoint particular sales teams to handle the needs of different audiences. With the help of segmentation, you can get a better idea of the idiosyncrasies of your customer base.
3.) Plan The Execution
Once you are done with the documentation, you should start planning the execution. Blog posts, guides, e-books, podcasts, videos, and infographics are some of the most popular and effective content types. Decide what kind of content you wish to create. Nowadays, infomercials or advertisements that convey a message are considered great ways to approach potential customers. Keep up with the current trend in order to get the most out of your content marketing strategy. Make a schedule and stick to it.
Salespeople and content creators are people possessing different skills and they come from varying background. The importance of having experts for both these tasks is undeniable. But the way you instigate efficient communication between these two departments for the company’s benefit is what sets you apart in fierce competition. The better is the connectivity between the content marketing and sales segments of the organization, faster will be the progress.