How to Create Content Your Sales Team Will Use
Whether your company is a small startup or a well-established business, you need to create content that your sales team can use. This is because content should not only be used to attract attention to a product, but also to persuade promising clients to buy that product. In this article, we’ll explore the right types of content for sales teams, and how it can be used effectively to convert customers.
What Types of Content Will Help Your Sales Team Close a Deal?
A marketing team and sales team have separate tasks and focuses, even as they work closely together. Marketing is concerned with creating brand awareness and customer interest, which is part of the top and middle portion of the marketing funnel. Meanwhile, the sales team is more focused on converting these leads into loyal clients for the brand.
In an ideal situation, this would be a seamless process where leads are converted into clients or buyers and the marketing and sales functions work in perfect harmony… In most situations, however, not all types of content created by marketing teams are useful to sales teams. This is usually because while the marketing team is used to creating content that attracts the masses, the sales team are prioritizing those who are at the bottom of the marketing funnel.
The bottom of the marketing funnel is a very tentative stage in the buyer’s journey, where they need a final push before deciding that the products or services your company provides is what they are looking for. In order to successfully convert a lead at this stage, a sales team needs different content than is used for attracting potential customers. Here are some types of sales enablement content that your sales team will probably thank you for:
- Outstanding Product Pages
Although our digital age is currently experiencing a social media boom, advertising your services on social channels alone is an almost sure-fire way to make your content forgettable. This is because of the fast-paced consumerism of social media, where posts are quickly cycled to the bottom of a newsfeed.
Instead, focus on creating captivating, informative content for product pages on your website. Things like product videos, a list of services and other pieces of related content will have a much longer shelf life here. They will also serve to encourage leads who find themselves on your website to dig into what it is you’re offering.
Depending on the number and types of products that you offer, this form of content can be organized in different ways. For instance, you might need a separate page for each product, or you could categorize your services and divide them up that way. Doing this will also keep leads on your website for longer, making it more likely that they’ll purchase from you.
- Informative Product Blogs or Article Content
Company blogs are frequently used to attract traffic to a website by using relevant keywords, as well as other organic search drivers. This means that having a blog can help your website rank better on search engine landing pages (SERPs). Assuming that the articles are optimized for the latest algorithms of your respective search engine, posting regular blog content can have positive effects on both marketing and sales.
Your options when it comes to blog content are also wide-ranging. For example, different blog categories can be used to divide your content between product, the types of services you offer, company news, or even articles on topics that aren’t directly related to your company or industry, but that your audience might find relevant and interesting. Providing your audience with quality blog content like this is a very effective way of building trust with potential leads, and it helps the sales team because you can provide a lot of knowledge to your potential customers to help them get to the point of purchase – you’re effectively making your sales team’s job easier.
- Customer Testimonials and Case Studies
Leads that your sales team has been nurturing can also be converted with the use of customer testimonials. Having a page on your website dedicated to positive feedback from existing clients is a persuasive factor for potential customers as it shows you’re trustworthy and demonstrates that you value your customers’ opinions.
You can also create case studies that demonstrate in detail how specific problems your customers may experience have been solved by your product or service. If potential leads can relate to the problem shown in the case study, they will be more likely to follow suit and find a solution with you.
You might also want to consider a review page or section that’s open to comments and customer ratings. Be honest and open in your approach to this because transparency builds trust and loyalty. In fact, it’s estimated that as many as 88% of consumers trust online reviews similarly to the way they trust friends.
- Useful Product Videos
Effective content for sales teams should also include company videos. At this point, you can assume that your leads are past the curiosity and solution-seeking stages of the marketing funnel. They probably already know what they need, and they’re interested in the solution you offer.
However, they must be convinced that your product stands out from competitors. You must be able to persuade these leads that you have the best product or solution. Doing this through visually appealing, informative product videos is highly effective because rather than making your audience read through long pieces of content, you can keep their attention engaged by providing quick visual explanations.
Sales videos should highlight specific products and their features and benefits. In addition to this, videos that provide comparative information about why your products outshine others can be more effective in convincing customers to purchase.
- Product Demos and Live Webinars
Webinars or tutorials that demonstrate your product can be highly persuasive pieces of sales enablement content. This type of webinar is very useful if you sell complex products or ones that require technical knowledge, such as software products. Best of all, if you decide to do live webinars, you can record and edit these in order to redistribute them at a later date.
If you have a lot of information to communicate, consider dividing your webinars into a series of videos, each one serving as a new chapter of information. You can then repurpose these videos for gated content, creating a bank of valuable resources.
- Product Awareness Surveys
A commonly forgotten type of content that your sales team could use is a good old-fashioned survey. Conducting a product awareness survey can help your sales team qualify which portion of your leads is ready to or likely to buy soon.
Leads who are already aware of your product will be easier to convert than those who have just stumbled upon your website. Therefore, having a knowledge of who already has product awareness will enable your sales team to zero-in on converting the most valuable leads.
Surveys can be done on social media, on your website, or through emails. This form of content will also help to refine which audience demographics are engaging with your products more, allowing you to nuance your sales and marketing strategies accordingly.
How to Get Your Sales Team to Use Your Content
As we mentioned earlier, the main role of a sales team is to close deals by guiding prospective clients to buy your product.
The job of converting leads becomes a lot easier if your prospects are already interested in your product, or are at least aware of its merits. When people are looking to purchase, they look at around five pieces of content from a company before choosing their product – that alone shows how important it is to create content your sales team will use.
To encourage your sales team to use your content, make sure that what you’re creating is tailored to the end stage of the buyer’s journey. This includes content that will:
- Prime leads into trusting your product and enable them to learn about it in more detail
- Answer questions that customers may have so that the sales team can focus on persuading them
- Give leads a more comprehensive view of the market and how your product compares to others
- Show the prospect how your products and services can solve their specific needs or problems
Content for the sales team must be something that they can use to help leverage the company’s key products and benefits. In addition to creating content that will attract your target audience in the first place, make sure to balance this by creating content that your sales team can use to convert promising leads.
Need support for your content marketing? Let’s chat.