7 ways Content will Increase your Sales
What is the role of content in sales today?
The way people buy changed. More than half of purchases are now made online, and there is a wealth of information online about everything and anything, meaning people are more informed than ever when they buy.
Consumers are much more sophisticated in the way they research a product. Checking everything from warranty details to up to 4 online reviews and comparisons.
The more content you have out there in the online stratosphere the better. The more information you give, the more of the consumers questions that you answer the more trust, traffic and sales.
If you’re not answering their questions on your website, someone else will. Instead of a potential customer, you’ve lost the sale.
Do you still need a sales team?
Absolutely, but there role has changed. They don’t need to be there to educate the consumer, that information should be on your website, a quick search away available 24/7.
When creating your content then you should be thinking, what do my buyers want to know? What are the problems my product addresses?
An easy way to answer these questions, ask: what are they going to type into Google?
The sales team then don’t need to spend hours on the phone explaining the product benefits and details, but instead are there to close the sale with a pre-educated consumer.
How does content marketing actually improve sales?
It imitates your best salesperson in the following ways.
Try swapping out the words ‘content marketing’ with ‘a great salesperson’ in the list below.
1. Content marketing creates awareness.
What you don’t want is a potential customer to be surprised that you offer this service or product. Content marketing creates awareness, making it obvious and easy to get information about your product and services.
Reaching potential customers along every stage of the buyers journey.
2. Content marketing educates.
People turn to Google with every and any question they have. Driven by technology all the information in the world is at the end of your fingertips, and people ask fully fledged questions like:
- What do I do if I fall off the roof?
- How do I get wine out of the carpet?
- Product X vs Product Z
If your product or service provides a solution, you should be providing an answer online.
3. Content marketing builds trust.
Frequently publishing content builds trust not only with potential customers, but with search engines. Search engines are designed to recognise and reward the very best content.
If you publish frequently search engines will begin indexing your content and if you’ve done a half decent job with your SEO you will begin to rank higher and higher the more you publish.
4. Content marketing builds relationships.
Content attracts. If people then engage with your content you will begin to build relationships. Sales will then happen as a natural by-product of this relationship.
However, and I can’t stress this enough, the best relationships, the longest lasting ones, especially B2B are still and always will be relationships built face to face by people rather than brands.
5. Content marketing reinforces your brand.
Done well your content should reflect the values and expectations of your brand. You are constantly reaching and reasserting your branding on new and existing customer through your content.
You need sales information online, product information etc. but that is reaching customers right at the end of their journey.
Content marketing provides information about the company, about the industry. Displaying transparent in-depth knowledge. Content marketing can help build the voice and story around your brand
6. Content marketing helps retain customers.
You can build loyalty, trust and a continuing relationship with customers long after the sale with content marketing.
According to the latest research from the Content Marketing Institute and MarketingProfs, most brands have caught onto this fact: 90% of non-media companies create original content, in some shape or form, to attract and retain customers (CMI).
Content marketing constantly reminds the customer of you and your business, but in a manner that isn’t pushing sales, but aiming to provide valuable useful and entertaining information.
7. Content marketing sells.
Finally, content marketing does more than drive clicks; it helps sell your products and services.
Great content can and does sell.
Here are a few stats to convince you:
- Inbound or content marketing tactics saves an average of 13% in overall cost per lead. (State of Inbound)
- Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound tactics. (Square2Marketing)
- 34% of all leads generated by marketers in 2013 come from inbound marketing sources. (HubSpot)
- Customers who receive email newsletters spend 82% more when they buy from the company. (iContact)
- 61%of customers are more likely to buy from a company publishing custom content
Content marketing is a fantastic way to drive sales forwards. However, it is not something that can be done halfheartedly. You need a strategy that needs planning *link* and consistent delivery.
A lot of small businesses then struggle with their content marketing because they don’t have the time or resources to do it consistently. Instead they fall into the ‘boom and bust’ trap. Business slows down so they focus greater energy on their marketing, business understandably picks up so they slow down on their marketing because they don’t have the time.