After understanding consumer behavior in different phases of the sales cycle, smart businesses hopped onto the content marketing bandwagon to create valuable information to connect consumers to the answers and solutions they need — when they need it.
Marketing teams around the world have realized that to make the best impact, different types of content should be used for different stages of the sales cycle.
An important stage of the sales cycle is lead generation. In this first stage, your primary goal is to attract the attention of prospects and get them interested in your product or service.
In this early phase, prospects are researching their problems and possible solutions for them. For this audience, your goal is to increase brand awareness, appeal to their main pain points and provide them with more information to bring them closer to finding a possible solution based on what you offer. Be a good Samaritan.
Here are some helpful tips to follow when creating content to increase lead generation:
Recognize the content’s importance
Great content creates excitement and awareness among prospects, and will build a compelling business case to potential customers.
The type of content you create is one of the most important steps — it should be helpful, informative, relevant, and easy to consume. It should focus on what your target audience needs to solve its problems, not the detailed features of your specific product or service.
Target your content to the right people
Regardless of what your business sells, it is important to identify the right audience and then tailor your content to their wants and needs. Your content should be authentic and offer the same message in a variety of ways to appeal to every prospect.
Choose the right content
Create content that will help build awareness about what you’re selling. In the lead generation stage, you want people to learn about what your business can offer and why it might be a good choice for them.
Blogs and white papers can help address problems and solutions. Using ads from search engine platforms that lead prospects to download your content pieces allows you to leverage marketing automation tools to send informative and helpful emails about your business or product to your lead prospects.
While mastering all stages of the sales cycle is important, it all starts with the attraction stage. It’s simple — if you want to gain business, you first need to attract it! Therefore, create a content strategy.
People want to learn about a business or product to see if it’s beneficial to their needs before they commit to the (sometimes long) sales cycle that we commonly see in business to business sales. Make sure you’re using content marketing efforts to your advantage and enjoy the results.
Kelly Borth is CEO and chief strategy officer for GREENCREST, a 26-year-old brand development, strategic and online marketing and public relations firm that turns market players into industry leaders™. Kelly is one of 35 certified brand strategists in North America and works with companies to establish brands and build brand value for their businesses.