Do your marketing materials (website, literature, brochures, sales letters, social media, etc) build relationships that help close sales? Or is it all about you/your company? You know, like the guy at a party who talks like the whole world revolves around him . . . the guy everyone avoids. You want content marketing.
“Content marketing” builds relationships with your clients and prospects. Why is this important? Because selling is changing. It used to be that your sales team initiated the sales process. They provided the information. They controlled the sale. No more.
The New Sales Process
The buyer is in complete control. The Internet changed sales and selling forever. Your sales team now enters the sales process closer to the end instead at the beginning. So, if your marketing materials talk in terms of how wonderful your company, your products are instead of offering value, it is very likely your company is losing sales. That is why you need content marketing.
What is content marketing? Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
In other words, your marketing communications—whether a website, case study, white paper, article, ads, etc—must provide value to the target audience and move them to action.
Content marketing builds relationships. It provides value and a level of trust most marketing of the past 20 years does not. In many ways, content marketing complements the efforts of your sales team.
Salespeople, the good salespeople, offer value and relevance. Why? Because they know their clients/prospects are slammed for time. They build relationships that allow for strong calls to action, resulting in sales success.
Are your company's sales suffering from a lack of quality content?
Does your marketing communications model successful relationship building sales efforts? Here are two ways to know.
- Ask your sales team. Would they develop a relationship with prospects using the same approach appearing on your company’s website and literature?
- Request the free fact sheet, “Five reasons your marketing content fails to drive sales.”
There is a third option. Contact me right away for no-strings analysis of your marketing communications. Regardless which option you choose, choose one now before more sales slip away.
“Paul has worked for us on several projects—developing great videos, making our web content stand out from the competition, writing winning sales letters and putting marketing in line with our sales emphasis. He understands our primary purpose: to generate and convert sales. Plus, he quickly grasps important aspects of our industry, reducing any learning curve. It clearly shows up in his writing and we are starting to see the results of his efforts.” Randy Ruder, Vice President-Sales & Marketing, Schuette Metals