3 Simple Ways Content Can Boost Your Sales And Increase ROI. You’re about to put a pretty penny behind a plan that can yield substantial long-term marketing ROI — if you know what you’re doing. One of the most common goals people have for content marketing is sales: They want qualified leads, and they want to turn them into customers. If you want sales from your content, your sales team has to be involved in the content process. Sales won’t be able to use your content if it’s not written for their needs, and marketing can’t create that content without input from sales. Then, encourage your sales staff to store those notes in a company knowledge bank that your marketing team can access to fuel content projects and enable sales. “Our content gives sales reps tools to respond on social media and overcome customer concerns,” Pearne continued. I like to search for hashtags that are relevant to my audience and the content I’m sharing and find the ones with the most engagement. It’s natural that the two teams of your company focused on generating and closing leads and growing your business would work together. If you want to maximize your ROI and grow your business in the new year, empower your sales team with your content.
It’s the end of November, which means you’re probably setting your content marketing budget for next year, and your team is working on an actionable strategy to maximize that investment. You’re about to put a pretty penny behind a plan that can yield substantial long-term marketing ROI — if you know what you’re doing.
One of the most common goals people have for content marketing is sales: They want qualified leads, and they want to turn them into customers. But if you don’t have a plan you can execute to make that happen, you’re missing out on serious opportunity.
Your content won’t magically do it all for you. You can’t hit “publish,” share it out on Twitter a few times, and watch sales go through the roof. If you want sales from your content, your sales team has to be involved in the content process. So how do you pull that off?
Put wind in those sales
Making this work calls for a strong relationship between your sales and marketing teams. Sales won’t be able to use your content if it’s not written for their needs, and marketing can’t create that content without input from sales.
Fortunately, building that relationship isn’t as difficult as it sounds. These two teams work to achieve the same goals, so all it really takes is getting them on the same page and opening up communication.
Begin by creating a process for salespeople to track objections and questions when they’re talking to your audience. “Listening to the front line with what they’re hearing from our customers is key,” said Lisa Pearne, vice president of sales at California Casualty, an auto and home insurer for educators, law enforcement, nurses, and firefighters.
Then, encourage your sales staff to store those notes in a company knowledge bank that your marketing team can access to…
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