How to connect your content marketing efforts with your sales strategy
Your content marketing and sales strategy are two crucial elements for business growth and success. Unfortunately, many companies fail to see the connection between them and treat them as two distinct categories.
While content marketing focuses on publishing the right content that attracts traffic, sales is all about landing more deals and making more profits. However, the tangible connection between them is simple and clear: visitors you bring through content marketing can lead to more sales.
If you want to see more positive results on both fronts, you must interweave these two strategies together.
So what makes the relationship between content marketing and sales so important? And how can you connect your content marketing with your sales for better results? Let’s learn more about this hot topic together.
Content marketing & sales strategy – the hidden relationship
Value, value, value!
As you already know, content marketing alone does not bring value to your brand. You might have 10,000 visitors on your company’s blog on a monthly basis. However, if you do not monetize your visitors, you are brining no added value with your content.
Using advertisements and affiliate links is one way to monetize visitors. Apart from that, making a sale is the only way to turn readers into valuable business assets.
Deeper audience understanding
Content marketing and sales can both help you better understand your audience. So you can use the sales process to collect information about your customers’ wants, needs and preferences. Then, you can harness that information to create tailored content that touches their pain points and struggles and better caters to their needs.
Feedback & improvement
When properly constructed, your content and sales team can provide each other with a steady stream of important and priceless information. Through comments and interactions, the content team can help the sales team better understand what readers want and what they are looking for. On the other hand, the sales team can provide the content team with valuable insights about customer behavior. Both teams can use this information to help customize and improve customers’ experiences.
So how can you make this relationship work?
Commit to best practices
Ideally, you want your content marketing and sales strategy to work together like a married couple. However, you still need some level of independence for each based on best practices. Moreover, to get a successful sales-content dynamic, you need to make sure that each of these strategies can blossom on its own.
Keep an open dialogue between teams
One hand can never clap alone (trust me, I have tried to do it more than once with no luck whatsoever!)
This is why you need to make sure that your sales and content teams can always communicate and engage with each other. The more your teams get the opportunity to interact, the better the results will be.
Segment your audience wisely
Segmentation is very useful for understanding the idiosyncrasies of your target audience. Whenever possible, try to segment your audience as much as possible as this will help you group leads based on the type of content that converted them. It could also help your sales team target specific sub-types of leads.
Think of bottom-line results
The best way to gain meaningful insights to your performance is using objective numbers. Whenever you think of doing something, always try to determine how it will affect your business and your sales volumes.
Measure, analyze then take action
Failing to measure and analyze what you do is similar to flying blind. Take the time to measure everything, even secondary indicators such as reader comments and social shares. Then, use the data you have obtained to take decisions and actions. Experiment along the way to see which tactic works best for your brand and products/services.
How do you ensure that your sales strategy is interlinked with your content marketing efforts? We would love to hear more about your experience and success stories in the comment section below!