Even the most beautiful music, if played for the wrong audience, will not resonate. A crowd expecting to hear a concert will likely leave you if you play a jazz standard instead.
The same principle applies to your sales and marketing content.
If your content doesn’t hit the right chord – that is, target the right customers with the right message at the right time – you run the risk of reaching absolutely no one, much like a classical violinist in a full room of hip-hop. Fans. You could have the most powerful, impactful, and informative content, and you would still be reaching for straws. Your messages and audience are consistently mismatched, so upon arrival your content will be more or less dead.
To develop a better content strategy, it’s important to optimize your content by matching your material with the ideal buyer and the exact point in the buyer’s journey when it will have the greatest impact. And while this may seem like a complex alchemical process, there are many tools that can help. (You may already be using some of these.)
Here’s an overview of four top solutions that can help you make your content sing by getting your customers the right grades.
# 1: Raise awareness with automation
Imagine this scenario: Your team writes a standard email entitled “Get to know us” to raise awareness of a new product or service. Then you use your email automation platform to send the message to every single person on your prospect list (past customers, web surfers who clicked subscribe on your home page, parties who previously contacted, etc.) .).
What happens next changes the course of your email marketing and sales strategy – but only if you make the most of your automation tool.
Here is how.
A comprehensive automation platform offers you insightful KPIs such as opening rate, bounce rate and the number of links clicked. In order for future messages to reach their full potential, your team should analyze this email engagement data and use it as a guide for the future.
For example, if your emails are regularly opened by startup owners but are in the inboxes of larger companies, you know that your later content should appeal to younger, smaller businesses and possibly be more informal. “Mom and Pop” voice. Knowing this could also encourage you to recalibrate your next set of introductory emails to match your desired demographics (such as those that fit the “up-and-comer” profile of our example).
These types of processes can be iterated and diversified across different buyer segments or personalities to help customers find email content that suits their specific needs. This way, your messages can reach even more people on a more personal level at the same time.
# 2: Capture Interest with Sales Enablement
Once your email awareness efforts have been successful and you’ve found the proverbial fish, it’s time to win over your prospects with well-crafted, carefully curated content. Content materials at this stage of the customer journey are likely to be more detailed and educational, and will guide buyers through the “reflection” stage as they weigh their various product or service options.
But how do you decide what types of detailed content (and tone of voice) are best for your target audiences? It’s a big job, but a sales enablement platform can help.
With powerful content inventory checking and content coverage and engagement tracking capabilities, Sales Enablement can provide sellers with vital information about the “who, what, when, and how” of buyer behavior – to determine what content is being read, shared, viewed or viewed appear toss aside and by whom. With this data, revenue-driven teams can optimize existing materials and edit them as needed to target higher quality leads.
Additionally, these metrics can enable marketers and sellers to fill in the gaps for non-existent content materials and expand their arsenal in areas where content is insufficient (i.e. by adding more video content to attract potential buyers whose content is lacking Taste has begun to distort digitally or create new case studies for active leads who have already gobbled up all of the educational information available.
Without a sales enablement platform, your reps might as well try to trap customers with unsavory baits. Given the lion’s share of customer loyalty currently going to sellers who offer unique value prospects, sales teams are likely to prove much less effective at distributing content without taking advantage of the incredible, evidence-based support that sales enablement can provide.
# 3: Enhance Efforts With Customer Relationship Management
If you are wondering exactly how your email automation and sales activation platforms can aggregate and synthesize your customer data, ask yourself no further.
These functions can be aided by integration with a CRM system that contains a comprehensive database of your customers detailing who they are, where they are, what purchases they have made, and much more. This is the well your company draws on when launching an email campaign. It’s also the point of reference for your sales enablement platform, which can leverage individual consumer CRM data and translate it into buyer trends that are easy to analyze and process.
Depending on the size and scope of your business, you can use the information gathered in your CRM to revise or redesign your content according to the target audience of your choice. And that audience can be as broad or as limited as you want.
Is your promotion interpreting your CRM buyer history as an indication of an increase in senior consumer engagement? Perhaps it is time to revise your messaging strategy to include a more sophisticated perspective. On the other hand, if you want to limit your focus to a single customer, your CRM can help you get an instant insight into what types of content or types of subject lines have made them click “Open” in the past. I will know exactly how to become aware of them in the future.
# 4 Keep engagement alive by closing the sales circle and opening new channels
Using the above tools as a guide, you should be able to bring your content optimization to a sweeping conclusion using a closed-loop strategy. This type of strategy will likely require two or more platform solutions to work together in harmony: feeding data they have gathered from each other, and reusing the information to promote better sales practices over the long term.
For example, by synchronizing your CRM and sales enablement platforms, you can use customer information revealed at the end of the buyer’s journey to use content that is normally used at the beginning (e.g. restructuring your top of funnel whitepaper to highlight them) A product feature that was instrumental in closing previous deals.) This practice can help fuel post-conversion interest and lay the groundwork for repeat sales.
Another post-conversion strategy for mapping content to your audience is to keep expanding your playing field. As the Marketing Insider Group notes, for customer loyalty content once closed, it should focus on easy adoption and continued use. Therefore, you should consider new approaches to initiate an ongoing dialogue with the youngest buyers. Case in point: if you’ve already secured a customer with a few blog posts and a detailed infographic, you can switch gears by going through a more intimate channel (e.g. social media) or other medium (e.g. a friendly video) follow up with onboarding instructions or product updates). Slight tone and venue shifts like these can help motivate buyers to keep in touch.
As with most great musical performances, your content mapping technique is likely to require serious collaboration. The tools we mentioned – each an effective “solo artist” in their own right – can work very well when functioning as a duo, trio, or even a quartet. Try to employ multiple people at the same time to expand your reach and maximize your overall impact. And remember, none of these solutions need to be limited to a single phase of buying. They all have something to contribute: from awareness to completion. As long as automation, sales activation, a CRM, a closed loop strategy, and a diverse distribution plan affect your content optimization, your message is well positioned to create the best music possible for the best, most appreciative audience.
Eleni Hagen is a content strategist at Highspot, the most advanced sales platform in the industry, with which companies can close the circle between marketing, sales and customers.