I was a bit surprised at the phone call I received.
I was speaking with someone who turned out to be a prospect. Initially, I didn’t realize it. But then they said, “Richard forwarded me your article, and I thought you were talking directly to me! And Barbara, who is a client of yours, also told me about your newsletter and suggested I call you too.”
At that moment, it dawned on me that content has more than one audience—there are three.
Content: It’s not just a marketing tool.
When we think of content, we often consider it a marketing tool used to build brand awareness, generate leads, convince people to buy, or position ourselves as thought leaders.
While all this is true, content also plays a crucial role in the sales process.
Of course, we’ve all heard that good content helps to convince prospects to buy and can be used in lead generation.
I agree with that.
Lead with value.
Content can be used in an outbound strategy: especially for reluctant sellers (accountants, attorneys, solopreneurs, etc.). Leading with something of value, like a well-written article or infographic, can often make outreach and prospecting more palatable.
Content is also a great tool to keep your follow-ups with prospects interesting. Instead of just the mundane email like “I’m following up on the proposal I sent you,” it is more impactful if you could send an article or link on a topic that is relevant to your prospect, or to the problem your service solves for them.
So, yes, content helps drive sales and get new leads. But content has more roles in sales than you think.
Content’s three audiences.
There is a greater—yet often unaccounted for—ROI for your content.
Because there are actually THREE audiences for your content that drive sales:
Audience #1: Future clients.
By default, most people think of content as a lead generation activity. Content helps build credibility without the hard sell. It proves your knowledge and helps personalize your relationship with prospects. It shows that you will continue to add value, directly or indirectly, and can help justify a premium price.
Audience #2: Current clients.
Content reinforces your current clients’ decision to hire you, encouraging them to stick with you and reducing churn. It validates their choice, demonstrating your expertise, and helps them receive value throughout the relationship above and beyond your services.
Content also helps current clients understand the full spectrum of your services, allowing you to cross-sell and upsell effectively and with minimal effort.
Audience #3: Referral sources.
When I first started generating content, this surprised me the most. Many times, someone has shared my content with their clients or prospects. When your referral sources find your content, it builds credibility and keeps you top of mind without always requiring a phone call, email, or meeting. If your content is engaging enough, it also helps referral partners understand your full capabilities, and allows them to explain what you do to potential clients.
THE BOTTOM LINE:
Maintaining a good content stream is vital for driving sales, and when written in an engaging style, it can be shared and distributed by others. I think of content as little soldiers working on your behalf when you aren’t present.
Creating good content is a SALES play, not just a marketing one. It should be a significant part of your sales strategy. In addition to aiding in landing new clients, content is essential for establishing thought leadership, staying top of mind with existing clients, and engaging referral sources.
If you are looking to learn more about how a good content strategy can drive sales contact us.
