Think about the daily challenges that a salesperson faces – whether it’s a difficult call, a hard to find prospect, a fierce competitor within your space or an uninterested party. It’s tough out there. Often, a salesperson is juggling more than one challenge at a time. So, how do you combat the daily sales war?
We’ve talked extensively about aligning sales and marketing and how the alignment can fuse a stronger bond between the two teams and transform your organization into a well-oiled machine.
But, I’m in sales – why is content marketing important to me?
Well, here are the facts: content marketing has the opportunity to do and be anything. It’s marketing and it’s sales. It’s what you make of it. 79% of CMOs think content is the future of marketing. As marketing evolves, it only makes sense that the sales world evolves alongside it. It’s not a trend, it’s a movement and the movement is this: salespeople are becoming mini-marketers.
Here’s how to evolve and adapt the movement:
Create a Meaningful 5×5 Campaign
Content marketing has become critical for modern marketers in increasing web traffic, generating leads and driving pipeline and revenue into your sales funnel. Wait a minute, I want all those things for my sales process – how can I jump onboard?
It’s time to integrate an effective contact strategy called the 5×5 method that combines all the efforts of a content marketing campaign with your sales savviness.
As the name defines, the campaign consists of five tactical steps of contact that are pre-planned and at a invariable cadence:
- Introduce yourself
- Provide value
- Offer help
- Engage for feedback
- “The ask”
Each stage of the campaign offers a unique perspective and tailored messaging to the daily challenges that each prospect may face. Your audience reacts to content that builds trust. Content that is human, personable and relevant all help in building trust between you and your prospect. With a meaningful 5×5 campaign, it’s the only way to stop top of mind and build trust.
Create, Engage and Iterate
Once you’ve got a few campaigns under your belt, don’t just stop there. Even if you’ve got an incredibly engaging email templates and are leaning on company-branded content – that doesn’t mean you set it and forget it. Don’t forget to look at engagement data and iterate your campaigns.
Think about it: is your plan of attack for every sales call the same or do you iterate and mix things up based on your specific prospect and their needs? (I hope your answer is yes).
In a report conducted by Sirius Decisions, it defines content as “all information components produced by marketing to communicate ideas and transfer knowledge to buyer and seller audiences [and] plays a critical role in driving demand.”
So, to drive demand – you need to create compelling campaigns, engage with your prospects and company-branded content and iterate on your entire process.
5×5 & Social Selling
Let’s talk about distribution. Email is great. It’s the standard for a great 5×5 campaign. But, what else is out there?
The advent of social selling and connecting via social will do wonders for your 5×5 campaign. If anything, you can look at social selling as your 5×5 method 2.0. If email has got you in a rut – try applying the 5 steps in a 5×5 campaign into your social selling tactics.
Often, the steps required to move content across channels is complex. With conceptualizing and executing a pre-planned and disciplined campaign is the key to being truly effective.
So, whether you’re going to start crushing leads via email campaigns of social selling campaigns – don’t hesitate and start right now. Remember, salespeople, don’t be afraid in becoming mini-marketers.