Get Prospects to Take Action: Content Variety
Do you often wonder what you can do to get your content marketing to convert?
While pondering this question myself I got to thinking about my daily life. Have I seen anything lately that has made me want to click, have I purchased anything recently after seeing an advertisement and what email marketing campaigns have I opened? Then I realized I was looking at this the wrong way. I needed to look more at my daily life and routines; what gets me to take action?
I often write myself reminders on fluorescent colored sticky notes and place them where I look daily. For example my notes usually end up on the bathroom mirror or on the refrigerator. This seems like a fool proof way to remind myself to do things. The problem is that the sticky notes catch my attention the first couple times, but eventually I procrastinate long enough or walk by them so often that I stop noticing the fluorescent notes dotted around my house.
Sometimes my cleverly placed notes do the trick but most of the time they get ignored. So, how do I remind myself to do things? It’s quite the process to be honest.
First I write it down on that hopeless little sticky note. You know, just in case it works.
Second, I put the to-do in my calendar with an alert triggered for a day or two before my deadline. Now we all know life can be crazy so when this alert goes off 50% of the time I’m already engaged in another activity.
This brings me to my third and final tactic; setting an alarm on my phone. Now, this alarm is set strategically for a time that I’m usually not busy, like after nine pm on a weekday or prior to my usual wake up alarm. When my alarm goes off at one of those times I know it is important and I’m sent into action.
What has become obvious to me is that it takes different types and repetitive reminders for me to take action. Now these aren’t life and death situations just to dos that should be done to make my life better and/or easier. I don’t think I’m the only one who works this way when presented with a good idea/opportunity that is non-emergent.
This behavior is also present in the buying process and needs to be addressed.
You aren’t going to hit your sales goals by engaging with a prospect once and it is rare to convert using only one sales/marketing tactic. One key to selling is content variety.
Like the sticky notes you need an introduction to create awareness of your product. Let’s say you start with cold calling. You get a few interested prospects but no one buys. What do you think is the next step? Continue to call or send them information on the product?
It’s time to engage your prospects with digital content. Get your prospects to look at you again and take notice – your content marketing is to your prospects as the calendar reminder is to me. Now that you have their attention address their pain points, educate them on your solution and move them towards the decision making stage.
Digital content is most easily shared with specific prospects via email. When using email as your communication platform your content is being delivered the same way every time but your content shouldn’t be the same. Make each email new and fresh with different subject lines and offers. The first step to getting prospects engaged is getting them to open the emails. Get variety in your subject lines by using questions and calls to action and also varying the length of the subject line.
Once your prospects are opening the emails you need them to click on your content. Again, if you’re always sending them the same thing they will start ignoring your efforts. In order to incorporate content variety; maybe you start by sending intro copy about your product, and then send a problem/solution video, then a microsite followed by case studies and or a white paper.
Now that your prospects are engaged it is key to make sure that the content on your website, blog and social media also have content variety. You’re targeting a large group of people with different pain points and personal preferences on how they consume information.
You have placed your sticky notes and you have enhanced awareness with your calendar reminder, now all you have to do is set the alarm to get your prospects to take action. This seems like a daunting task but it is easily done through scoring content and tracking prospects through marketing automation. You can see where your prospects are in the buying process by what links they are clicking, the pages they are visiting and whether or not they are filling out forms or downloading case studies or white papers. When you can see that they are engaging and getting close to the decision stage it is time to call them. Get them to schedule a time to view a demo and get in contact with your closer.
Your strategy may differ from this example, however, as long as you are communicating through multiple platforms and you have content variety you will obtain and keep the attention of your prospects. If you are relying on one repetitiveness without variety your prospects will stop noticing you and won’t take action.
For more tips on content creation to enhance your sales process, read “5 Steps to B2B Content Engagement Success.”
To learn more about Gabriel Sales and our sales marketing strategy please contact us.
