Persuasive content that begins selling to customers before your salespeople are engaged
Content can be a powerful tool in the selling process. According to Forrester Research, 70% of the product buying cycle occurs before salespeople are contacted. Since customers are relying more on information from the web, and less from your salespeople, this means that the content you post has the potential to achieve a much bigger impact. When customers enter this "search and evaluate" phase, they will read information of greater depth than they would normally find of interest. At this time, high quality “long form” content, such as a white paper, research study or ebook can be very influential. At its best, long form content can act as a digital sales force, representing your company and products during that critical time before they decide to contact your salespeople –or not. And just like your best salespeople, well-crafted content can:
- overcome anticipated objections
- position products against competitors
- create awareness of product advantages
Here is an example of how we were able to use content to change the perception of an entire product category:
In 2009, few digital magazines were profitable because publishers had difficulty selling advertising over the objections of skeptical media buyers who had been burned buying ads in earlier generation digital magazines. We developed a program to turn this around by creating awareness of the unique positive characteristics of these publications as an advertising medium. It received extensive media attention because it was legitimate research, not promotion, and contained findings which had never been uncovered before. It generated 138 pages of media coverage (available upon request). Today, even two years after its release, when a media buyer does a Google search for “interactive digital magazines,” references to our study come up in three of the top four listings.
Content can also be instrumental to reach economic decision makers. Ordinarily, connecting with these key people is a challenge because they have little interest in meeting with salespeople or engaging with product information. We can develop content to turn this around! Using our unique, research-based approach, we identify information that the economic decision makers in your market will find compelling, and will make time to see.