Personal relationships still form the basis of most company sales strategies. Nothing can replace the personal touch, right? Well it’s certainly true that when it comes to closing that deal making a connection with your prospect is a key factor; however, research tells us that content marketing can play a significant role in drawing people into the sales funnel in the first place. And so in this article, we share some ideas on how content marketing can support your sales efforts.

Use content to support your first impression

You only get one chance at creating the right first impression. Great content can help support that all-important first impression by kick-starting a conversation with a potential customer. In fact, personalised content directed specifically at a potential customer is one way to draw them in. And so why not build custom landing pages that utilise the prospect’s name and company logo and position your product or service as being their answer to their business needs. Alternatively, why not consider live streaming on Facebook or Instagram a workshop that helps to troubleshoot common issues or that takes prospects through current industry best practice. Another possibility is to read the latest posts and articles from the blogs of your target companies. Follow up on their content with comments, suggestions or tips of your own.

Use content to build customer relationships

Did you know that the average business loses around 20 percent of its customers simply by not investing enough time and effort in the ongoing relationship? And did you know that it costs five times more to acquire a new customer than it does to keep an existing one? One very important way that content marketing can support additional sales in your business is by nurturing existing customer relationships. Simply keeping in regular touch with customers through engaging newsletters or interesting blog articles can make all the difference. The US chip manufacturer Lay’s went a step further with their ‘Do Us A Flavour’ campaign. This social media campaign invited customers to help choose the next chip flavour to be developed by the company. The campaign was incredibly successful with over 14.4 million submissions received.

Use video content to engage in new ways

Not all content needs to be about the written word. In fact, in one recent survey 43 percent of respondents stated that they would prefer to see more video content from their favourite brands. There’s no doubt that video can be a powerful supporting material for any stage of the sales process. Including a short, say 30 seconds, video clip that demonstrates what your product does is a great way to get your message across on any platform whether it is social media or email. And while you’re at it, why not follow up with some video case studies or testimonials to really get your prospect excited about what you have to offer and the pain points you can address.

There’s no doubting it’s a tough market out there and any advantage you can muster to close the deal has to be worth the investment. Content marketing offers a budget-friendly and highly effective way to support your sales efforts. Give it a go and see for yourself.