Why create a content strategy aligned with Marketing and Sales? – WAU
Content Marketing has been increasingly used by companies in order to attract the right audience through useful and relevant content on the web on channels such as corporate blogs, social networks, email marketing, among others, to convert part of them in sales. However, you know the trajectory by which a prospect […]
Content Marketing has been increasingly used by companies in order to attract the right audience through useful and relevant content on the web on channels such as corporate blogs, social networks, email marketing, among others, to convert part of them in sales.
However, do you know what is the trajectory that a prospect goes through to become a customer of your company through the content strategy?
First he looks for information on the web about a certain subject, certainly some point that is causing him some pain, like, for example, the drop in his company’s earnings.
Among his research he finds content whose title is “10 reasons why companies’ revenues fall” and he promptly clicks on the link to learn more.
The article is very succinct and points out the reasons why he goes through this and, at the end of the blog post, he sees a CTA to download an e-book entitled “The practical guide to increase your company’s revenue”.
As this is the solution he is looking for, he promptly downloads it to a landing page linked to the blog after filling out a form that asks for name, email, phone, among other data.
One day later, he, the prospectus, receives a call from a consultant who works for the company that developed the blog article and also the e-book and asks him what were the reasons that motivated him to download that material.
The prospectus explains that it is looking for ways to increase revenue that has been dropping dramatically in recent months and this poses a threat to the growth and stability of its business.
It is not by chance that the consultant works for a company that offers this type of solution: to develop marketing strategies to attract potential new customers and, consequently, increase revenue.
Thus, after the presentation of a commercial proposal, the prospectus closes the deal and solves the problem it had.
This is the shopping journey that a person takes through Content Marketing to become a customer of your company.
And, for this to happen, the strategies of the Marketing and Sales departments need to be well aligned, even though this is not the reality in many cases.
The conflict between Marketing and Sales
According to the State of Inbound, only 22% of companies have their Marketing and Sales actions well unified. After all, it is common to see members of the two departments discussing with each other.
On the one hand, marketers say that Sales has no market vision to the point of understanding what are the necessary actions to attract the right target through their campaigns.
On the other hand, salespeople often say that Marketing does not understand how it works in practice, that is, the challenge of talking to each lead so that it becomes a customer.
However, this is an unqualified feud as one complements the other. Without marketing, salespeople have no leads to work with, and without a sales team, leads do not become customers.
That is why both must be together and exchange ideas so that actions towards the common goal – bringing more customers – are done effectively.
There are many points within the content strategy that concern both and that, if worked correctly, brings the success that the company wants so much.
The persona according to Marketing and Sales
The persona is a fictional character that represents the target audience, that is, it is the portrait of the ideal customer. And what is your role within a content strategy?
Now, in order to speak to the right audience, it is necessary to know what their profile is, what are the subjects on which one can talk to them, their pains and their goals.
Having this well laid out is fundamental for an Inbound Marketing strategy to be successful.
For example: imagine the company we quote in the fourth paragraph that offers marketing solutions.
Your prospective new customers are looking for ways to increase their companies’ revenue, so content that talks about this type of topic can get your attention, while blog posts that address topics like “the first steps to opening your first company” would not interest you.
Talking about subjects that are not part of your persona universe makes you attract the wrong audience.
Therefore, Marketing campaigns should be focused on the pains and goals of the persona and use the same language as that persona, without being too formal or informal.
As soon as people start coming to your company and becoming leads through this persona-based content strategy, it’s time for Sales to step in and contact them.
Once again the persona needs to be in evidence, because how can the salesperson know which tone of voice to use, which themes to deal with, what pains and goals to identify in each call if he does not know the basic profile of the person he is talking to?
That is why it is essential that Sales is well aligned with Marketing in relation to the persona in order to maintain the level of communication from prospecting through Inbound to converting into a customer.
After all, imagine how strange it would be if the marketing actions treated the public as “esteemed sir” and the salesperson treated them as “so, man”.
The sales funnel according to Marketing and Sales
This is another point where the two departments can come together to be more efficient.
The sales funnel is nothing more than the buying journey that a person traces until he becomes a customer of the company. Basically it is composed of:
- Top of the funnel: moment when the person discovers having a problem. For example: your company’s revenue is falling.
- Middle of the funnel: here she starts looking for tips that can help her solve the problem, that is, stop the drop in sales.
- Funnel bottom: in this step she finds out who can offer her the solution that will finally put an end to the problem discovered at the top.
This journey exists in the purchase of products or services from any type of company, so it is essential that Marketing knows how to work them when developing the contents of the corporate blog and also the rich materials such as e-books.
When the person is at the top of the funnel, your main interest is to know the reasons for the problem they have, right?
Therefore, the blog post that talks about the “10 reasons why companies’ revenues fall” will attract her.
Already a content that addresses the “7 tips to make your company’s revenue grow” can bring people who are in the middle of the funnel and who are more likely to download the “The practical guide to increase your company’s revenue” available also there
The person who came to the blog through the top funnel content and filled out a form to subscribe to the newsletter is at a lower stage than the one who downloaded the e-book because he wants typical tips from those in the middle of the funnel. This is directly reflected in the sales pitch.
Take, for example, this approach:
-Hello! All right? My name is Diego, I noticed that you access our content and subscribed to our newsletter. Is there any specific information you are looking for for your company?
This is a salesperson talking to a person who is still at the top of the funnel, that is, discovering the problem they have. Someone in the middle of the funnel can be approached in a different way:
-Hello! How are you? I noticed that you downloaded our e-book. Generally, those who download this material are looking for solutions to increase sales. I was curious to know if this is what you are looking for for your company right now.
As you could see, this approach has a different tone, as it is aimed at those who are already looking for solutions. So, just as Marketing needs to be clear about how to attract people at each stage of the funnel, Sales must also have this well defined in its approach.
Union of Marketing and Sales in content strategy
Therefore, Marketing and Sales need to be together in the composition of the actions that will bring the leads to make part of them become customers.
The two departments can learn from each other: Marketing can highlight how much market trends in a segment should be explored and Sales can give tips on how to approach this audience in an assertive way, for example.
The union of both is called Vendarketing and this is a term that needs to be increasingly explored by companies that plan to succeed using the full potential of both teams.
As much as the profile of their professionals may be different, they must be united in a very friendly way so that working together is the best!
If your corporate environment is too serious to engage both teams, how about one happy hour?
And if you want to know more about how the union of Marketing and Sales can be beneficial for your content strategy, check out this post we wrote about Vendarketing.