A crucial aspect to this revisited time and time again is the need to revisit the value journey. In order to have more leads and convert those leads and scale your business, you have to shorten the time it takes to convert.
Something that is revisited regularly is the concept that if you are trying to sell fire extinguishers to people whose houses are on fire, you won’t get far because 98% of people don’t have a house currently on fire so you must find a way to sell fire extinguishers to those people whose houses are currently just fine.
In order to have more leads you have to do something other than selling the fire extinguisher to those whose houses are on fire.
Start with inspiration, and don’t settle for telling them that their dream can be achievable via your company, but rather, show them how your company can go beyond their dreams and give them more.
When you evaluate different clients remember that while some of them want you to do something for them, they want you to take the reins on their behalf with your product or service, and most of them want to do things themselves which is why education is such a crucial part of this.
Education is a chance for you, after you have inspired people, to teach them how they can do things themselves, to provide them the tools in the examples they need so that they can serve as ambassadors to your business.
The converting content strategy
There are literally dozens of ways you can convert using your content strategy by capitalizing on the inspiration and education segments of the value journey.
- One such example comes from Amazon. Amazon has cloud services and a dedicated YouTube page where you can find videos where an Amazon representative visits companies that use their technology. But he doesn’t visit simply to talk about the technology over and over. Instead he visits to focus on how those companies are building themselves, scaling their operations, and improving as a result of Amazon technologies.
- Use case examples don’t have to be stale and boring. Picket generates a lot of leads with movies. You don’t have to just present a case study saying, “XYAF Labels used our product and they are doing better than ever”. Try to convert that used case into something exciting, something relatable to modern audiences like a hero movie text features clips from the company and explains how they made a heroic Improvement because of your company products or services.
These two examples inspire. But what about education?
- One company uses movies. In these movies, they bring existing customers on and interview them with a quick back and forth as to what the customers’ problems were and how they solve them. Again this is a situation where they didn’t focus exclusively on how their product or their company was responsible for the improvement that customers had but rather on the journey that the customers went through, a small part of which was their product or their company.
- MoneyOak offers educational videos where they just explain how to do something.
Tip: Podcasts, blogs, videos, infographics can all use these same content examples.
If you are able to cover all four of these types of examples under the inspirational and educational categories, you will literally provide something for every type of client or potential lead out there. Using contents like this you can target the people who just want answers to their questions, the people who just want to know how your product works, and what it can do for them, which is an example of solution selling.
Most of your potential customers will be those who are not ready to buy yet, and for these clients you give them content from the inspiration and education side.
Content creation – Where do we get the content?
You are the expert. People in your team are the experts. So you need to take it upon yourself to generate that content. You must find ways to facilitate the movement of that information upward from within each member of your team to the content creation table.
That also requires that you create batches of content, not just one-off pieces. This is simply better for your time and your effort. During this creation process, aim your marketing efforts toward production so that you have a continuous feed of information and content being created and put out for customers.
Here it is best to use the Sprint methodology whereby you create information and content that you share for a specific length of time. 6 weeks or 8 weeks works well. 6 weeks means you can share content for a specific segment of your market twice per quarter so it’s much easier to schedule, but how often you share the content and for how long is up to your company.
Your sales storyline
Change your focus when it comes to your story line. Most people have a problem with their storyline because they think of it as an isolated moment in time: the sales presentation. So a lot of effort goes into making sure that the sales presentation is great but neglecting other areas of your business which, in effect, also constitute your sales presentation.
In today’s world, people search for answers online, they look for solutions with websites. Your one opportunity to get a lead or to follow through with a lead along the sales journey isn’t going to come strictly from a sales presentation especially now that most work has transitioned to an online medium. That is why you need to think of your website as a part of your sales presentation. It is also where you post content. So put effort into making sure all of these pieces serve as a good storyline, present viable content, and showcase value.
People want to know YOU and why they should trust YOU. Show them.