If you've spent time reading digital marketing blogs in recent years, you've probably heard the buzz words "content marketing" and "sales automation" mentioned.
What you may not have heard, is how to combine both sales and marketing approaches to really hit the mark with your prospects and your customers.
Before discussing the combination of content marketing and sales automation, let's take a closer look at these two approaches to digital marketing.
Content Marketing: The Present and the Future of Marketing
Content marketing has its roots since before the Internet – with what is now called "advertorial". It is at this point that a company writes an article and pays to insert it into a newspaper or magazine. The companies have also produced radio programs and television shows in the past.
Content marketing, as it is generally used today, is the Internet version of the publireport. However, it may or may not act as a paid article placed in an online newspaper or magazine. Content marketing is a kind of "content," such as articles, blogs, podcasts, videos, and social media designed to drive traffic or build brand for a product or company.
A company may, for example, publish on its website a number of blog posts of current interest to the personalities of its target customers and their product or service.
The remaining ways to use content marketing include writing articles for other websites, creating ebooks to share with customers, creating a sequence of emails and broadcasting podcasts. Companies can also do content marketing by producing an entertaining video and placing it on YouTube and promoting it on social media sites such as Twitter or Facebook. The video may not sell anything directly, but if it becomes popular, it will promote the brand.
Why Content Marketing Works
While content marketing has changed over the years, it remains a powerful marketing strategy. 91% of companies use content marketing and 84% of consumers expect brands to create content around their offerings.
Creating and distributing this content can be costly and time consuming for marketing and sales teams. For example, writing specific and detailed content for each potential customer may take a long time, but at the same time, a single e-mail newsletter may not meet the needs of each potential customer.
Fortunately, sales automation can help businesses leverage their content marketing, by getting useful and useful information from the right people while using their time precious.
Sales Automation: The Future of Sales and Marketing
Sales automation is also a broad term for any technology that facilitates the sales cycle. In digital marketing, this is most often done through email automation, which makes it easier for sales representatives and account managers to track prospects and customers.
Email automation covers the full range of autoresponders at the modern equivalent of mail merge with a CRM such as Salesforce.
How to Combine Content Marketing and Sales Automation
The combination of content marketing and sales automation can potentially be powerful enough for salespeople because they can market large scale while offering automatic customization.
Sales teams can automate content marketing during the sales process. To do this, they can use existing content, perhaps already written for the company's blog, and pass it on to potential customers who have expressed the wish to learn more information.
1. Rules and messaging sequences
A powerful messaging platform can help deliver the right content to the right people. For example, you can create e-mail sequences that share the different benefits of your product and how they work in a specific area during a few emails. Then, rules can be constructed to determine what content can be delivered at what time to a prospect.
Tools such as Mixmax use rules to provide content based on the position of the potential customer in the sales cycle or sector in which the contact was tagged in a CRM . Then, the emails will be automatically sent in order and will respond directly to the needs of this potential customer.
E-mail sequences can also be configured for multiple sectors so that the sales team can create various assets, which are then reused, so that everything is available at the fingertips of the seller.
2. Integration in the social media
Another interesting way to use content marketing with sales emails is to integrate live Twitter feeds into an email. Tools such as Litmus allow you to encode this feature directly into an email with a drag-and-drop interface. This is a great way to leverage existing content marketing initiatives and repackage them to directly reach your target audience.
You can create templates incorporating the latest tweets and send them as a newsletter. This will allow you to integrate the most recent marketing content into your emails with a single click and show how your business stays up to date with industry news.
3. E-mail based on actions
Besides email based on certain features, such as industry, intelligent messaging software will also allow your team to send an email automatically based on actions such as the Opening or responding to an email. E-mail automation tools such as Campaign Monitor can be integrated with your Salesforce CRM or Shopify to send dynamic way emails based triggers.
For example, if your potential customer has opened the last three emails, you can assume that he is now aware of your product and that he is going to the next step. evaluation of his decision. It might be helpful to send an email with pricing options or a case study. These emails can be created in advance and sent automatically with the help of mail automation.
Content Marketing and Email Help Sales
Content marketing is here to stay and combining it with email can make a huge difference with your sales. Customers never tire of fascinating new content, as long as they are tailored to their needs. By providing punctual content directly to your prospects and customers, you can generate goodwill as well as interest in your product or service.
Go even further: by combining content marketing and sales automation, you can become a sales engine.