So my last blog post introduced the importance of webinar content as you move your prospect through the sales funnel.
Now, your instincts will kick in and require some restraint in taking those prospects that you’ve created awareness amongst and trying to move in for engagement. That is after all what every effective sales engine is built to do. The next phase of the cycle and best use of our webinar program however, is going to be using content to build consideration and nurture your leads.
I strongly recommend three segments (ABC) of content for our valued clients here at the Streaming Network. The content is focused on applications that solve your prospects’ problems. Webinars that do this ensure that you are building trust, rapport and recognition- all critical wins that I had mentioned in my previous post.
Again, keep in mind, you’re not going for the quick win here- you’re building a foundation upon which your brand, company, product or service will grow.
Prospects aren’t necessarily interested in buying your product or service. What they are interested in is buying your approach to solving their problem. Your job in this section of the funnel is to convince them of your approach.
The first type of content focuses on applications that can help to solve a problem. This specific type of content can be tricky and you may find yourself tooting your own horn more so than is necessary at this phase. By focusing on points of pain and how your type of product or service can help address this (i.e. webinars in this blog series not necessarily Streaming Network) you will be able to be the first company to actually provide solutions. Try using case studies, customer testimonials, data sheets, and more in-depth white papers to get your point across.
The second type of content should address how the prospect will garner value from utilizing your brand, service or product. Will this create new leads or sales for them? Will this create a more knowledgeable employee base? Will this cut expenses year over year? Again, tapping into the key areas of concern for your prospect, based on their business and market will formulate your content.
Lastly, a great topic for meaningful content at this level of the sales cycle is to address how your company can help to address and solve specific challenges. You will build more trust with every piece of valuable content that you’re able to share with this group and be top of mind when the decision to make a purchase for a tool, service, or products finally arises.
If you’re having a difficult time addressing issues, problems, concerns or challenges that your content needs to address, use your Sales team to help guide you further. They’re the ones out in the field day in and out and can help shed light on how their customers are phrasing challenges. It’s also a great way to ensure that you’re on the right track.
Another great place to look is social media. For B2B, LinkedIn is your key source for this information with over 80% of members buying from companies that they connected with on LinkedIn.
Forums and group chats as well as personal posts can give Marketers huge insight into key problems that their prospects are dealing with as well as help with the phrasing of these challenges when providing content to help solve these problems.
With all of these directions of content keep in mind that you’re trying to show the value of your company without coming off too salesy. You’re still a ways away from the purchase or persuasion phase of the cycle- but you’ve begun to lay the path to lead them into your next phase-evaluation.