Online Marketing over the last decade has undergone a significant change from the rise of outbound marketing to inbound marketing supremacy.
Outbound marketing is majorly intervention-based. And since nowadays, the buyer is the one with a leg-up in the transaction process. There was a need for an authorization-based strategy to supplement the product-pro sellers.
This is where inbound marketing came to the limelight. Through content and upfront value provision, inbound marketing works to draw customers to your product spontaneously.
It then encourages them to connect with your materials over time, becoming familiar with and trusting your brand. Henceforth, inbound sales became an essential component of an effective sales team strategy.
And when it comes to inbound sales, Sales enablement is an interesting way to approach strategy. According to a report, businesses with sales enablement have win rates that are 15% higher than those without it.
The sales enablement mantra is rather straightforward. If you offer someone a task to accomplish with all the resources required, they will likely finish it more quickly than others who lack the resources. The same applies to your sales crew. But how can you make sure your sales team has access to all the tools they need to complete more deals and increase conversions?
How you publish quality content:
- Content calendar
A content calendar details content to be made across a quarter. The content calendar ensures that all marketing, graphic design, and content writing teams know the deadlines beforehand.
Of course, create the most resources with the most pressing demand first. The goal should be to make a sales content repository that sales reps can use right away.
- Quick approval process
You get immediate results from sales content. So ensure it gets speedy approval about the branding and quality from relevant stakeholders.
Creating a content library of the above resources can help sales reps easily source them when the prospect asks for them. You can make the content library on Notion, Google Docs, CRM, or a wiki on your website.
You have to relentlessly update and optimize content to ensure it doesn’t have inconsistencies or missing links so the prospect is educated properly.
Among other things, effective sales enablement strengthens your branding too. But it’s only possible when your marketing and sales teams are working in unison to figure out what content to produce and produce it.
Effective Distribution Strategy
Designing a distribution strategy is highly valuable for a simple reason: There’s no point in making high-value content if your reps can’t access it in the same place. Although it’s time-intensive, this sole fact makes it worth it.
As stated earlier, sales content isn’t of much use unless it’s easily available to sales reps. Here’s how you distribute it:
- Collect all your content across different platforms in your CRM:
Let’s face it: Many businesses have their scattered across many platforms. Yours probably does too. Nothing to worry about, you simply have to collect it in one platform!
Why? It’s easy to look up content on one platform as opposed to scouring it across your youtube, socials and website.
Not only this, Sales reps spend most of their time in the CRM. So for faster adoption, you simply have to put the content in the CRM so they know where to look.
Recommend best-performing content
Along with ensuring your content can be searched easily, you should focus on content recommendations.
This helps the sales reps a lot because if they aren’t sure which content to look at, they have a couple of options handy. To gauge which content to recommend, give higher priority to past-performing content.
Without efficient tracking, you would be hard-pressed to find out which sales content is used the most and which isn’t. You have to track content based on these metrics:
- The shares of your content:
This gives you an idea of what pain points the general buyer faces as they inquire about it to your sales reps.
- The time users spend on content:
The more engaging your content, the more time users spend reading or interacting with it. It’s a red flag if users are dropping off your content quickly.
- The views of the content:
Just like content shares, this metric tells how much demand your content has.
- The downloads of your content:
As downloading content is a high-friction activity, only the content that is high-quality and relevant to the buyer will be downloaded the most. This, along with guiding which content to make more of, lets you know what the prospects want to learn the most.
The Bottom Line:
The salespeople would be more efficient & effective in implementing the sales enablement plan directly impacting the bottom line. The prime goal is to aid in boosting conversion and maximizing revenues so that the business may continue to operate.
The method quickly instructs the salespeople on automated processes. Follow through with the information provided above, comprehend the sales enablement system, and win over your prospects and clients.
If your Sales Enablement strategy needs to be documented, shared and collaborated securely amongst your team members, check out Kytes and start closing more sales.