The sales-marketing paradigm has evolved in the Internet age to encompass content creation while moving away from interruptive sales pressure. Blend these concepts together and you get content marketing, a low cost / high return strategy that forms the basis of organic lead generation. If your business has not yet explored this vital inbound activity, then it's worth examining, since it could be the solution to both budget constraints and increasing sales.
Related Blog: How Manufacturers Can Provide More Leads for Their Sales Team
Why Content Is Still King
The key to effective content marketing that leads to sales is a combination of following search engine guidelines, crafting valuable content then broadcasting it through online channels. Learning SEO techniques is only part of the battle, while the other components comprise creating original useful material then promoting it through social media and email. Search engines often reward content-rich sites with high search rankings, but usually sales agents don't have time for this work.
Sales Funnel Teamwork
Historically, sales has fallen under the wider umbrella of marketing while at the same time sales and marketing have coexisted as separate departments for many businesses. Some managers consider the two words to be synonyms as an excuse to cut corners. In many small operations a sales team is treated as an essential component, while a marketing department is mistakenly treated as optional.
Successful entrepreneurs usually do not disregard marketers as trivial. Instead they see marketing as an entrance to a sales funnel versus sales as the end result. The traditional model that relies on the numbers game of mass media advertising to sell products is now being eclipsed by the more efficient content-driven model that treats consumers more like royalty than cattle. In that sense, sales managers must work closer together with marketers to create the right synergy that produces online leads.
The true value that marketers bring to the table is that they can clearly define the product and the market for the sales team and consumers. Without this focus, sales may not prevail. Product knowledge is essential at some point in the sales funnel, otherwise consumers have no reason to trust the company. Last century's consumers may have settled for one-size-fits-all product solutions, but this century's consumers have the internet as a tool to quickly help them find the quality and deals they are seeking. These days marketers must use more creativity and effort to develop the brand recognition to stand out in the crowded online marketplace.
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