Most of the content is in fact created by marketing to help and support customers in their purchasing choices, making them more informed and aware. The goal is to attract potential customers to the solution proposed by the company, but often this content has no effect. The reason why this happens is that these inbound marketing strategies tend to generate content based on insights obtained from data, without focusing on effective contact with the market and customers. This contact is instead essential for the sales network, which in fact knows perfectly the pain points of customers, what their needs are and what answers to provide to satisfy them in the best way. But these answers are nothing more than content that can also be used in a communication key.
So how can you use your sales network to create more effective content?
Generate Leads: How to Create Effective Content
In a world now overflowing with content, it is increasingly difficult to emerge and ensure that your efforts convert into results. Quality is no longer enough today, you need to review the architecture of content to make it more effective.
As Marcus Sheridan suggests in his book “They Ask, You Answer”, it is necessary to reverse the direction of communication, addressing the Bottom Of the Funnel (BOFU) first, rather than the Top or even outside the funnel. The BOFU consists of leads ready to purchase: they know they have a problem and are looking for a solution. Creating content for leads who are cambodia telegram data already aware of having to make a purchase will allow you to direct their final choice.
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Generate customers with lead generation
As we have seen, the purpose of lead generation is to generate customers, that is, to attract new prospects with the aim of leading them to finalize a purchase.
A company, even with a good customer portfolio, cannot think of basing its turnover only on existing contacts. Generating customers is a fundamental step to ensure that when the life cycle of one ends, you can count on the beginning of the path of another, thus stabilizing sales volumes. Lead generation therefore serves to inject lifeblood into the business and to insert new customers who can in turn generate customers, in a virtuous circle without interruptions.
Generating customers means working on the main phases of the buyer's purchasing journey .
On the awareness phase, when a buyer is getting informed and looking for information to solve a problem, on the consideration phase, when the company begins to be considered as the right solution, and on the decision phase, when the buyer is about to decide to purchase the product.
