A
s you were reading different content pieces
from different sales trainers, you found that a
specific sales training company had original ideas
that really worked for your team. The more content
they created, the more you had your team use the
strategies. Eventually you realize that it would be
much more effective to have these people come in
and train your team directly. It all starts with content!
Your journey might start with sales tips and you end
up with lead generation tools or somewhere
completely different. That’s what’s beautiful about
the buyer’s journey. There is a lot of information to
consume and eventually you end up solving the
problem with a purchase. Most purchases are not
immediate. Research is involved. This is why you
must educate your prospects to help them make a
purchasing decision. Just trying to sell your product
without educating the buyer will not lead to a sale.
With all this information they have to completely
understand the full benefits of your solution, why
they should choose your product over your
competitors, and why they should trust your
company over someone else. Content marketing
does all of the above. It gives you the ability to
demonstrate your expertise, otherwise how can they
listen to your recommendation to buy your product?
First you must prove yourself, your company and
your product.
22
Strictly Marketing Magazine March/April 2016
Google and Bing understand that the first stage of
the buyer’s journey is to get information. Searching
for possible solutions to problems they have, these
people use their search engines to filter out millions
of websites to deliver you the ones who give you
the info