Finding the right melody: 4 tools to match content and tone to each buyer stage
Posted: Thu Dec 26, 2024 10:51 am
Even the most beautiful music, if played for the wrong audience, won't resonate. An audience expecting to hear a concert will likely abandon you if you choose to play a jazz standard instead.
This same principle applies to your sales and marketing content.
If your content doesn’t strike the right chord—that is, it doesn’t attract the right customers with the right message at the right time—you run the risk of not reaching anyone at all, like a classical violinist in a room full of hip-hop fans. You could have the strongest, most impactful, most informative content, and you’d still not get the results you were hoping for. Your message and your audience wouldn’t match up, rendering your content more or less dead on arrival.
To get started on a better content strategy , it’s essential to optimize your content by “mapping” your material to your ideal buyer and the precise moment in the buyer’s journey where it will have the greatest impact. And while this may seem like a complex alchemical process, there are plenty of tools that can help. (You may even already be using some of them.)
Below we offer a summary of the four best solutions to ensure that benin telegram lead content reaches your customers correctly.
#1: Inspiring awareness with automation
Consider this scenario: Your team drafts a standard “Get to Know Us” email designed to introduce a new product or service. Then, use your email automation platform to send the message to everyone on your customer list (past customers, people who clicked “subscribe” on your homepage, people who have previously reached out to you, etc.).
What happens next will change the course of your email marketing and email sales strategy, but only if you make the most of your automation tool.
Here's how.
A comprehensive automation platform will provide you with key performance indicators such as open rate, bounce rate, and number of link clicks. In order for future messages to reach their full potential, your team should analyze this email engagement data and use it as a guide for the future.
If, for example, your emails are consistently opened by startup owners but tend to gather dust in the inboxes of larger companies, you’ll know that your later-stage content should be targeted toward younger, smaller companies—and that you might need to adopt a more casual, “mom and pop” voice. This insight might also encourage you to recalibrate your next batch of pitch emails to focus on desired demographics (like those who fit the “startup entrepreneur” profile in our example).
These types of processes can be repeated and diversified across different buyer “segments” or “personas” to help ensure that customers receive email content that meets their specific needs. This way, your messages can reach more people on a more personal level, all at the same time.
#2: Capture interest with sales enablement
Once your email outreach efforts have hit the mark and you’ve hooked the fish, it’s time to entice prospective customers with well-crafted, carefully curated content. Content materials at this stage of the customer journey will likely be more in-depth and educational, created to guide buyers through the “consideration” stage as they weigh various product or service options.
But how do you decide what type of in-depth content (and tone of voice) will work best for your target audience? It’s a difficult task, but a sales enablement platform can help.
With powerful capabilities to audit content holdings and track content coverage and engagement, sales enablement can arm sellers with critical insights into the “who, what, when, and how” of buyer behavior, identifying what content is being read, shared, viewed, or discarded—and by whom. This data enables revenue-oriented teams to rationalize the materials they have, editing them as needed to attract higher-quality customers.
Additionally, these metrics can also enable marketers and sellers to fill in the gaps in content materials they don’t have, expanding their arsenal in those areas where content is lacking (i.e., adding more video content to attract potential buyers whose tastes have begun to lean digital or generating new case studies for active prospects who have already devoured all the existing educational information).
This same principle applies to your sales and marketing content.
If your content doesn’t strike the right chord—that is, it doesn’t attract the right customers with the right message at the right time—you run the risk of not reaching anyone at all, like a classical violinist in a room full of hip-hop fans. You could have the strongest, most impactful, most informative content, and you’d still not get the results you were hoping for. Your message and your audience wouldn’t match up, rendering your content more or less dead on arrival.
To get started on a better content strategy , it’s essential to optimize your content by “mapping” your material to your ideal buyer and the precise moment in the buyer’s journey where it will have the greatest impact. And while this may seem like a complex alchemical process, there are plenty of tools that can help. (You may even already be using some of them.)
Below we offer a summary of the four best solutions to ensure that benin telegram lead content reaches your customers correctly.
#1: Inspiring awareness with automation
Consider this scenario: Your team drafts a standard “Get to Know Us” email designed to introduce a new product or service. Then, use your email automation platform to send the message to everyone on your customer list (past customers, people who clicked “subscribe” on your homepage, people who have previously reached out to you, etc.).
What happens next will change the course of your email marketing and email sales strategy, but only if you make the most of your automation tool.
Here's how.
A comprehensive automation platform will provide you with key performance indicators such as open rate, bounce rate, and number of link clicks. In order for future messages to reach their full potential, your team should analyze this email engagement data and use it as a guide for the future.
If, for example, your emails are consistently opened by startup owners but tend to gather dust in the inboxes of larger companies, you’ll know that your later-stage content should be targeted toward younger, smaller companies—and that you might need to adopt a more casual, “mom and pop” voice. This insight might also encourage you to recalibrate your next batch of pitch emails to focus on desired demographics (like those who fit the “startup entrepreneur” profile in our example).
These types of processes can be repeated and diversified across different buyer “segments” or “personas” to help ensure that customers receive email content that meets their specific needs. This way, your messages can reach more people on a more personal level, all at the same time.
#2: Capture interest with sales enablement
Once your email outreach efforts have hit the mark and you’ve hooked the fish, it’s time to entice prospective customers with well-crafted, carefully curated content. Content materials at this stage of the customer journey will likely be more in-depth and educational, created to guide buyers through the “consideration” stage as they weigh various product or service options.
But how do you decide what type of in-depth content (and tone of voice) will work best for your target audience? It’s a difficult task, but a sales enablement platform can help.
With powerful capabilities to audit content holdings and track content coverage and engagement, sales enablement can arm sellers with critical insights into the “who, what, when, and how” of buyer behavior, identifying what content is being read, shared, viewed, or discarded—and by whom. This data enables revenue-oriented teams to rationalize the materials they have, editing them as needed to attract higher-quality customers.
Additionally, these metrics can also enable marketers and sellers to fill in the gaps in content materials they don’t have, expanding their arsenal in those areas where content is lacking (i.e., adding more video content to attract potential buyers whose tastes have begun to lean digital or generating new case studies for active prospects who have already devoured all the existing educational information).