Engagement — it’s everywhere
“Content is king!”
We’ve all heard it. We all try to practice it.
Companies spend millions a year trying to create the best content that no buyer can say no to (if that were the case, there would only be a few companies out there, right?).
But there’s more then just content. You could have the greatest content in the world, but, if people don’t become engaged with that content, what use does it have?
Emails and phone calls aren’t everything
Sending emails or making phone calls are not a one-way street (or a buyer looking at your companies website to do some research). It’s all about building a rapport, creating the desire to learn and want more, which generates a back and forth between you and your buyer. If you can do this, your buyers will feel engaged with you.
It’s drawing them in and creating that relationship that leads to success.
Reflection isn’t a bad thing (as long as it doesn’t take to long)
To get them there, you need to get your buyer to comment, to think about what you provided, to get them to give you feedback. Of course, when they do give feedback, be on target with what you follow-up with — be it the right content, the correct direction to validate your offerings, and of course, if needed, the insight to create the correct content needed to close the deal.
Empathy sets the hook
By engaging in this fashion, your buyer will feel appreciated and give you the feedback you desire to advance to the next stage in the sales funnel.
It’s at this time that content can become “king”. Remember, content on it’s own may or may not “capture” the attention of your buyer. It’s how you present that content to your buyer that is truly the “hook” to get them to bite. Too many marketing departments think that by putting great content on the web is “hook” enough — and it’s probably true for them to get their quota of MQL’s (Marketing Qualified Leads”) and pass on to Sales.
It is here that content is no longer “king”, as it’s lost its effectiveness. It is now that a sales professionals profession comes into play. You must now build the empathy to move the buyer down the funnel — to get them engaged with you and your solution.
First impressions are everything
As I’ve written about previously as well as above, it’s all about how you engage with your buyer — and Illumineto Spark gives you that platform for engagement.
From that first outreach to that MQL to all the follow-up discussions that always occur. Let them find ALL the information, step by step as they unknowingly filter down the funnel, from the beginning of the conversation to closing — all of it kept on your Spark page (and if you have Spark chat turned on, all the conversations are stored) — no longer do you have to search in your sent folders or in-box to find the latest communications with your buyer — Spark gives you all that (and so much more).
To check out Illumineto Spark, which, by the way, is totally free, click here.
Power Tip: Layout of a page helps engage your buyer
