It’s no secret that the glory days of selling AV products and services where the salesperson was the gateway of information are all but behind us. These days, consumers are using the internet to educate themselves, and salespeople will only get a call if and when prospects are ready to talk.
So how can integrators close the gap and consistently be considered the “go-to” resource for prospective buyers and position themselves to be the first point of contact for technology purchases? The answer is simple. Digital Content.
Digital content can be defined as online content (i.e. blog posts, video, images, audio, infographics, etc.), all of which are instrumental in helping to increase sales revenues in today’s marketplace.
Here are three ways digital content plays a role in contributing to sales success and improving the bottom line.
Use Videos to Encourage Consumer Confidence and Trust
In order for brand marketing to be effective, consumers need to feel connected. People do business with those they know, like and trust. Video is the single best way to accomplish this.
Videos give brands personality and allow consumers to get to know them more intimately. Any time a salesperson can be featured in a video, it helps the prospect develop trust because they can put a face with a voice and a name which helps to instill confidence in that brand.
Studies show that 98 percent of users watched a video to learn more about a product or service. Additionally, four times as many consumers would rather watch a video about a product than read about it. Since customers are searching online and prefer watching videos over textual content, brands should be producing videos to meet consumer demand. The natural result of such videos is greater consumer confidence and trust.
Educate Prospects Through Blog Posts
While there are several ways to get much-needed information out to your target audience, providing 24/7 365 educational content through your website is the first step to increasing your sales pipeline.
We’ve already established that the buying landscape has changed and customers are starting their search for product knowledge online. In addition, tech buyers tend to buy from companies that do the best job of solving their problems. The best way to prove that your firm has the solution they’re searching for is through education.
That being said, when a prospect searches Google to find a solution to their problem, you want your website content (blog posts) to show up in that search result. Their problem matches their search criteria. Match your content to their problem. By doing so, your company is positioned as the thought leader in the customers’ minds.
With an effective website blog strategy that educates prospects from problem to solution, you exponentially increase the chance that your company will be contacted for a demo, site visit, or solution proposal.
Be Relevant on Social Media
With social selling, there is no trick or magic pill that will automatically land you customers. However, there are ways to leverage social to help move the conversation along and develop new business relationships.
Relevancy begins with knowing where your customers are online and starting or engaging in conversations that matter to them.
According to statistics, social media interactions typically take place in the middle of the conversion funnel. However, it starts with being on the same channels as your buyers. It’s not important to be on every social media platform out there, but it is important to be on the channels that can have the biggest impact on your business.
The usual suspects such as LinkedIn, Facebook, and Twitter are great places to start, but don’t be afraid to test newer platforms like Snapchat. Do some research and adopt a social media strategy that makes sense for your brand.
Relevant conversations on social media today can translate to new connections and more sales tomorrow.
The new age of marketing and selling to clients is upon us. Make no mistake, digital content is the future. Developing trust, educating consumers and having relevant conversations online are the keys to connecting with today’s buyers and generating more sales for your integration business.
Noble Crawford is a 20 year AV industry veteran and a technology-focused entrepreneur with a passion for helping others use digital content to make an impact in their business. He is also a best-selling author, speaker, and trainer. Noble is a self-professed gourmet coffee connoisseur. He likes to travel with his family and can often be found in quaint coffee houses around the globe. Helping tech companies grow at videosocialcreative.com.
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