Effective Types of Sales Enablement Content
Different types of content pull different types of weight. Every piece has its purpose, and it's important to understand how all your content works for you. For example, while blogs are great at educating and informing your customers about different aspects of your service and industry, a video can go to even greater lengths to show how your product works. If you are having trouble capturing your leads at later points in the sales funnel, consider amping up your content game with some solutions we have below.
The case study
A good case study reads like a story: a beginning, middle and end with a series of who’s, what’s and where’s. You want your case study to quickly illustrate what’s great about your company in a really specific way. Look to include a client testimonial to back up your claims, as well as quantifiable results with easily understood stats and facts. Get creative with how your case study looks and make it pop against the backdrop of your competition.
Provide your clients with an active tool that shows them how your product fits into the margins of their own business. Online calculators are a great way for your customers to process your data and how much they are willing to spend on a purchase. You could also provide interactive elements like a checklist, template or even a quiz to let them experiment with different scenarios involving your product. Implementing tools like these can encourage the customer to make a purchase, especially if they have the convenience of an online purchase available.
The sales deck
Since you will likely only have one sales deck at your disposal, you will need to make sure people remember it. Your sales deck is simply another piece of content, a way that you can demonstrate your products and your vision in one place. Use a narrative to make the deck more interesting, while outlining exactly what your company offers and how it can solve your customer’s problems. Present everything with a sense of urgency, so that your customers will make the conversion much quicker than they might otherwise.
This is where you get to solely describe your solution. Here, you can provide an in-depth analysis of how your product works, what it does and how it has helped your customers in the past. Make sure that your copy is brief enough to be read quickly and carefully worded to avoid any confusion. To make your one-sheet stand out, you should add some tasteful colours and graphs to illustrate your stats and an optimized layout to make it easy and pleasant to look at.