At Zoaring we are passionate about simple and efficient communication. That’s why we want to share 4 important steps on how to create good sales content that will boost your sales.
1) Define a clear goal
The first step is to define the purpose of the information you want to share. Some messages are just for explaining — others for interacting with people. Start with defining a short and specific goal for the information. For example, convert x amounts of clients.
Having a clear goal is what you have to keep in mind, protect and balance when you create your content. Actually, this is one of the key factors that many overlook — so spend som time to define a specific goal.
2) Get to know your target group(s)
When you have defined a clear goal for the content you want to share, you need to identify your audience. To achieve your target, it’s important that a specific group is paying attention to you. To define your audience can be quite hard. The best way to start is by defining the characteristics and personal traits of your audience.
Here are some key factors to uncover when you are defining your audience:
- What type of social media they use
- Their insecurities when buying a product/service
- Their goal when buying a product/service
- Where they normally search for information
“Did you know that we receive on average over 3000 marketing messages a day, and only 2 of them are remembered at the end of the day?”
As soon as you know who you are talking to, it will be much easier to create good content that will help you engage with your audience. Let’s say that you’re selling design services on the B2B market. Your average customer may be a female, 40 years of age, with a good salary, working as Head of branding or marketing. Now you can start to create content that may be of interest to this persona.
Then, put yourself in the position of the customer to find out what they want to achieve when buying design services and what insecurities they may have. Use this information to make the customer feel more comfortable and secure. Last but not least, try to figure out if your target group is active on Facebook, LinkedIn or Twitter. This will help you distribute the content in the right marketing channels.
Try to be as specific as you can when identifying your customers, then it will be much easier to tailor the message.
3) Drilling down to the essence
Simplifying your content and presenting the essence is the most important factor to create good and appealing content. People have learned to zone out anything that seems boring or irrelevant.
The key to simplifying is protecting information that brings you and your target group towards your goal and slashing everything else. When you are done cutting unnecessary content you can start iterating the content itself. Try to say the same thing with fewer words, and always keep your audience in mind.
4) How to present and distribute it
Now that you have a clear message, it’s much easier to tailor your communication to a specific audience. Let’s go back to the female customer in her forties, and think about how she would react to the content you have today. A key trick is to find out how to surprise your audience with the way you present information.
Can you capture your audience by visualising the message, or using humour? We know that factors like these are essential in order to be one of the two marketing messages that your target group remembers at the end of the day.
This is what you need to know on how to create good sales content that will bring your company more business. Now it’s time to put this knowledge to use!