This guest post comes from Alaysia Brown, Digital Marketing Specialist at SalesLoft.
Marketers have a tough job these days – they need to acquire, nurture, and grow customers to hit their goals and contribute to their organization’s bottom line. They also need to work with their sales team to provide them with helpful content to educate clients and prospects.
Unfortunately, it’s often challenging for marketers to get their sales counterparts to actually use the content they’ve worked so hard to create.
Fortunately, there’s a secret tactic marketers can use to make sure sales is doing their part. By making the sharing process as simple as possible, sales teams are far more likely to disseminate the content among their network of prospects and customers.
Here are five easy ways that marketers can get their sales team to leverage their content.
Create an RSS feed for your sales team that lets them know when new content is produced and distributed. RSS, which stands for Rich Site Summary or (informally) Really Simple Syndication, is a feed that publishes frequently updated information such as blogs, news headlines, audio, and video. RSS feeds include full or summarized text, as well as publishing date and author’s name.
As the RSS feed is sent directly to the salesperson’s email, they can search through their inbox, using keywords to uncover specific content they want to send out. One advantage of using the RSS feed is that the salesperson is aware of what content was just released, so they can follow up with customers or prospects who might enjoy that fresh content.
Another key tactic is to archive all of your content into a central hub so your sales team (and visitors to your website) can easily find it. Accessing the content library helps salespeople quickly dig for nuggets of content gold that they can use in their own targeted emails or social media posts.
By being able to target each niche market the salesperson sells into, they’re much more likely to elicit a positive response from the prospect.
If your sales team has a targeted prospect list, they can set up a automatic email cadence for their prospects to receive a specific set of content articles. Like a drip campaign run through your email platform, your sales team can offer those articles to appropriate prospects or customers, using email tracking to determine how successful that targeted content works.
They can send out different content types and topics of content to see what resonates best. Some audiences may be more receptive to infographics, while others could be more receptive to video – experiment to see what works for your brand.
Encourage each member of your sales team to create their own Twitter handle. Make sure they’re following their clients’ Twitter accounts, as well as their prospective clients’ company and individual accounts – occasionally retweeting and engaging with their posts.
They should also retweet and engage with posts from colleagues, industry leaders, and your company. It’s important to encourage your team to infuse their feeds with posts that highlight their own personal brand and identity as well as your company’s. If a potential buyer visits a salesperson’s Twitter feed and only sees sales or company-related posts, they may be turned off.
Twitter hashtags allow you to search by keyword to discover people actively discussing themes or topics relevant to your solutions. This is a great way to see what kinds of content influencers are sharing and find professionals in a certain niche who are active within their industry.
LinkedIn is the most powerful social media channel for business professionals. Every person in sales should have a professional profile that is complete and up to date. As with Twitter, they should be following each client’s company page, as well as their prospects’ company pages. They should also be connecting with key decision makers at each company. LinkedIn allows users to set up an alert if a connection is mentioned, so the salesperson can engage with that update immediately.
Sales reps can improve relationships with their clients and prospects by liking and sharing their posts, or by adding to the discussion with insightful comments and staying away from overly sales-driven messaging. And of course, make sure your salespeople are also sharing your company’s content to their profiles.
When your sales team utilizes these different ways to access and distribute content to engage with clients and prospects, they’ll be able to grow relationships with their buyers and position themselves (and your company) as trusted knowledge resources.