How to create successful sales support content

Do you want to sell more?

Who does not?

To increase sales, many businesses invest more in marketing or hire more salespeople. But there is a more basic and logical way: Create more effective sales support content.

What is sales support content?

Sales enablement content is any content asset used in the sales process – by the sales team or by the prospect. (Sixty-two percent of B2B customers) said they can make purchasing decisions based solely on digital content.)

62% of B2B customers say they can make buying decisions solely on digital content, according to @Forrester #research via @Forbes. @CMIContent @SEOSmarty Click to post

Content comes in a variety of formats, including case studies, use cases, statistics, infographics, how-to videos, and how-to videos. How can you create that content to help your company close in more sales? some suggestions below.

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Visualize any time you can

Any good salesperson (or public speaker) knows this: Minimize the words that are written in your demo or presentation. Instead, use graphs, charts, and even memes. Pictures capture and hold attention like words can't.

Visualization in meaningful ways, such as:

Create easy-to-understand data comparisons using pie chart

Visualize steps and processes with timelines and flowcharts

Emphasize an important point using the right meme

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Product demo innovation

Proving your product is an important sales enablement asset, however, at least many salespeople see this as the biggest challenge because there are so many things that can go wrong, software bugs don't work. desire leads to a sudden, off-topic change in conversation.

This is where Walnut , a new sales solution, can help you. It allows salespeople to reuse and customize your product demos to create a more predictable experience. The platform has no code, so it's unlikely that the demos won't load properly.

Since each demo is saved in the system, you or others can copy and personalize any demo and even use it on your website to create effective head-to-head content. These features also allow you to turn demos into lead magnet .

. @Walnutinc Software allows you to save product demos so others on the team can copy and personalize, @SEOSmarty said via @CMIContent. Click to post

The platform is also equipped with analytics so you can identify your best performing demos and discover the features that are most appealing to your potential customers. Each saved demo can be annotated for your potential customers to follow independently as they share the demo with other decision makers independently.

Keep in mind different decision makers

In the B2B world, you can expect to deal with a decision-making unit (DMU), which usually includes at least a few people. You should consider that when creating your sales support content.

Consider all members of the decision-making unit when you create sales enablement content, @SEOSmarty said via @CMIContent. Click to Tweet

Ask yourself what role the decision-maker might play and how you can appeal to them all. For example, a DMU for SEO software will likely include an SEO team leader. So you're not creating sales support content to sound like your software is so great they wouldn't need an in-house SEO team. Instead, you emphasize how it simply simplifies tedious tasks and provides more data to work with allowing the internal team to focus on other important tasks.

To find out your target DMU:

Use your brand's sales experience. After each demo, make a note of who engaged on the lead side.

Talk to your company customer team and more experienced salespeople.

Use your website analysis to understand potential customer behavior, from age, gender, and preferences to device usage and more.

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Answer the question

Question research is a useful tool for salespeople to gain insight into the process of any sales call or demo. Here are some pertinent question research tools that I use a lot.

Text Optimizer

Text Optimizer provides a good overview of common questions on any topic. It's a good way to get a quick overview of what your target audience is interested in:

An SEO Tool, Text Optimizer Can help the sales team Get a better understanding of searches that say potential customers 'struggle.

One #SEO tool, @textoptimizer can help sales teams better understand searches that point to potential customer difficulties, says @SEOSmarty via @CMIContent. Click to Tweet

Reply to the Public

Reply Publicly based on your target customers' search behavior: It pulls questions from Google's suggestions, these questions are usually based on the most popular related searches previously entered in the search box sword:

Answer Public results appear as a mind map (ordered by a question word) and a downloadable spreadsheet. I recommend watching both.

Use @answerthepublic to pull questions from @Google suggestions, which are often based on @SEOSmarty through @CMIContent indicating the most popular related searches previously entered in the search box. Click to Tweet

Everyone at Google also asked

The Google People Also Ask box indicates possible follow-up questions related to the query. They can be helpful to understand the flow of a discussion. Encourage your sales team to do a few relevant searches and take notes (and jot down) interesting questions they see pop up:

Include your influencers- promote social proof

In TopRank Marketing's 2020 B2B Influencer Marketing Report 78% say their leads rely on advice from industry influencers, while 74% say influencer marketing improves leads and customers' experience with the brand.

In the @toprank's 2020 #B2B Influencer Marketing report, 78% say their outlook relies on advice from industry influencers, @SEOSmarty via @CMIContent said. Click to Tweet

Have you thought about using influencer-driven social proof in your content? Visible, recognizable and respected the faces in the industry in your demo or other sales support content can work wonders for the performance of your sales team.

Reach out to influencers you and your team already know well and invite them to beta test your latest product or tool and provide feedback. Much of that feedback can be helpful for your sales support content.

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Find your sales support content

With your sales support content created, the next task is to figure out how to make it easier for members of your company's sales team to find it. There is no single solution here. Consider internal setup wiki or knowledge base are searchable and easy to organize.

All tools are noted by the author. If you have a favorite tool to recommend, feel free to add it in the comments.

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Cover photo by Joseph Kalinowski / Content Marketing Institute