Every sales organization could probably use more quality leads for their salespeople to set appointments with. This is one issue we deal with day in and day out. We help our clients generate new traffic to their website and convert that traffic into qualified, sales-ready leads.
What it (inbound marketing) comes down to is creating unique, compelling content that solves a problem, entertains, teaches, or answers a question that your best prospects are searching for online. Then, you’ve got to publish that content through your website via a blog – like the one you’re reading right now – and provide opportunities for your readers to download premium content (think eBooks, whitepapers, infographics, etc.) in exchange for a little bit of information about themselves. Voila… you’ve got a lead!
However, we know it’s not always that simple. Today I’ve got a quick exercise you can do with your sales team to generate a long list of content ideas that will effectively attract new readers and act as a selling resource.
Here are a few simple steps you can take today to generate more leads online:
1) Ask your entire sales team to participate and provide 3-5 answers for the question: “What questions do you most commonly hear from prospects during the sales process?” You know, the ones they're constantly answering on calls, in email, or during a presentation… the ones they can answer without even thinking twice about it.
2) Organize this list into a spreadsheet and rank them from most common to least common based on the responses from your salespeople.
3) Use this list to develop an even longer list of potential long-tail keyword phrases that a prospect might type into a search engine. More and more people are using search engines to find articles and this is typically done by asking a question or typing in a specific phrase because we all know that the more specific we are, the more likely Google will show us what we’re looking for.
5) For each question/keyword phrase you come up with, develop one or two blog post titles that address this topic.
6) Write! Write blog posts answering these questions and you’ll be instantly reaching prospects during the research phase online.
The bonus benefit to this exercise is that you now have a great resource for your salespeople to use during the sales process. The next time they find themselves answering one or more of these questions, they can follow up with a link to a blog post that further establishes your company as a thought leader and expert in this area.
Plus, we’ve found this to be a fantastic sales coaching exercise as well because it reminds salespeople of the common objections and questions they hear from prospects, and gives sales managers an opportunity to discuss how they should be addressed. Once the response is in a blog post it can easily be referred to for years to come, ensuring your sales team is consistent in their communication on these important topics.