The Value of Sales-Centric Blogging
Blogs are an integrated element of most corporate websites. Substantial marketing value is realized through blogging programs. This value includes:
Increased website traffic
Content that drives Social Media campaigns
Brand Awareness
New Audience and Quality Leads
Marketing your products and events
Establishing Thought Leadership
Celebrating Employees
Highlighting Community Engagement
The effectiveness of corporate blogging programs are typically measured in terms of website traffic, Search Engine Optimization (SEO) performance, and organic lead generation.
Intuitively, all of this activity is positive and represents time well-invested. However, a healthy question to ask yourself is, “Am I realizing the full potential of my blog program?”
Sales-Centric Blogging is proven strategy for heightening the Return On Investment (ROI) of your blogging initiatives.
What is Sales-Centric Blogging?
Sales-Centric Blogging is a strategy where blog posts are developed to target key prospects in your sales pipeline and to help influence their purchasing decisions by clearly articulating your Value Proposition and Differentiators.
These blog posts are then shared by your sales team to the decision makers, influencers, and champions within the prospect’s organizations.
These touchpoints helps your sales team focus and influence the selection process, improving your company’s win rate.
Implementing the Strategy
Implementing a Sales-Centric Blogging strategy begins by getting the right people in the room. This includes Product, Sales, Marketing, Sales Engineering, and anyone else with specific knowledge of the key drivers of your top prospect’s purchase decisions.
Once assembled, this group reviews the pipeline and identifies those high-value, near-term prospects that could be influenced through targeted messaging.
The team then goes down the list and develops the best messaging to articulate value, differentiation, and alignment with each prospect’s key drivers.
The blog writer then drafts the post and circulates it with the team for enhancement.
This process is repeated until the final iteration is complete. The blog is then published on the corporate website and the sales team shares it with the prospect.
Advancing Sales Opportunities: Today and Tomorrow
Implementing this strategy helps you enhance and focus the conversation with your prospect, advancing the sales opportunity. We have found that this tactic resonates with your sales team, helping to motivate your sales people, enlighten your prospect, and close more business.
In addition, these blog posts will likely apply to other current and future prospects, making your blog library an invaluable tool for your sales team.
Another benefit of this exercise is that it helps your organization focus on its value propositions, differentiators, and the voice of your customers. This invariably leads to better products and sales execution.
Our Product Marketing Team has practiced Sales-Centric Blogging in several organizations. It works and our clients never regret adopting the approach.
If you would like to discuss implementing this strategy in your organization, please contact us…