Creating content can be a real challenge for system integration companies. In past blogs, we’ve written about big picture concepts like inbound marketing, elements of great lead generation campaigns and questions you should be asking to create better quality leads. Today’s article is all about producing content that speaks to your prospects when they are ready to decide to move to the next stage of the sale cycle. Decision-stage content is perfect for helping you secure an initial discovery meeting, be invited to the demonstration phase, or close a major project. In the next month or so, we’ll release five different ways to create content that will influence your customers to move to the next stage … and take you with them.
Idea #1: Outcome Surveys.
*App Alert* There is an amazing app that we describe later in this post that will guide you through this exercise, so keep reading.
Outcome surveys are highly engaging quizzes, self-assessments or calculators. They allow your prospects to receive answers to their most pressing questions through an interactive format. What’s best, you can ask questions that lead them to confirming your solution is exactly what they need.
There’s an incredible cloud-based software tool called Outgrow that helps you build and create “outcome surveys” (this is the app I mentioned).
For example, you might want to build an outcome survey that answers a basic question like:
“Is Cloud-Based Access Control or On-Premise Access Control better for us?”
Outgrow makes this process easy. Using one of Outgrow’s templates, you can edit their list of questions and answers with your own. In this case, you could ask your first question and include answers such as:
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What best describes your situation?
- We have internal staff available to operate/maintain the access control system.
- We do not have internal team staff available to operate or maintain the access control system.
- We have staff, but they’re overburdened or will become overburdened soon.
You could continue this process with several more questions and answers until you have enough to be able to guide them to the appropriate choice.
To see an example of an Outgrow template in action you can explore this example on “Should You Buy or Lease Your Next Car?” Click here
Part of creating content that sells is understanding the mindset of the buyer when they are ready to make a decision. Leading people to an outcome is a great way to help your prospective customer and convince them to work with you. It also helps you build credibility and trust as you are helping them answer a pressing question.
Now is the perfect time to start creating these types of content to help more prospects in 2020!
Are you looking for help in creating content that influences prospective buyers?
Enroll for a content marketing discovery call and learn how Vector Firm can help your team close more deals with our digital marketing programs created specifically for security integration companies.
