Written by: Vickie Sullivan | January 09, 2020
Help Your Prospects Take the Leap
A popular tactic in content marketing is to provide handy advice to implement one’s newest gadget or program. You can take it to the next level and stand out even more by doing this: Help folks get comfortable enough to decide their best path.
A recent Social Media Today article outlines how LinkedIn is helping users get the best results out of the social media company’s revamped advertising program. It’s a great platform, but let’s move past that and focus on these two ideas that thought leaders use to help prospects take the leap:
• Beyond the buzzwords. My favorite parts of the guide are the quotes in the summary of objectives. This is a great way to define common buzzwords such as “brand awareness” and “lead generation.” Readers read those quotes and think, “Hey, I’ve said that!” Now they know which direction will meet their goals. Recognition creates excitement.
Listen: How to Help Folks Make a Decision About Your Options
• Secrets to success. A lot of us drill down after a 30,000-foot view that frames our perspective. LinkedIn follows up with brief yet potent recommendations. The checklist section not only outlines what to do, but it also guides you to help you get the best results (such as “compare max available spend). Clarity creates comfort.
The biggest problem with anything new is helpin folks who already know us implement the changes. But the bigger question – how do I figure out which direction/option? – can be a hidden barrier. Let’s help people answer that question via content marketing. When prospects are comfortable taking the leap, sales conversations will go a lot smoother.
Now Read This:
- Guiding Buyers: 2 Ways to Personalize Your Approach
- Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road