The Evolution of Marketing – Forbes
(Ethology was mentioned in a recent article in Forbes, by contributor, John Hall)
Everyone is naturally turned off to being sold to all the time, and most of us are starting to consider the typical “just following up” sales emails and calls to be on the same level as the iconic used-car salesman of the past. (That greasy, pushy guy is not a welcome mental picture at all, I know, but that’s where we’re at.)
This is because of our need for humanization and personalization. We need to establish trust with everything in our lives, whether that’s with our friends and family or our clients, partners, and prospective customers — and the sales process is no different.
I’m rarely impressed by sales processes (or sales in general), but I was recently by Mike Barbeau who leads sales and marketing at Ethology. Mike completely understood that content is great fuel for touchpoints that his sales people can use every two to four weeks to stay top of mind with prospects. Your potential customers are searching for content to gather info when they make purchase decisions, and to Mike’s point, if you are the company consistently delivering content, consumers don’t need to search for so long for other options (and you’re the source for information that they trust).
Content is critical to building that trust, overcoming sales objections, and closing deals, but in order to use it effectively, your sales team has to be able to connect the dots for your prospects and clearly show, not just tell, how your product or service adds value to their lives. For a list of possible reasons your sales team isn’t already using content (and tips for empowering them to take advantage of it), check out this blog post.
Your employees are your brand’s greatest advocates, and if you’re not already investing in them and including them in your content marketing, you’re missing out on some serious gains.
And at a time when 63 of consumers rank a “person like yourself” higher in credibility than a company’s CEO, empowering your employees to take active roles in content creation and distribution can make a huge difference in your content’s ability to reach and impact your audience.
I am currently the Cofounder and CEO of Influence & Co. – We help companies position key individuals as industry influencers and thought leaders. We focus on creating high-quality content, coming from our clients, that reaches their target audience online. Our clients range from startups to fast-growing companies on the Inc. 5000, as well as Fortune 500 brands.