Brand Publishing Is Changing The Game That Was Destined To Fail
Recently I was speaking to a company that was considering a more content driven/brand publishing focused approach to their marketing. As I went through the details of what is involved, the VP of Sales spoke up with a question. It was a GREAT question and one that I get asked ALL THE TIME. In fact, I can usually predict that the question will be asked based on how long an individual has been in the water market and whether or not they lean more into sales or marketing.
The question goes something like this…
How does content marketing help us when there are so many different titles, job functions, and levels of authority to affect when trying to make a sale? We usually don’t hear from the final person in that purchasing process (Engineer, Contractor etc.) about a sales opportunity until the very end and so we bid and just hope for the best.
My answer is always the same and frustratingly for the person asking it, they get a question in return. My question is, “How does that process make you feel?” If they truly care about their business the answer has to be, and usually is, “Frustrated!” It HAS to be frustrating because there is a complete and total absence of control.
Many of you who read my column know that in today’s business-to-business world at least 70% of every purchasing decision is completed BEFORE the prospect or customer contacts you, the manufacturer. Due to the free flow of information in a digital world, the purchasing process is a process taking place in isolation. Professionals walk that journey on their own path, their own time and on their own terms.
How gratifying would it be to influence a potential buyer or group of buyers at the 10%, 20% or 40% stage? How much more successful would your sales efforts be if it was no longer a case of hoping that phone rings so you can throw out a bid and hope it’s low enough to get the business?
By continually creating and distributing good engaging content, you are opening the door and walking right into the proverbial “living room” of your audience. You are now reaching them LONG before they get to the stage where they would typically contact your company and thus you are able to partner with them in the discovery process versus just another vendor they might call at the end of the process to try and get a cheap price.
Call it “flipping the script” or “draining the swamp” (however you would like to catchphrase it), brand publishing can change your outcomes in a game that changed a long time ago so… what exactly are you waiting for?