Close more PPC Sales in less time
If you’re looking for an easier way for your sales team to convert your ppc leads, look at creating a sales enablement strategy. For most businesses, the sales enablement strategy includes a system of tools and software that make it easier for the sales team to sell the company’s products or services to inbound ppc leads.
However, sales enablement will require an investment. If you’re asking yourself, is it worth it? Our answer is a resounding: yes! The time and resources that you use to build your sales enablement process and tools will be a wise investment that improves sales performance and increases your return on investment (ROI).
If your business is looking to increase ppc sales enablement, there are plenty of ready processes to employ and tools to develop that can quickly help your salespeople sell more effectively. However, you shouldn’t stop with a few tools and quick fixes. Take the time to develop a holistic ppc sales enablement strategy. A comprehensive sales enablement strategy should employ multiple departments throughout your organization, like sales, marketing, and even operations, to work together to better convert ppc leads and improve key performance metrics while meeting the needs of the prospect as they navigate the buying journey.
Sales Team Support with Targeted Content
Buyers today are voracious researchers. While they are conducting extensive research, they devour tons of content. A salesperson may not even get an opportunity to talk to a prospect until they are well over halfway through their decision-making process. In most cases, by the time a buyer reaches out to sales their mind is already made up.
As the sales processes become more complex, sales enablement is becoming a more vital business concept. “Smiling and dialing” by live sales reps used to be the main focus of the ppc sales process, but as consumer behaviors change it’s become critical for businesses to support the customer throughout the entire customer journey. Digital content is a top priority.
The opportunity to make the ppc sale begins with content. To create content that prospects desire and need, sales, operations, and marketing teams should work together. Each team has a unique understanding of the needs of prospects and together they can create content that is more helpful and most relevant. A sales content strategy should focus on a system that creates valuable tools for prospects that provide education whenever possible, are engaging or entertaining, and help deliver solutions based on their needs.
A well-executed ppc sales content strategy will combine information from the following staff:
- Client-facing (ex.: customer service, sales, tech support)
- Executive (ex. CTO/CIO, CMO)
- Marketing (product marketers, social media, web design, writers)
- Operations (developers, product designers, maintenance)
These teams can help you accurately recreate your customer journey and identify what sales enablement content will make the journey smooth and frictionless for both prospects and staff. Buyers today expect more from your content efforts. And salespeople need content that answers questions and quickly addresses any buyer concerns. With these two goals in mind, your ppc sales enablement content will perform at an optimum level.
PPC Sales Enablement Content
Content should be created with the needs of the prospect in mind. In the early days of content creation, there was a heavy focus on keywords in the hopes of appearing on the already highly competitive search engine results pages (SERPs). Unfortunately, it didn’t take long to discover that it takes more than a few keywords to create great content. Hello, meaningless keyword stuffing. Through trial and error we’ve found out that if creators focus on creating high SERPs-performing content that’s stuffed with keywords but low on user value, users quickly become frustrated with low value content and avoid the brand at the time of purchase. So, the takeaway here is that low quality content that performs well in the SERPs may actually end up affecting sales negatively. Therefore, the most effective way to create sales content is to strive to help your prospects while focusing on their needs and desires.
Automated Email and SMS Messaging
Automated email and SMS messaging are extremely cost-effective and productive tools for sales enablement – but there’s a caveat (there’s always a caveat) – the messaging must be employed the right way. When your business uses automated email and SMS (text) messages to follow up on warm PPC leads, every prospect interaction is reported in real time. This provides ppc sales teams with timely and relevant updates on prospect interactions. With automated email and SMS messaging you can use set-it-and-forget-it messaging to nurture prospects through their customer journey while helping sales teams stay organized and keep track of their sales pipeline.
Blog Posts
In addition to being a critical tool for SEO, blog posts are perfect additions to your automated drip campaigns or newsletters for ppc sales follow-up content. This is because blog posts that provide valuable content can be easily repurposed into emails, social media posts, and can even become downloadable PDFs.
eBooks
One way to build trust with ppc lead prospects is by giving them free information in the form of an ebook. Ebooks can help you build trust by providing your ppc prospects with valuable information that can help them make a final purchasing decision. When your customers download your eBook, your form should ask for their contact details and when they hit submit they will automatically become a part of your nurture messaging.
Case Studies
Case studies are an efficient way to prove your company’s levels of expertise and customer care, by demonstrating how you solve real-world customer problems. A case study should show how your company helps potential customers by detailing real-world examples of customers you’ve helped and how you helped them. A case study can help show ppc lead prospects that they’re an ideal customer, and show how your company might be able to help them with similar problems.
Cheat Sheets and How-to Guides
Sales enablement tools like cheat sheets and how-to guides are extremely efficient tools for moving prospects through the top of the funnel, through the awareness and consideration stages. Cheat Sheets and How-to Guides are easy and inexpensive to produce, can be turned around quickly, and shared through any digital channel. Users often print out these guides and keep them on hand for many months, which keeps your business top-of-mind. In addition, you can use these tools to educate your salespeople about products and services and train them to answer customer questions and objections in your brand voice.
Product Demos
A well-crafted demo can be a memorable tool that shows a potential customer exactly how your product or service works. Demos can be self-guided, or they can require a salesperson or product expert to walk a prospect through them. It’s important to focus on creating an effective demo that gives an overview of the products, services, and includes the benefits. When you are preparing your demo, you should focus on addressing actual problems and concerns that a prospect might have. However, you should avoid going into too much technical detail, as this can be overwhelming and may lose the prospect’s attention.
Sales Playbook
A sales playbook is a comprehensive document that covers best practices and provides a detailed instruction book for your sales team. A sales playbook should describe your sales funnel and what actions a salesperson should take in numerous scenarios, so they can be successful. Your sales playbook should catalog your sales enablement tools and their use, it can also include phone scripts and email messaging templates. It’s important to have a sales playbook because it ensures that everyone is on the same page and knows exactly what they need to do in order to close more sales.
Videos
Videos are an extremely efficient sales tool that should be used in as many ways possible, throughout the sales process. You can use a video to introduce your company, your sales staff, to show off your products, demonstrate your services, profile your customers, or to give a presentation. You can also use video to answer customer questions or to show customer testimonials, and excerpts from each of these examples can be utilized to create engaging video ads as well. Video is a great way to connect with your customers and to increase sales, but, IMO no video is better than bad video. Make sure you have the time and the resources available to create the best video possible, complete with engaging scripts, visually pleasing imagery and precise editing that tells your story with emotion.
Whitepapers
Whitepapers are a deep-dive study into a service or product area that often relies on stats, figures, real-world examples, expert testimonials, and more. Whitepapers are a common way for business audiences to self-educate in order to gain understanding of a key issue, solve a problem, or make a decision. Whitepapers are generally easy to produce, however you should take care that your sources are reputable and your data is both correct and relevant.
Sales-Ready Content
If you have a sales team and process in place, you may already have some of these tools. If you’re interested in learning what sales enablement can do for your business, a great place to begin is by performing an inventory and review of your sales content. Also known as a content audit, this is a perfect way to figure out what you need to fill in any gaps in your sales enablement strategy. By taking inventory of all the content you currently have and identifying what kind of content will be most effective for your sales team, you can make sure that your sales enablement strategy is as effective as possible.
It is important to catalog your sales content and evaluate each piece on its quality and historical engagement and conversions. This will help you to determine which pieces of content are most successful and worth your time and resources to produce. Additionally, taking ongoing measurements will also help you to improve your sales content strategy over time.
First, consider the relevance and value of your sales content to your target audiences. You may find that certain pieces of sales content may be useful now, but they may need to be updated in the future. You should store your sales content in a digital library that is easy for your salespeople to access, and develop a system for responding to necessary content expirations and updates. This will allow you to easily track and keep your sales content up to date.
Sales Enablement Tech Stack
In addition to creating a comprehensive sales process and corresponding sales content, you should also identify the best sales enablement software for your team. The goal is to build your sales enablement technology stack with digital tools that will help your sales reps sell more effectively. Tech stack components can and should vary greatly, depending on the type of business and the sales funnel, but most stacks typically include a customer relationship management system (CRM).
Sales enablement CRM tools help salespeople to track their interactions with potential customers, manage their sales pipeline, and close more deals. These tools can monitor a variety of customer data points and provide salespeople insights that help them to focus on the right opportunities and by responding with the right information and the right time. By using a CRM system, your business can have a better understanding of your customers throughout their customer lifetime. In addition to increasing your sales and reducing your sales timelines this information can also lead to improved customer satisfaction and loyalty.
Marketing Automation for Sales Enablement
There are several marketing automation platforms that include tools for sales enablement. With a marketing and sales automation platform, activities like email and SMS messaging are automated and integrated with marketing and sales activities. In addition to providing more timely customer interactions, automations can also be optimized, based on platform data, to increase overall sales and marketing productivity. Marketing automation platforms can also help automate and streamline other sales and marketing tasks and processes, like customer segmentation, lead generation, lead nurturing, and lead conversion. This gives your salespeople more time to spend building customer relationships and closing sales.
Automated chatbots are additional marketing automation that helps move prospects through the marketing and sales funnels while freeing sales reps to focus their time on qualified leads who are more likely to convert into customers. Chatbots can also help close sales by interacting with customers to provide on-demand answers to common questions and objections. In addition, chatbots can help to schedule sales appointments, automatically follow up with prospects when they return to your site, provide support during the purchasing process, and more.
Sales Enablement Audit
A sales enablement audit can help your business by providing insights into your sales process and identifying areas for improvement. By auditing your PPC sales process, you can identify inefficiencies and areas where your sales team could be more effective. The audit can also help you develop a plan to improve your sales process and make it more efficient.
If you’re looking for an easier way for your sales team to sell your company’s products or services, sales enablement is to make it easier for the sales team to sell the company’s products or services. There are a number of proven methods for sales enablement, including providing the sales team with better training, tools, and information.
If your business is looking to increase sales enablement, there are plenty of ready processes to employ and tools to develop that can quickly help your salespeople sell more effectively. The time and resources that you use to build your sales enablement process and tools will be a wise investment that improves sales performance and increases your return on investment (ROI).
Sales enablement tools are essential for businesses to manage and streamline the sales cycle. They are crucial tools that help employees consistently pitch clients more effectively. Without sales enablement tools, businesses can easily get lost in the crowd when trying to reach busy buyers. Developing a suite of sales productivity tools is a proven method for enhancing your marketing and sales teams’ efforts.
As the sales processes become more complex, sales enablement is becoming a more vital business concept. “Smiling and dialing” by live sales reps used to be the main focus of the sales process, but as consumer behaviors change it’s become critical for businesses to support the customer throughout the entire customer journey. Digital content is a top priority.
A sales enablement strategy is a comprehensive guide in which multiple departments throughout an organization, like sales, marketing, and even operations, work together to better convert ppc leads and improve key performance metrics while meeting the needs of the prospect as they navigate the buying journey.
Begin with a Sales-Ready Content Audit
If you have a sales team and process in place, you may already have some of these tools. If you’re interested in learning what sales enablement can do for your business, a great place to begin is by performing a sales content audit. A content audit is the perfect way to figure out what you need to fill in any gaps in your sales enablement strategy. By taking inventory of all the content you currently have and identifying what kind of content will be most effective for your sales team, you can make sure that your sales enablement strategy is as effective as possible.
It is important to catalog your sales content and evaluate each piece on its quality and historical engagement and conversions. This will help you to determine which pieces of content are most successful and worth your time and resources to produce. Additionally, taking ongoing measurements will also help you to improve your sales content strategy over time.
First, consider the relevance and value of your sales content to your target audiences. You may find that certain pieces of sales content may be useful now, but they may need to be updated in the future. You should store your sales content in a digital library that is easy for your salespeople to access, and develop a system for responding to necessary content expirations and updates. This will allow you to easily track and maintain your sales content.
Conclusion
A sales enablement audit can help your business by providing insights into your sales process and identifying areas for improvement. By auditing your sales process, you can identify inefficiencies and areas where your sales team could be more effective. The audit can also help you develop a plan to improve your sales process and make it more efficient.
