We at Passle are lucky to work with organisations across a wide range of industries - professional services, recruitment, technology firms, PR etc.
The critical common denominator across all of these industries and organisations, is what they are trying to achieve by creating and disseminating content: to actually involve the customer in their journey, to educate them and be more than just a transactional service.
I chuckled when I read the article below, which talks about how one organisation was turning the traditional sales approach in the private swimming pools industry on its head. It is well worth a read if you have a couple of minutes free.
The key takeaway is what River Pools (a business which builds swimming pools) was able to achieve through content marketing, summarised in the portion of text below - they built trust.
In an industry where the purchase price is in the region of $50,000, building a trust-based relationship is key - you want to have confidence in the contractor & that you are getting real value for your money.
So, for the business, any advantage or possibility of building the relationship as early on as possible is key. River Pools realised that through creating and sharing relevant content, the customer gets to know both the organisation and the sales rep better than any other firm in the same industry. Not only do they know & trust the people responsible, but they learn all about the pools, the technology behind it and the industry. They can start to develop these relationships long before their competitors through accompanying and guiding the customer along the buyer journey, becoming the trusted adviser.
Equally, it helped streamline their business processes because when they actually went out to visit a potential customer, it was a much better qualified lead and crucially, both sides knew what they were getting themselves in for. Time better spent!
This principle can be applied to any business in any industry. By creating useful, engaging and informative content, you can stay forefront of mind and educate your prospects, differentiating yourself from the competition. Content marketing is not about flogging your product, it involves engaging and educating and it represents another tool in the armoury of the modern salesperson. So, if the competition is getting involved, why don't you?
Some of you might be thinking no one would ever agree to buy a 50k swimming pool without “meeting” the contractor first, but the truth is by reading and watching our content, they actually get to “know” us better than they do in a typical sales meeting with a contractor that has never spent 5 minutes teaching them anything about swimming pools before that moment.