Digital channels supplement traditional marketing efforts by providing more ways to move leads down the sales funnel. This digital content not only offers a direct way to educate consumers about products and services but is also useful for a sales pitch while representatives speak with prospective clients.
Using digital content aids in lead nurturing, which involves communicating with leads throughout the sales process and educating them toward a well-informed purchase. AMMEX takes significant steps to remain at the front of the industry in regard to digital marketing and produces comprehensive and shareable content to nurture leads and close more sales.
Here is a look at why digital marketing and content are important and how AMMEX utilizes these tools during the sales pitch:
Why digital marketing matters
Building an online presence is more crucial than ever. Consumers spend more time on the Internet, so it only makes sense marketing efforts would shift in that direction. In fact, adults in the U.S. devote 11 hours per day to digital media, according to a Nielsen report. Whether it is social media, shopping or other purposes, consumers like to surf the Web.
But this does not mean digital marketing benefits only business-to-consumer sales. Online ads, videos and additional strategies also help move business-to-business leads down the sales funnel.
“AMMEX’s blog provides a large library of articles and infographics.”
Where content comes in
Content is a key aspect of digital marketing—so much so that marketing departments put increasing shares of their budgets toward building sizable libraries of videos, blogs posts and more. A poll from Smart Insights revealed most respondents felt content is the digital marketing tool that drives the biggest return on investment.
In addition to driving website traffic, content also improves engagement. Leads may start a conversation with a business through a comment thread on a blog post or share a product video via social media. In either case, the brand has more opportunities to interact with prospective business, and these scenarios are not limited to just online interactions.
How content works with lead nurturing
AMMEX sells a commoditized product, so driving leads toward a purchase is crucial. The AMMEX blog provides a large library of articles and infographics to help current and prospective clients get up to speed on their disposable gloves knowledge so they understand which product best fit their needs and why AMMEX’s lineup is the right choice for them.
However, this information does not solely have a passive place on the blog or move through only social media sharing. AMMEX sales representatives actively utilize the content during their sales pitches. With a wealth of key facts and statistics about AMMEX products at their fingertips, reps are able to quickly locate reference material to address questions, correct misconceptions about the products and overcome objections.
Even if a lead is at the top of the sales funnel, this nurturing step ensures decision-makers keep AMMEX top of mind when they are ready to close. While the competition may offer the same products at a similar quality, utilizing content means AMMEX gains an advantage with more than price—leads remember the vendor that provided helpful information in their purchase decisions. Reps may also direct leads to the blog for continued reading—and nurturing—after a call.
"Digital content also aids in lead nurturing during sales calls."
Creating a seamless buyer journey
These days, decision-makers do a lot of the research required for a purchase decision before they contact a representative. AMMEX provides the content they need to get started and further enhances that product knowledge during the pitch. These lead nurturing efforts are part of an omnichannel approach that encompasses both traditional and digital marketing to close more deals.
A Content Marketing Institute study showed 70 percent of B2B marketers produce more content compared to the previous year. However, only 35 percent have a documented strategy. AMMEX remains at the forefront of the industry with a solid plan for not only what content it will produce, but also how that content will impact both marketing and sales processes. Through this content plan—as part of a larger digital marketing strategy—AMMEX ensures leads move down the sales funnel and make the right purchases for their needs.