As marketers, it’s our responsibility to assist our sales teams in navigating digital landscapes.Click To Tweet
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1. Listen to Customer Call Recordings
Video Conferencing ToolsWith more than 50% of prospective customers interested in a product demo on the first call, you may want to consider a video conferencing tool, like Zoom. These tools are a great way to personalize sales calls in a remote working environment. If your prospects don’t feel comfortable hopping on video, these tools allow for voice conferencing as well. Either video or voice calls can be recorded and stored in the cloud.
Internet Phone SystemsAn internet phone system stores a recording of each customer call in the cloud for up to six months, with some options extending cloud storage up to a full year. These recordings have metadata, like account name, call length, call type, and more. Contact your customer success team and have them pass on any notable call recordings.
2. Provide Feedback on Sales Scripts
- Divvy out call recordings to a few marketers or your team. Everyone should get a chance to listen to how your salespeople and customers interact.
- Once assigned, have your team transcribe the calls. Some phone system tools auto-transcribe calls, so you may be able to skip this step.
- Have your team be critical of the script. Did the salesperson miss a chance to mention one of your product’s flagship features? Was the salesperson able to speak to specific pain points the customer had? Could the salesperson have benefited from referencing a case study or other marketing asset?
3. Be Active on Social Media
- Create videos using or talking about your product and post them on social media. Mos, a loan forgiveness brand, is a good example of how to do this on platforms, like TikTok and Twitter.
- Host a Twitter Spaces or Clubhouse chat room about a variety of topics in your industry, especially a topic where you can name-drop your brand. Be careful not to be too product-focused, though.
- Use Instagram Stories to highlight your product, especially if it’s a physical one, like fashion, furniture, art, etc. You can run polls and ask questions in your Stories as well. This allows you to connect directly with your audience in ways you can’t on other social media platforms. Many direct-to-consumer (DTC) brands use Instagram exclusively.
If you can’t get excited and build hype around your brand on social media, how can you expect your customers to do it?Click To Tweet
4. Build Links to Your Top Lead Sources
- Guest blog: Some websites allow for guest blogging. Pitch a few ideas to these sites that are relevant to your webpages, and, hopefully, your pitch will get accepted. For example, if you’re trying to build links to your remote management webpage, write about “10 Ways Remote Managers Can Motivate Their Teams”.
- Contact your network: Friends help friends. See who in your network would be willing to link a few times to your webpages, and you can hook them up later with links to their content.
5. Create an Online Knowledge Base
Design a WebpageThe more cost-effective way to build a knowledge base is to design it as any other web page you would on your site. However, this webpage would need a certain look, feel, and functionality.
- Make sure this webpage has a search bar. This search function could bring up support articles, how-to articles, step-by-step videos, and any other assets your customers would find useful.
- This page should also have categories, so customers know where to begin their self-service. For example, the Nextiva knowledge base (seen above) has separate categories for admin portals, phone setup, mobile and desktop app setup, and more.
- There should be a user-feedback system in the knowledge base as well. If support articles, videos, and other assets aren’t as helpful as you think, customers should be able to let you know.
Go With a Knowledge Base SoftwareIf you have the budget, going with a knowledge base software instead of designing one from scratch is a great way to reap the benefits of self-service support. Some of today’s top tools are Zendesk, Talkdesk, and Document360. Knowledge bases, while effective in assisting your prospects and customers, need to be frequently updated, so they don’t confuse and frustrate its users. You wouldn’t want your customers setting up a feature the old way, only to find out it doesn’t work anymore.
6. Personalize Your Content Marketing
- It differentiates your content from the competition. When you’ve run out of keyword ideas, where do you find inspiration for content creation?
- It showcases the product without being too product-heavy. Product content can be stale and filled with jargon, so an article like this is able to keep the reader engaged without bombarding them.
- It speaks to a persona. If you’re a support agent or manager, this article speaks directly to you.
Show customers and prospects what they’re looking to find, your sales team will thank you.Click To Tweet
7. Create More Case Studies
- Your product helped a customer reach or surpass their goals.
- Your customer support and quality of service is like none other.
- Customers in a particular industry used your product for success. This is especially important for customers with industry compliance, like healthcare or financial services.
Simplereach and IntelAt the time of this case study, Intel launched iQ, a website focusing on technology, innovation, culture, and business trends. They needed to drive traffic to iQ, so they went with Simplereach for content distribution. In the case study, Simplereach highlighted that they were able to drive more than 500,000 visits to iQ in just one month. Simplereach also lowered Intel’s cost-per-click (CPC) in their four weeks of work. Highlighting performance and efficiencies while also using data and charts to support the results is a great way to structure your case studies.
HubSpot and Rock & Roll Hall of FameAt the time of this case study, the Rock & Roll Hall of Fame was looking to modernize how it marketed to people visiting Cleveland. It previously used a marketing tool that couldn’t provide a level of customer understanding the Rock Hall needed. This led to customer data living on disparate tools. Using HubSpot CRM and Facebook Messenger, the Rock Hall was able to increase audience size by 81% and increase sales by 12% through Messenger interactions. HubSpot shows that case studies don’t need to be buried within PDF files. They can live on your website for any prospect to read at their own convenience. Case studies allow prospects to get a better visualization of what success looks like for them using your product or service. However, they’re an asset that is often underutilized or misunderstood by marketing teams. This CoSchedule podcast will teach you how to create case studies that are actually compelling to prospects.
8. Give Customer Feedback a Listen
Survey Your Customers DirectlyOne way to acquire feedback is to email your customers directly with a link to a short survey. In this survey, you’ll look to get a pulse on how customers feel about your product plus their overall satisfaction. These customer service metrics are referred to as Net Promoter Score (NPS) and Customer Service Satisfaction (CSAT). There will also be space in this survey for customers to leave qualitative feedback.
Use Third-Party Review WebsitesBrands like G2, Capterra, TechnologyAdvice, and others are solely focused on helping prospects with their buying decision by allowing real users to leave ratings and reviews for any type of software. According to BrightLocal, 87% of consumers read online reviews in 2020 before making a purchase. Below is an example of what this feedback looks like on G2:
Create a Forum on Your WebsiteIf you’re looking for product ideas from current customers, you can create a forum on your website where users can submit ideas and upvote other ideas. HubSpot is a brand that is excellent at community forums.
Wrapping UpAs marketers, we should use this time to help our sales teams rally back from a difficult year in 2020.
As marketers, we should use this time to help our sales teams rally back from a difficult year in 2020.Click To Tweet