Best Practices for Refreshing Your Sales Enablement Content Strategy

Best Practices for Refreshing Your Sales Enablement Content Strategy

About 96% of the people who visit your website aren’t ready to make a purchase. Unfortunately, 65% of businesses struggle to generate leads. About 80% of the leads you generate won’t turn into sales.

Without a strong sales enablement content strategy, you could struggle to grow your business. 

Read on for the sales strategies you need to refresh your strategy today!

Establish Goals

Before refreshing your sales strategies, determine what you need to accomplish when updating your content. For example, perhaps you need:

  • A positioning statement
  • Differentiators
  • Unique selling propositions
  • Messaging points
  • An elevator pitch
  • Proof points/bold claims

These elements will help you prove your value to customers. 

Establishing specific goals will help you maintain focus as you complete the rest of these steps. 

Audit Content

Audit your existing sales content to determine which elements:

  • Accomplish your goals
  • Need updating
  • Are missing

Create a spreadsheet that lists your existing collateral. Document everything; one-sheeters, videos, sales desks, case studies, etc. Note if the collateral is relevant or needs updating.

Maintain Consistency

When using the rest of these sales strategies, keep consistency in mind. Maintaining brand consistency will help people remember your brand. As they become more familiar with your business, they’ll grow more comfortable with your business. 

Your sales enablement content should also appear cohesive. Each piece should support the next. 

Know Your Audience

Research your target audience to determine demographic and psychographic information. For example:

  • Age
  • Gender
  • Location
  • Income
  • Marital status
  • Buying behaviors
  • Pain points
  • Online behaviors
  • Hobbies
  • Interests

Create buyer personas to segment your larger audience. Knowing your audience will help you appeal to their needs through your content. 

Update Collateral

Update your sales collateral to ensure it meets your goals.

Make sure each piece of content is:

  • Branded
  • Up-to-date with accurate information
  • Simplified and easy to digest
  • Aesthetically pleasing

Add a call-to-action to each piece of content. Each piece of content should drive prospects to the next step in the buyer’s journey.

Add imagery to each piece of content to make sure it’s engaging. 

Train and Test

Train your sales team to ensure they can properly use your collateral. Sales training can make your content more effective. Provide detailed and engaging instructions to help them present each piece of material. 

You can use the sales training programs found here to help your team strengthen their sales skills.

Test your new content to determine if it’s effective. Analyzing data will help you continue refining your materials over time. 

If a piece of content doesn’t resonate with your customers, determine why.

Track conversion rates to determine if your new content is accomplishing your goals. 

Update Your Sales Enablement Content Strategy

An outdated sales enablement content strategy could keep you from generating sales. Use these sales strategies to update your content this year. With these tips and sales training, you can set your business up to grow.

Ensure sales enablement with these tips today!

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