Marketing these days, whether online or offline is all about building engagement. Consequently, this engagement leads towards desired action, which is the purchase decision of services or products.
Before jumping on to Content Engagement, let’s give our readers a brief overview of Content Marketing. Creating and sharing valuable free content to attract and eventually convert prospects into customers, and ultimately converting the customers into repeat buyers. More importantly, the type of content that is to be shared has to close relate to what you’re offering as a product. The content should be relevant so that the users know what to expect from the product. Content Marketing educates people in a way start knowing, liking and trusting the brand enough to indulge in a business transaction.
The kind of content that increases the interest level of the customer to a point that it results in the purchase decision would be rated as a highly engaging content. Business firms are now focusing on measuring content engagement. Which content is engaging? How engaging is the content? Who is the most engaged prospect? These are the questions that marketing analysts tend to answer these days.
When it comes to measurement of content engagement; a very high number of clicks but low user engagement indicate that there’s great audience but the content is not up to the mark which results in a high bounce rate. High engagement but low readership means the content is superb but the audience reach has to be enhanced. The ultimate goal is high traffic and high engagement. People with the right mind will have their eyes on the right content. Engagement brings brand awareness, increased leads and improved conversion rates.
The three most important findings that content engagement can provide are:
Know which prospect are more interested
Through the number of clicks and the time spent on the content, a sales rep can determine which prospect is most engaged by the content. This would give the sales rep an idea about the prospects which are interested and which are not. The sales rep would simply target those prospects which find the content highly engaging. It would be easy to tap such prospects and convert them into a customer. Moreover, we all know about the importance of time in today’s business world. Once the sales rep divides all the prospects into two groups, i.e. those who find the content engaging, and those who don’t find the content engaging; it would eventually save the time of the sales rep. They would not waste their effort and time on the prospects which are least interested. This time could be spent on closing deals with hot prospects.
Know which slides and content is the prospect interested in
Studies have found out that approximately 90% of the marketing content goes unused. This is because there is heavy reliance on the content that convinces any prospect to make the buying decision. Once the sales rep finds out the winning formula, he could use it again and again to convert more prospects into customers. The secret recipe can make you win over lots of customers in the future.
Rank the opportunities according to an overall engagement score
Prioritization is necessary when it comes to performing efficiently. The sales rep must organize the list of prospects with respect to the overall engagement score. The ones that would feature at the top of the list would be the ones that are highly engaged. The sales rep’s job is to target these prospects in an orderly manner. The ones with the highest engagement score would be targeted first. The chances of conversion into customers are the highest for such prospects.
Content engagement analytics helps you identify the most promising leads
Now that we know about Marketing Content, Content Engagement, why it matters and what outcomes can a sales rep achieve through measuring the content engagement, we come to the BIG QUESTION. Where can we get all these metrics for measuring the content engagement? The answer is, FILEBOARD.
These features enable sales teams to follow up on sales leads in a much more efficient and targeted way, increasing conversion ratios as much as 30%. Based on the overviews of the engagement level of each prospect, sales people can focus on the hottest prospect first and engage at the right time with a tailored and relevant message. Sales leaders can help their teams focus on the right activities by knowing what sales activities and content performs better at which stage of the sales pipeline, and increase the predictability of the forecast by adding engagement data.
Let’s now shift our focus towards the offerings of the feature and its benefits.
Live Meeting Analytics
The live meeting analytics gives an overview of the entire pitch. It informs the sales rep about the attendee’s attention level by getting signals during the sales call. Slide history is also kept in check along with the time spent on each slide. It also gives an engagement score depending on the prospect/company/opportunity. After the meeting, evaluate where special care is needed i.e. if key decision makers were not engaged in the meeting, they may need additional touches. See how interested different prospects are and what they find less interesting.
As a result of this information the sales rep can engage the prospects who may not be paying attention during a live sales call. After the meeting see a snapshot of how attentive everybody was in the meeting so that after the meeting, those less engaged, can be approached immediately to address any concerns rather than a generic approach.
Content engagement and Salesforce integration helped speed up our sales cycle by 30%.
Evan DeKaser – American Efficient
File Link Analytics
The features are similar to the previous one with just one addition, i.e. Email tracking with notifications. The sales rep can upload a file, share it with prospects, get insights on the number of people who saw the file, how much time was spent on each slide, and the overall engagement score. See how interested different prospects are in the content you send them, what they find interesting and what less.
This would make the follow up process much more efficient and targeted. Follow up with each individual prospect at the right time with a tailored and relevant message based on how they engage with the content would increase the chances of closing the deal.