Olivia Atkinson
Training within your marketing team is just as important to how you educate your prospects and leads. To ensure you provide the best service you need to be in the know and up to date with the latest trends.
As technology advances all the time the key is to be aware of the opportunities available. This is to ensure that when the time comes for your services to advance you’re already aware of how it works.
Think Like Your Potential Customer
Companies are guilty of talking about themselves rather than how they can help people with their product or service.
A tip to really understand your prospects pain points is to talk to them, ask them questions. As long as you’re open minded and don’t get defensive about your own company you can find out common trends within your sector.
This way you can provide educational content that your potential customers will find relevant. It will also help prioritise to you which content to create or provide first.
This will allow you to create a flow of educational content, nurturing your lead through their buyers journey.
Education Based Marketing
Education based marketing is the sharing of knowledge with the purpose of building trust. This strategy establishes credibility and confidence with your customers by using education messages.
Today's consumer won’t do business with people they don’t trust, especially for high risk transactions such as building materials.
Many consumers are tired of selling-based messages, as soon as someone knows they’re being sold to they switch off.
However when you share important information and facts that help customers make a good buying decision, they listen.
Inbound 2019
Every year the team at Insynth travel to Boston, MA to attend HubSpot’s annual Inbound marketing event. This year features a variety of speakers from Marcus Sheridan the content marketing guru to Jennifer Garner and Jada Pinkett Smith.
Previous years have seen appearances from Michelle Obama, Billie Jean King and John Cena.
The team will attend 4 days packed with speakers and seminars, blogging live from every session. Typically American companies are ahead of the game compared to how marketing is done in the UK.
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That’s why Insynth attends, to gain insight into future and current trends and techniques within digital and inbound marketing.
This year the seminars have been carefully selected to align with the service Insynth provides its clients, current and new. This year the focus is, Content marketing, Email marketing and Sales Enablement.
Conclusion
Not all companies have the budget to visit big events like Inbound, that's why we blog about every single talk, so you can learn what we learn. The moment you stop trying to sell and start trying the help people you'll feel a shift in how people respond to you.
As important as business is, ultimately you're selling to people. If you focus on providing the best possible service to the people, sales should follow.
Not all educational events have to cost the earth, many are free to attend so try and attend at least 2 a year to keep up with the current trends.
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Put yourself in your prospects shoes, whether they're an installer, specifier or architect they will have specific requirements and common issues when researching a solution. Do everything you can to take away any friction and make sure you're providing as much information about your product as possible.
This allows them to make up their own mind on you and get in touch when they're ready.
About Insynth
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.