Traditional Education Technology (EdTech) sales meant going out to seek prospective customers. In a time where execs in companies and schools are busier than ever, and bombarded by lots of messages and marketing pitches, it’s more critical than ever to adapt your sales method to one that best fits their schedule.
According to a study by Roper Public Affairs reported by Forbes, 80% of company decision-makers claimed that they like to get their information using blogs, not advertisements. 70% of them said content made them feel closer to a company, and 60% claimed that content helped them make smarter buying choices.
This new technique called the Inbound Sales Methodology makes it easier for potential customers to connect with you. Inbound sales includes connecting and informing leads with helpful information. This will help build trust with your potential customers and aid the reputation of your company. It will also increase your chances of closing sales with the right people.
Here are some great tips to get better “Inbound” results
Identify your Buyer Personas
The first step to Inbound Sales if understanding what types of leads you want to connect with. This is where Buyer Personas come in. A Buyer Persona is an imaginary personality that mirrors the obstacles, objectives, and responsibilities of your perfect customer. A good way to do this is by doing research with your target market and existing customers. Here are a few questions you could ask:
- What are their responsibilities?
- What tools and programs do you use?
- Who do you report to?
- What are your goals?
- What obstacles do you have?
Supply hyper-relevant content
Research by Aberdeen Essentials found that aligning content with the prospect’s phase in the buyer’s journey causes a 72% greater conversion rate. After identifying your Buyer Personas, you and your marketing team can research and review content that will interest them. In the Awareness phase, leads are trying to understand their issues. Educational content like blogs and ebooks are great for this phase. Whitepapers and webinars with Q&A sessions will help in the Consideration phase where the potential customers are looking for remedies to the troubles they have identified. In the Decision phase, offer potential customers comparison charts, trials, and case studies to lead them to the services your Education Technology (EdTech) firm uses.
Enhance your content for Google search
Enhancing your content using relevant keywords will help make it easier for leads to find you using online search. Work with your marketing team to do research on the major topics your target market is looking for. You can use tools like Wordstream, SERPs, or Moz to do this research. To improve the chances of success with SEO, it’s a good idea to choose long-tail search phrases that don’t have much competition. Do not just use keyword research to enhance your online position. Make use of it to identify trends and craft your content accordingly.
There are many ways you can use LinkedIn to bring in leads. First, you should maximize your account to show leads what value and service you offer. Show your achievements and your accreditations. You can also bring in new leads by sharing relevant content on LinkedIn Pulse, placing you as an authority in the industry. Stay away from boring and common articles like “Top mistakes” and “How to” pieces that inundate LinkedIn. Instead, pick topics that will challenge the audience’s’ reasoning. Sign up for LinkedIn groups is another way to build trust with leads. You can react to questions, making people more likely to think about what your business has to offer. You can share links to your articles on the LinkedIn newsfeed, drawing in even more traffic to your Education Technology website.
Use visual content
A report by the Social Media Examiner found that 19% of companies considered visuals to be among the best type of content. Photos will bring in the attention of your target market and will improve the chances of them looking at your content. Breaking up big blocks of text with photos and graphics will help your potential customer better understand the content. High-quality photos of your item or service will make your deals more eye-catching and will improve your chances of making a sale.
Create an e-newsletter
One of the most effective ways of building a long-lasting partnership with your leads is by starting an opt-in e-newsletter. You can use the e-newsletter to inform your leads on relevant topics that will help them make a buying choice. To improve your click-through rates, be sure the email topic is memorable and relevant to the topic. It should also be customized for that particular lead. Keep the content brief and include a call-to-action.
B2B content doesn’t always have to be overly-formal. Like Microsoft, you can share stories of your staff, your products, and your business. This will help humanize your company and will build a stronger relationship with your potential customers. You could also ask prospective or existing clients to share their stories on your website. This is a great way to broaden your target market and reach more people.
Getting referrals from a third-party is an effective way to create new leads. When you make a sale, incentivize or just ask the customer to refer other people that might like your product or service. Chances are high that the recommendation will result in a sale.
The bottom line
The tips laid out above are all part of the Inbound technique. Inbound involves thinking from the point of view of your qualified leads and giving them the helpful and informative content they need. It’s critical that every action in your sales process is customer-centered since you want to build trust and improve the chances of making more sales.
It can be hard to do this all alone. We at Reposify work with Education Technology sales and business development pros to offer strategy, support, and help applying Inbound. By working together, we help marketing and sales people bring in new site visitors, convert them to qualified leads, and then happy clients.
We’ve helped many sales pros like you Include Inbound into their sales process. Book your free strategy session today to learn more about how you can use the Inbound technique to take your sales to the next level.