What is Digital Content? Your Guide to Boosting Marketing & Sales
A digital marketing strategy is more essential and effective than print could ever be. With more people using mobile devices, content is more accessible than ever before, making digital content the perfect medium to boost your marketing and sales.
While print media still has its place in the marketing and sales world, most campaigns now use digital content as their primary way of reaching leads and customers. So, how can you effectively use these materials to supercharge your sales and marketing numbers?
What Is Digital Content to Salespeople?
Broadly speaking, digital content refers to any content in electronic format. That includes documents, videos, images and audio files.
Even your traditional sales and marketing tools are taking on digital forms. Posters are now digital billboards or website banners. Product demonstrations are now online guide-throughs or YouTube reviews. And yes, even the trusted sales presentation is now taking a much more interactive and engaging digital form.
How Does Digital Content Compare to Print Media?
Remember when presentation decks used to be printed? Producing those printed boards requires considerable resources and time. Aside from the design stage, printing needs quality control as errors can be expensive to fix. Each time a product is released, the marketing or sales team needs to allot a huge budget and time to create presentation decks for all team members.
On the other hand, digital presentations, from PowerPoint to Ingage, require significantly less manpower, time and budget. Depending on your style and brand guidelines, you can whip up an effective presentation in an hour. With easy share features and version control, there’s no need to print a copy for each of your team members. Mistakes can be easily corrected and changes made in real-time, especially if you are using an advanced presentation platform.
As mentioned, traditional print media is difficult to change and update. What happens when a new product feature is introduced? Can you print new presentation decks and reach your customers in a timely manner? By the time you have an updated presentation, your competitors are already closing in on your clients.
On the flip side, digital content can be modified, updated and improved in a matter of minutes. You can create personalized presentations for different types of clients or for different sales regions. By adopting elements that appeal to specific audiences, you are more likely to convert them into customers.
How do you know if your printed presentation deck is effective? Even if you follow all of the design best practices, you cannot pinpoint which parts of your presentation help the customers the most.
Analytics is a modern aspect of digital content that traditional media cannot replicate. Advanced presentation software, such as Ingage, comes with analytics tools that automatically gather information from the number of viewers to customer behavior. In just a few clicks, you can generate reports and insights, which you can use to further improve your digital presentations.
For example, you can determine which of your products attract the most attention by looking at the number of visitors each presentation page has. In your next presentation, you can highlight these products to attract more potential customers.
What Is Digital Content To The Customer?
Navigating your customer’s journey is difficult when you do not have the right tools to deliver digital content. In order to increase your chances of converting a lead to a loyal customer, you need to guide them at each stage of their buyer’s journey. According to Salesforce, high-performing marketers and sales experts say that a connected customer journey that leverages different channels and touch-points is critical to success.
That means digital content is crucial in delivering your message at each phase. Here’s an example of a simple journey and how you can use presentations to successfully convert leads to loyal customers.
1. Awareness Stage
At this stage, potential customers are aware of current challenges, but they are not sure yet if they want to pursue an opportunity to solve them. Combined with your marketing team’s research, you can develop a presentation that specifically identifies customer problems or needs, quickly catching their attention.
Then, using visual elements, such as videos and images, highlight your products and services as potential solutions to their pain points. This is also your chance to introduce your brand through compelling story-telling.
2. Consideration Stage
At this phase, leads are committed to addressing their needs. They also have defined goals on how to find solutions (ideally, using your products). However, they are likely to evaluate various methods and approaches to pursue their goal. This is the perfect opportunity to highlight the features of your products and services.
In your presentation, go into detail about how your product solves their specific problems. For example, you can incorporate a video in your presentation that shows specific use cases of your products. You can even add buttons that will take them to product pages if they want to explore.
3. Decision Stage
At this point, potential customers have already decided on a solution. They are now considering their budget, product features that they want, or functionalities that they prioritize. They are also comparing various products and services.
As such, create product comparisons in your presentation. Highlight your product’s advantages over the competitor’s. You can tailor-fit the details to specifically meet the expectations of your clients. For instance, create specified pricing plans and packages for a customer who prioritizes their budget.
Digital Content Design Strategies
Beyond the customer’s journey, how do you take advantage of digital content, especially in your presentations?
Your content and presentation should be value-rich with a strong professional veneer. Additionally, it should feature as much interactivity as possible. People love interacting with digital content, whether it’s clicking on the page to dive deeper or watching a video. This allows you to develop a better narrative for your brand. For example, new customers can explore your product line, while returning clients can explore your new offerings.
At the back end, create workflows that will actually work for your team members. Solutions, such as Ingage, allow multiple users to work on a presentation. This creates a more efficient production of marketing and sales materials by leveraging the specialties of your staff.
Your presentations can be easily shared across different channels as well. Since digital content is flexible, you can publish it online, add it to your email newsletters, or post it on social media. Your sales team can even bring tablets with them to personally showcase your brand to your customers.
It’s also notable that digital content doesn’t have to be designed from the ground up. Templates can be clicked or tapped on, and you can fill them out based on suggestions of the app in question. From there, tap another button and send the final result to a thousand or a million contacts instantaneously.
Utilizing Strong Presentation Software
Ingage provides a fully-featured platform to help you create impactful presentations. You can develop sales presentations in minutes using its intuitive controls and simple interface. Increase your presentation’s engagement by adding dynamic elements such as videos and product call-outs. The built-in analytics can help you identify opportunities so you can create better presentations that deliver results.
If you want to boost your marketing and sales campaigns with compelling digital content, book a demo now.