[Free Coaching Call Replay] How do you know what content to give away on your blog or in white papers? How do you know what to hold back on Facebook and in videos? Discover the answer AND how to PROVE your product or service is worth investing in using social media. Tune in and discover how to get customers to buy as a logical “next step” instead of mulling over buying what you sell. This week we dive into content marketing and sales conversion to discover WHY most content marketers aren’t capturing more leads that convert to sales—and how to get on the right track fast.

During the Q&A Mike and Ed discuss smart ways to decide what information to “give away” (make public) without giving away the entire farm. We also discuss the role of building confidence in customers using content marketing and social media.

Why is building confidence in the customer (and not in your product) the key?

Because your prospective customer does not understand your thing (product or service); want to value your thing; believe you—that your thing will do what you claims for them; think they can actually DO what you want them to take action on (use your thing to create the needed result); nor feel like they can afford it.

During the call, I recommend a simple way to overcome these objections. Here it is below. Keep these guidelines in mind when creating your next blog post, YouTube video, series of blog posts, white paper or ebook. With content marketing and sales conversion make sure your content creates these 3 things:

1. Confidence: Make sure you’re helping customers solve problems, learn new skills and become smarter buyers in ways that create results in advance of their purchase. Because when we start helping customers become more confident buyers we end up earning their trust. Why? Because human beings TRUST the source of their confidence.


2. Curiosity: Make sure you’re explaining your remedies in ways that creates clarity AND active curiosity. You’ve got to blog or produce ebooks or produce videos in provocative ways… in ways that make exploring more about what you’re talking about irresistible to readers or viewers.You’ve got to create an “AH-HA!” moment that creates HUNGER for more details in your prospect. This creates that response you need to convert a lead. You’ve got to make them think, “hey, I never thought about it that way… that’s dangerous… or there’s big opportunity there… I need to get more access to that kind of thinking.”


3. A Way: Make sure you’re always showing prospects a way to take IMMEDIATE action on the thoughts you’re provoking. Be sure you’re helping customers choose a pathway to get more detailed information on the remedy (and to become a business lead).

The Q&A session at the end resulted in some powerful realization in social media B2B sales.

Tune in to this quick call and get guided on creating more sales for yourself. See you next week everyone!

The post Making educational content marketing convert more sales: The missing link appeared first on Make Social Media Sell PODCAST with Jeff Molander.