Be Found By Prospects 

On average, a person consumes 11.4 pieces of content before making a purchase decision.

These days, people are more honest with Google than anyone—even their spouse! 

Providing answers through digital marketing content is the best way to have your business be found. 

Make sure your business has a spot on the search results page by making information easily accessible for prospects who come looking.

Build Trust With Prospects 

Trust generates sales opportunities.

Providing complete and actionable expertise makes you a go-to resource for prospects.

Failing to deliver helpful information leads people to mark your emails as spam and tell Facebook your ads are irrelevant.

Even if the prospect doesn’t buy from you today, they’ll remember how helpful you were when they’re ready to make a purchase.   

Qualify Prospects By Getting Quick Nos

Up to 70% of the buying decision is made before talking to a salesperson.

By the time prospects get to you, they are aiming to clarify details and get final validation. 

You’ll close deals faster by answering the bulk of the questions before the prospect contacts you.

Shorten the Sales Cycle

79% of marketing leads never convert into sales.

Sales can use the Answer Vault to build trust with prospects and save time.

Your sales team is in conversation with prospects, getting a sense of their pressing questions. By sharing from your Answer Vault, they’ll help prospects get ready for sales conversations.

When prospects enter the sales conversation, they often have a range of questions,  from ‘What would it look like to work together?’ to ‘What are some of the limitations of your solution?’

With a well-stocked Answer Vault, your sales reps can share the information and put it in the prospect’s hands to build trust. Then, they can set up a short meeting to answer any follow-up questions. (Swapping out a tedious meeting with a rapport-building meeting.)

Your Sales And Marketing Teams Need To Know These Answers 

Treating your expertise like a well-kept secret means your company isn’t growing. People won’t hire you unless you’re open and transparent. Share the wealth of knowledge.

Gain an understanding of the challenge they’re facing.

Buyers don’t wake up and decide to seek a product or service on a whim. They stumble into problems that require solutions. 

See possible solutions.

Placing challenges in context for the buyer allows them to see how they can go about solving them. Answers you provide at this stage guide prospects in their personal journey and close the gap between their problem and your solution.

State what you do

When people land on your website, they need to know what you do immediately. It doesn’t matter if they are coming from Google, social media, etc..

Your homepage should state what you do specifically enough to share your range of services, but not so broadly that it confuses.

Your Pricing

Prospects like to see the dollar signs, whether it’s just $ or it’s $$$.

Transparent pricing means transparent marketing. This builds trust and gives future customers a baseline for their expectations, helping them find the best solution at their price point.

3rd party validation of you 

People are going to trust what others say about your business.

Shout the good reviews from the rooftop! Acknowledge the bad ones, own your mistakes, and work to make things right.

Process of working with you

Put yourself into the shoes of a new or current customer. Walk them through each step, from the initial agreement to the final results of your product or service. What is the time commitment? Is communication through text, call, email, or monthly meetings?

Don’t make them guess about the onboarding, fulfillment, and recurring processes.

Info on Your Competitors

The chances are low that your business is the only one your prospect is considering.

Be upfront about how you differ from your competitors. You want these details to stand out.

Problems You Solve

Help your prospects see how you're going to make their world better and easier. Talk to them about their issues in their language.

The easier you make it for them to understand, the faster they'll decide whether or not to become your customer.

Awareness stage content

Every person goes through what’s called a buyer’s journey.

The awareness stage is the first step, where prospects identify the type of problem they’re dealing with. Your job is to give them content that gets them thinking, “Hey, I might have this issue!”

This should be ≤ 25% of your overall content.

Consideration stage content

As prospects progress through the buyer’s journey, they start to identify possible solutions to their problem.

Consideration stage content helps them explore possible solutions and begin to narrow down which is best for them.

This should be ≤ 25% of your overall content.

Decision stage content

This is the end of the buyer’s journey. They’re ready to choose.

This is the stage you need to be the most prepared for—at a minimum, 50% of your website should focus on this type of content. 

At this point, they've picked their solution; they just need to pick you. This content focuses on your business, highlights why it’s the best solution provider for them, and gives them clear expectations.

Your Value Proposition

You have to stand out. Everyone has competitors, and you need to help prospects understand why they should choose you

Remind your prospects what they can expect from your specific offering within your business.

Your Limitations

No products or services are perfect.

Be honest about the boundaries of your solutions. This kind of candor is rare and refreshing. Too many websites promise the perfect fit for everyone—a promise everyone knows is false.

Process of Choosing You

Don’t make the process of initiating your partnership difficult to understand.

Set expectations for what happens once they submit a contact form or request to chat.

What does the time commitment look like? Is it online or in person? Will they go through different stages with multiple meetings or calls, or will someone come to their house for an initial estimate right away?

Detail every stage, from contact to service. Leave no room for guessing.