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Content Staging: how to design a successful business presentation application?
In Tips, Marketing, Mobile Sales Enablement, Uncategorized, Technical
When it comes to digitizing your sales reps media, the question of what content you have or would like to publish is a close second. This is a subject we address with almost all our customers.
Your content was not specifically designed for digital media. Even if the idea of "redoing everything, right away" has crossed your mind, it is not possible. At least not right away, or not to the extent you want.
In the same way that tearing down all the walls of a house may seem attractive to give it a facelift, home staging allows you to give the interior of a house a makeover and get the most out of it at the lowest possible cost.
Let's talk today about Content Staging, i.e. tips and best practices to get the most out of your content and to choose which new content to invest in with an informed eye.
In the era of digitalization of content, the pressure of "beauty" is
The pressure of beauty should not paralyze you in your digitalization process. Often new content is sadly reduced to "more beautiful" content.
Of course, the graphic aspect is important, especially when the content is displayed on the latest generation devices, but it is far from being the only criterion for the impact of your content.
In order to highlight the tips we are going to show you, I propose to detail the potential impacts that your new content will have on the marketing and sales organization, in order to target what is most important for you.
1/ Content Staging: THE 7 IMPACTS OF YOUR CONTENT
1 Preparation time
A marketer can spend 30 hours a month researching and preparing content.
That's a lot of work. Your content must enable your sales reps to optimize their preparation time.
The salesperson must have at his disposal striking, simple and flexible supports that can be easily used even in live situations.
2 Your brand image
Content adapted to the request of your interlocutor will have a significant impact on brand appreciation: +84% .
The contents must imperatively serve the company, as well on the strategic aspect as on that of the communication;
The image is very important because it represents the identity of your brand. The message transmitted is just as important since it corresponds to what you are going to "anchor" in the minds of your interlocutors.
It is with this in mind that it is more than essential that a company's Marketing & Sales departments work hand in hand to produce this content.
3 Content usage
This is the "nerve of the war". The format of your content directly impacts its use.
The more your content combines powerful visuals and a relevant message, adapted and adaptable to any situation, the more it will be used.
This impact will be all the more important if you take into consideration the remarks of your sales teams.
4 The turnover
It seems obvious that sales are impacted when it comes to content sales reps.
Visually appealing, relevant and powerful content allows your teams to sell better and sell more. The relevance and impact of content also depends on up-sell/cross-sell mechanisms.
In other words, the ability to create a link, a common thread between your various contents in order to extend the sales spectrum.
On the marketing side, the design of your content will have a direct impact on your statistics, your data in terms of volume or capacity to generate data.
5 Statistics by offer
Statistics by offer, range, products, connection between them, so much information that your content can confirm or deny.
6 Statistics by user
Statistics by user or group of users. The specialization of your content should also allow you to work by logical groups.
7 Share statistics
Finally, the performance of a content can only be apprehended through its use or reading. Some contents are more intended to be shared than others.
Specializing your content from this angle is also very relevant.
Before launching into any modification of your content, we advise you to determine the potential of the existing content .
Evaluate each (type of) content in terms of its impact today and its desired impact.
2/ Content Staging: 5 tips to implement right away & VERY easily!
1 Cut out your content
To support your (sometimes monstrous) presentations of 50 pages or more, opt for a set of presentations as small as necessary.
More modular and therefore better identifiable, they facilitate the identification of the right content in preparation. During the meeting, the commercial approach is significantly better perceived, tailored to the client's needs, and therefore improves the image perceived during the meeting.
The traceability by sub-parts also gives the sales representative relevant information on the real interest of his client.
Of course, there is nothing to stop you from keeping the 50+ page format for more standard sharing as well, but the cut-up versions will provide you with a large and rewarding volume of data.
By cross-referencing this information with your sales, you will be able to identify precisely what works and what doesn't, the best practices, the mastered concepts and the others...
Finally, smaller presentations also allow for more accurate up-sell and cross-sell links and therefore maximize your sales.
Several Salesapps customers are already successfully implementing this breakdown: Aryzta, Santarome, DGF, etc.
2 Enrich your content
Avoid leaving your content isolated and "floating". Enrich your content by connecting it with other content to :
- Better illustrate,
- Diversify formats (images, video, HTML),
- Complete,
- Engage your customer,
- Extend the reach of the message, etc.
This extension of your content facilitates preparation work for sales reps. The live customer experience is also greatly enhanced, with sales reps presenting offers and content more effectively.
The content base is generally better used and the perceived image benefits once again: "it's more PRO".
Rentokil Initial, Robot Coupe, Universal Picture Video, etc. already use this technique for their content.
3 Proof by the image
Focus on visual presentations; interactive (clickable) presentations, in other words, content that speaks through images, that comes alive and enhances the experience and the customer journey.
Since you've made connections between your less graphic content (previous tip) the more visual presentations have their place in the salesperson's material. If there's one post to invest "a little" in it's this one.
Again, the image will certainly have an impact on your content but it is clearly not the only one.
Don't have enough visual presentations for your taste yet?
No problem, use the graphical capabilities of your application to give visual impact in its tree structure and reuse your presentations as is .
Since you followed tip #1 ( ????) your presentations are already cut out and you navigate through the application instead of going page by page through a linear presentation.
Vianney Leveugle, Geodis Distribution & Express Marketing Director, talks about this subject in a video here.
Sébastien Verquin, Zolux Sales Director, shares his experience in the following webinar: Digitalization of sales teams: 10 key points to succeed in your project!
4 Customization
Here we are not talking about doing new things necessarily but about creating editable templates, slides, pages, sections, regularly edited or adjusted.
Simplifying these tasks saves time at sales reps and gives you greater control over the format of what is sent to your customers.
This ability to personalize will be all the better perceived if you have implemented the 3 previous tips.
The Mutuelle Générale has broken down all the steps of its customer diagnosis into sub-sections. To perfect this redesign, they also took the opportunity to make these steps interactive thanks to the HTML format of the supports.
Editable PDFs also complement the HTML formats to allow multi-editing before, during and after the appointment.
5 Specific features
The last tip we suggest is to rely on the features offered by your sales application and Sales Enablement.
These features can help you give your media a real facelift with minimal effort.
In the case of Salesapps, you have more than 150 functionalities to use to boost your content: interactive PDFs, HTML supports, digital sales plans, supports with links to pages on your website, or training supports, editable PDFs, quizzes...
The impact may affect all segments depending on what you implement, hence the importance of getting advice when implementing your tool.
For example, JCDecaux Airports uses the dynamic filter system to filter and easily access their large volume of photos of successful campaigns (their customer references).
They also use 360 views to present the display locations in the best conditions.
Beyond the "bling" of your presentations, their ease of use and depth of exploration beyond the basic message will make your content strong.
3/ Content Staging: rethink your B2B data strategy
If you are also interested in this topic, I invite you to read the specific article on this subject here: Boost your B2B Data & Sales
Indeed, your data strategy will, in large part, rely on your content . It is an important component of your presentation design that must be taken into account.
If we go back to the B2B Data quadrant mentioned in the above article, a significant part of the data capture areas are concerned with the content format.
The ✅ in the quadrant below:
5/ IN CONCLUSION
Your content base is full of resources.
Take advantage of the digital prism to reveal its true value before considering any redesign!
When redesigning your website, don't just focus on form and product aspects. Take the time to create content designed for their use and the information you want to get from them.
The digitalization of your sales media is an opportunity to do much more than a simple surface facelift and to have a more massive impact on the marketing and sales organization.
Rely on tools that match your ambition.
This article is taken from the webinar presented by Gabrielle Sourzac CSM & Georges da Silva COO - Salesapps.
You can review at any time here :
[Content Staging] - how to design a successful business presentation application?
