When a prospect has taken the time to educate themselves about your product, how it solves their need, it’s time to convince them to purchase. Early funnel buyers want to know the fluff, the simple details, the shiny parts of your product. Late stage buyers are ready for the meat - the price, the security features, the final pieces of information needed to convince them that you are the brand for them.
The content you show them at this stage of their buyer journey is the dessert at the end of the meal, the last chance to woo them into partnership, so you better make it good.
What Content Does an Educated Buyer Need?
Your bottom funnel customer does not want to see marketing content. They already know about the features of your product, they've read some case studies, and they are familiar with your blogs. An educated buyer is ready for the meat - they want to see how your product fits into their lives, their business, their budget.
Content at the decision-making stage includes price sheets, product tours, eBooks, white papers, and calculators.
Interactive content can personalize the product based on the user's needs, and one way to do that is through a calculator. Our customer Symantec created an ROI Calculator that asks the user to answer questions about their current I.T. infrastructure to receive custom results based on those selections. This experience aimed to showcase the vulnerabilities within the organization network, and it does an excellent job of driving home the importance of the product.
How to Create Interactive Versions of Boring Sales Content
How does your sales team deliver the final documentation to your prospects? Is it via a keynote or Powerpoint that has some bullet points and maybe a price sheet? Maybe it's one final demo of your product paired with a presentation to wrap everything up?
You can't stop sharing presentations, demos, and prices sheets with your prospects; these are necessary content pieces that help move people to convert. However, an interactive sales proposal or lookbook can put the user in the driver seat of how this content is displayed.
Content that works for the final stage of the buyer journey and how to make them interactive:
- Live Demos — After a live demo, a product tour of the features can be engaging and can showcase some of the talking points from the demo.
- Price Sheets — Depending on your product offering and price points, a price sheet can be overwhelming. A quiz, calculator, or assessment can be used to let the user answer question about their business and receive a product that fits their needs.
- Sales Proposals — These content pieces usually include the key takeaways from the conversations that the sales team has had with the prospect — security features and requirements, pricing details, prospect concerns, a testimonial, and closing. Interactive versions of these can let the sales team what content elements the prospect engaged with, what they skipped over and this data can be leveraged to determine what the next step should be.
Adding interactive content to your content marketing strategy can make your prospect more engaged, your data more advanced and your content more fun.