Reaching out to potential leads, nurturing prospects, and reconnecting with past clients can be daunting.
Sending a generic “just checking in” email generally has poor response rates, and let’s face it, our inboxes are already overflowing with similar messages.
So how can you make your outreach enticing and valuable?
The answer lies in repurposing your content strategically.
In this blog post, we’ll explore three effective ways you can repurpose content to enhance your business development and sales efforts, while providing valuable information that catches your audiences attention.
1. Reaching out with valuable content
Instead of sending a “just checking in” or “did you get the chance to look at/speak to/think about…” email, lead with value.
Think about the last time you reached out to a former client or potential lead. Wouldn’t it be more useful to share something of real value with them?
Consider including links to case studies, insightful podcast episodes or informative articles that relate to their specific pain points. By using content as a reason to reach out, you demonstrate a proactive approach and show that you genuinely care about helping them rather than just making a sales pitch.
Repurposing content for outreach also offers a valuable feedback loop. Pay attention to how your audience responds and engages with the content you share. By understanding what resonates with them, you can create more of that type of content and repurpose it for your sales and business development emails — it’s a win-win situation.
2. Amplify proposals and quotes
If you’re in a service-based business, sending proposals and quotes is usually a crucial part of your sales process. Take it a step further by including links to your best related content in your proposals.
This presents a fantastic opportunity to showcase your expertise and authority in your field. Imagine a potential client receives your proposal and finds that you’ve already published articles, case studies, or videos that directly address their specific pain points.
By reinforcing the value you offer and positioning your brand as an experienced solution, you significantly increase your credibility.
Tailor your content recommendations in the proposal based on the client’s specific interests and questions. Address their concerns directly while also sharing related content that dives deeper into those topics. This additional layer of credibility can make a lasting impression.
3. Elevate your pitches
When delivering pitches as part of your sales process, seize the opportunity to showcase your content. If a prospect asks a question during the pitch, respond by acknowledging the question’s relevance and mention that you have covered the topic extensively in your podcast series or other content. This demonstrates your expertise and positions you as an industry thought leader.
Be careful not to come across as dismissive by redirecting prospects to read or listen to your content instead of directly answering their questions. You can use the moment to provide an immediate value-driven response, and then highlight your published content as a valuable resource for further exploration. By doing so, you establish yourself as an expert who has thoroughly explored and discussed important topics.
What content works best for business development?
There are several types of content you can share with warm leads and prospects…
- Case studies and customer stories
- Industry news and trends
- How-to guides and tutorials
- Informative blog posts and articles
- Engaging podcast episodes and videos
- Lead magnets or valuable resources
- Business updates that demonstrate your ongoing dedication to their success
When creating content, keep your current prospects and leads in mind. What kind of content do they need right now? What will resonate with them and deliver real value?
Pay attention to recurring topics in your conversations and create content that addresses those specific pain points. By repurposing and sharing this, you not only provide value to individual leads but also further establish yourself as a valuable resource to your entire audience.
In conclusion
Repurposing content for business development and sales can be game-changing for your marketing efforts.
By reaching out with valuable content, you catch the attention of prospects and leads, reigniting conversations and positioning yourself as a trusted expert. Amplifying proposals and quotes with related content showcases your expertise and reinforces the value you offer. Elevating pitches by mentioning your published content during crucial moments further establishes your credibility and positions you as a thought leader.
Remember, your existing content is a valuable asset waiting to be leveraged. By providing value, you build relationships that lead to long-term success!
