Your website is your most important and powerful sales tool, and it can be used in a variety of ways. However, many companies don’t realize that compelling content marketing is the key to the success of a  website. Your website should act as a well of information for current and potential customers. It should also be used as the core of your marketing campaign. Your website should be at the heart of your content marketing plan and utilize content in a way that generates leads that turn into sales and here’s how:

1. Generate more leads with CTAs.

It’s important to keep in mind that less than 10% of website visitors are ready to make a purchase. It is possible, however, to create leads earlier in the sales process. It all depends on the layout of your website and how your content is accessed.

Calls to action (CTAs) should be positioned in strategic locations throughout your site. These CTAs should trigger an immediate response in your website’s visitors. Visitors to your site are usually looking to gain more information about your product, brand, or industry before making a purchase. CTAs that prompt the visitor to download educational and informational content about your product, industry, or brand gain high click rates and deliver to you leads’ contact information.

2. Use drip marketing to shorten the sales cycle.

Converting the leads that you generate with your CTAs (calls-to-action) into sales is a matter of keeping in touch with potential customers. The level of buying interest varies between prospective customers, but actively pursuing the lead increases your chances of turning them into customers. Drip marketing is optimal for this. When your CTA generates a lead, a “drip” will be delivered to the lead through non-obtrusive emails in order to maintain top-of-mind awareness.

3. Use testimonials to prove deliverability.

There is no better way to establish your company’s deliverability than by having current or past customers vouch for you. Customer testimonials and case studies are two of the most effective content marketing tactics for B2B marketers. Don’t be afraid to let customers “toot your horn.”  Display real examples of how your business’ products or services help customers solve common and uncommon pain points. Additionally, a glowing testimonial from a happy customer only convinces potential customers further to choose you over your competition.

4. Establish yourself as a subject matter expert.

Customers buy from brands and companies that they trust. Building and maintaining trust is essential when attempting to garner consumer attention and then court them through your sales process. This is particularly critical in the technology industry, where innovation is an everyday occurrence and products and services become outdated quickly. Businesses that take the time to build this trust will inevitably see an increase in sales.

There are a few things you’ll need to do in order to ensure that your sales reps and executives are well-respected in your industry. You’ll need to develop a positive web presence.  More often than not, the Internet is the first place your prospects will search for you. If your website is outdated or infrequently updated, you’ll give a bad first impression. You’ll also need to establish a content marketing strategy to generate quality content, such as eBooks, whitepapers, and guides. When done correctly, solid content —that establishes your sales reps and executives as subject matter experts —will generate solid sales leads.

When done correctly, content marketing can increase sales. For a more in-depth look on how content marketing increases sales, download our eBook, “How Content Marketing Can Help Increase Sales.”