Why Leads Do Not Equate To Customers
Potential clients or customers will have several options to choose from before deciding on you as a solution for their needs. As consumers have become more educated, the onus is on companies to have the appropriate message delivered at the right time to influence someone to take the all-important call to action.
Business owners challenged by the fact that visitors will view their website, engage with their content or request information and still end up without a conversion need to explore one of the central causes for this outcome, the lack of a lead nurturing strategy.
Why Should You Lead Nurture?
Regardless of your industry, running a business is competitive. Being able to showcase your unique selling proposition effectively is crucial if you want to position yourself as the best option for prospects.
Lead nurturing can help:
Build credibility and confidence. Creating and disseminating information that is useful to a person or business no matter where they are in the buyer’s journey is how to generate trust and place yourself as an authority in your niche.
Speed up conversion. Lead nurturing allows you to see how potential clients are interacting with your brand. You can use this data to push out more information that will help someone move to the next stage of the buying cycle.
Achieve better personalization. No two prospects will be alike; they might be similar but not the same. Most people want a unique experience. Lead nurturing allows you to create content/messaging that focuses on the impulses and goals of individual prospects.
Two Things You Should Consider When Lead Nurturing
Your lead nurturing campaign should go hand in hand with your consumer personas. While two potential clients may have some coincidental similarities, the pain points of each will differ for no other reason than they both are unique. Know the difference and create accordingly with your content.
Aligning Content With The Buying Cycle
Particular types of content will work better at certain stages in the buyer’s journey than others. Below are some content ideas you can use at various steps in the buying cycle:
Top Of The Funnel
At this part of the pipeline, you want to focus on solution based marketing, not pushing for a sale. You want to identify pain points and offer a solution. A few ways to achieve this:
- How To Guides
Middle Of The Funnel
During this stage of the funnel, prospects are getting information on solutions to their problems. They are also aware that you offer a solution. Some of the Top of the Funnel content can work here but also:
- White Papers
- Video Emails
- Any Live Interaction (e.g. Webinar, Live Chat)
The above are great for starting or continuing the efforts of building an email list for lead nurturing.
Bottom Of The Funnel
During this stage, prospects are aware of your brand and what you offer. While you may not be the final choice, you are one of them. Here are some content ideas for this stage that can help close the deal:
- Service Comparison
- Service Demo Video
- Free Consultation
- Quality FAQ Page
Do you need to lead nurture?
The simple answer is yes. If your sales funnel lacks personalization or audience understanding a lead nurturing strategy can help bring everything together.
Once you know your market, customers, grasp how to use cosntent properly, and understand your process, you will know success.
For more information on how our philosophy can benefit your business goals, feel free to contact us anytime.