There are many ways to reinforce the customer experience and keep your prospects engaged - but content is king.
The Value of Lead Nurturing Content
Whether you're looking for the best contact form layout to grab attention or increase conversions with a strong focus on customer satisfaction, it all starts with the content you put out there.
About 79% of leads never convert to a sale, and a lack of nurture is the number one reason!
So, what is lead nurturing content?
It's the fuel that feeds the engine of customer engagement and could include:
- Free trials, demonstrations, or downloadable guides.
- Reports, blog posts, case studies, or trade publications.
- Videos, how-to explainers, and white papers.
- Coupons, discount offers, or eBooks.
The trick is to personalize content as much as possible so that each prospect feels that you're reaching out with useful information, advice, or offers that compel them to continue buying from you.
What Are the Basic Elements in a Great Lead Nurturing Campaign?
Before you start publishing content, you need to have a strategy.
Each touchpoint should entice your customer down a conversion path, or sales funnel while demonstrating your value proposition.
There are five different stages to developing an effective lead nurturing approach.
1. Define Your Campaign Targets
Every campaign starts with mapping out what you'd like to achieve and how you intend to get there.
A great campaign provides progressive content, so you take your customer on a journey towards the end target - whatever that may be.
For example, if you want to secure twenty-five qualified leads or sell more of a certain service to a target audience, that's your baseline.
2. Create a Precise Customer Persona
Next, you need to ensure that the nurturing content is tailored to a customer persona, so you know how to reach the best prospects and what pain points you need to solve.
Each persona should include as much research as possible:
- How much does your customer have to spend?
- What values are most important to them?
- Which channels are they most likely to use?
3. Focus on High-Quality Content
The nurturing conversation needs to be pitched at just the right point on your sales funnel.
Say you've started with an informational guide as a basic intro and want to provide more in-depth detail and incentives as you go.
It's no good directing a bottom-of-the-funnel quotation form to your prospect until they're poised to respond.
4. Build a Campaign Timeline
Nurturing isn't a one-off task you can forget - it's all about making a case for your brand or service and building trust, so your customer is confident you will deliver!
Bombarding leads with excessive content, too much too soon, or repeated campaigns can be detrimental.
Hence, a timeline creates a pattern where you can carefully implement each action at an appropriate time.
5. Measure, Track and Improve
One of the big benefits of lead nurturing content is that it provides an insight into which approaches work best and what your customers download or view most of.
Make changes, respond to feedback, track performance, and measure the success of each campaign to precision focus each action on those pieces of content that return the optimal results.
Remember - nurturing is a chance to educate, inform, showcase value, and solidify a one-time customer into a loyal advocate.
It's a valuable exercise and one that can make a massive difference to brand reputation, and demonstrating that important competitive advantage!