3 Types of Content to Lead People Along the Customer Journey
Let’s take this time to discuss a few ways to nurture leads. Generating leads will always be a main goal for any business. It’s how you make money after all! It’s an ongoing process that constantly requires expert care and dedication. Every day at work, all I hear about is how many leads were brought in that day. It drives every aspect of the business. But what happens when you’ve got leads but haven’t converted them to sales yet? It’s a tricky process nurturing a lead into a sale. Special deals and offers are a great encouragement but cannot be relied on for long-term success. There are other ways to help transform that lead into a client.
Content that Helps Nurture Leads
Landing pages are critical. They must be precise and visual. If your landing pages are too cluttered with information, your leads aren’t going to find the information they seek. It must convey the necessary information and nothing more. Let your sales people finish that job. Landing pages are designed to reel them in and get them to commit an action.
Call to actions can make all the difference. A good CTA will compel your leads to act right then and there. It’ll convey the message that if this offer is passed on, they’ll regret it for the rest of their lives. CTA’s work alongside landing pages and play off one another. The CTA is whatever you want your viewers to do. Whether that be to sign up for a monthly newsletter or to follow you on Twitter. Call to actions that invoke action are “click here,” “download,” “submit,” or “purchase”.
Email marketing is a tried and true practice. After all the innovation and new technologies that have shaped business and marketing today, sending emails still remains an effective play. It’s important to remember that your first email to a potential lead shouldn’t be too aggressive. It’s aimed at encouraging dialogue and sparking a relationship. Keep a set amount of time in between follow-up emails if the first goes unnoticed. Nobody wants to be blasted with emails all telling you to buy something. Ultimately, your emails have to provide content. It’s another way to spread your content to people who will find it relevant and insightful.
Safe to say, nurturing leads into customers is a process. A process with many moving components that all need to be working effectively and synchronized in order to achieve the highest level of success.