A Well Nurtured Lead is a Good Lead Indeed
Lead nurturing is an essential piece of the purchasing puzzle. Buyers find the seller the majority of the time and are well informed solely through researching products and services on their own. It’s a business’s job to ensure timely, educational content is available for potential customers at any stage of the buying cycle, not just in the beginning stages. The two pieces of the puzzle that change as a prospect moves through the cycle are the content in which you place in front of them and where this content can be found.
There are a few variations of a purchasing cycle but they are generally similar and often start the same way. Let’s use the following stages to define our buying cycle:
Awareness → Interest → Consideration → Purchase → Post/Re-Purchase
So what content is appropriate for each stage and where should it be found?
From Awareness to Re-Purchase
Awareness: Prospect discovers a problem within their company.
Awareness starts online and because of this, companies need to provide educational and timely content in the right places to have their brands recognized. Marketers should create industry focused, high level content and distribute it in the following channels:
- Educational webinars
- Social Media
- Advertising: Pay-per-Click
Interest: Prospect realizes their pain now needs a solution.
In the interest stage, prospects now understand that they can’t fix their problem alone. During this stage, a lead will begin researching solutions and tend to discover brands and products. Content should be focused on specific solutions through the following:
- Product/Service White Papers
- Check Lists
Consideration: Leads have found you, show them how YOU can help them.
Leads are now aware of your brand and the products/services you offer. This is the time to educate them on how your product will help them solve their problem. Focus content on your products in the following ways:
- Case Studies
- Trial Offers/Demonstrations
- Data Sheets and Pricing
Purchase: Prospect has transitioned into a customer.
Your previous lead nurturing efforts have paid off and the lead has made a purchase. This doesn’t mean it’s time to set them free because your job still isn’t done. Solidify that your customer understands the product or service they just purchased and that all of their needs are fulfilled with the following material:
- New/Current Customer Training Webinars
- Implementation Guides
- Live Training
Post/Re-Purchase: Sometime has passed since the customer has made a purchase.
Your job isn’t done just because a lead has made a purchase. If they came to you once, they’ll most likely need your services in the future. Stay in touch and continue the nurturing process well after the initial sale by:
- Weekly/Monthly Newsletters (Introduce new products/updates)
- Periodic Phone Calls
- Loyalty Program Offers
Are You Ready to Nurture Leads?
If we haven’t stressed enough, lead nurturing is essential to the success of your business. By providing timely, educational content, you further strengthen the trust between prospects, customers and your business. However, finding the resources and time to build out this content may be tough. Biznet Digital has the means to help you create content specific to each stage of the buying process. Visit our marketing services page to see what content services we can assist you with today!