We’ve already qualify your leads talked about content marketing here , and now we’re going to talk about how content can help nurture leads and be an important part of your sales funnel. Studies show that 50% of leads are qualified, but they’re not immediately ready to buy something from you , and that’s when content becomes essential. Keep reading to find out more.
Relevant content
The first step to lead nurturing is to provide relevant content for every point in the customer journey , and it’s important that the content is aligned with the buyer persona. Creating relevant content is about striking a balance between special lead content creation and content curation. Customers don’t want to go to your social media or company website and only see content that sells your products and services. If you’re only promoting your original content and not curating relevant and interesting information from other sources, leads will eventually stop considering your company as a potential solution to their problems.
Support content for the sales team
Start by thinking about the logical qualify your leads path a lead would follow as they navigate the sales funnel. To do this, define several scenarios in which find the right tone leads convert to customers and track what actions they took from the first conversion to the closing . It’s important to know which pages they visited, which emails they clicked on, and which offers they converted on. This will help you create content that will support the sales team and generate more conversions.
Content that anticipates doubts
Once you know the logical paths a lead can ao lists take to convert into a customer, you need to know what type of content assets they should receive and nurture along that path. While it may seem like there are endless possibilities, there are types of content that are more appropriate for certain stages of the sales cycle than others. Check out the stages and types of content for each of them below.
Awareness: this is the initial purchasing stage of your potential customer, here the content helps them identify pains they are feeling, but do not yet know how to deal with, providing the first layer of education and relevance for your company.
Consideration: your potential customer already knows what pain or opportunity they are going through and so you can already talk about how your company can help and solve the customer’s needs , you can fill gaps between educational assets and information about the product or service.
Decision: This is the final stage of the purchasing journey and requires that the customer has your company name among the purchase options. Therefore, include options to request a quote, a demonstration or a free evaluation in the content. You must include key content that will make the customer make the purchase , as they already know their needs and why the company is a good choice.
