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Check out some important tips to increase customer knowledge about your product or service.o with lead nurturing.
One of the most successful strategies in closing sales is nurturing leads. But how does it work? In a simple way, the person looks for some brands to solve a need and intends to buy from them. Most of the time, that person exchanges their own data for content. At that moment, it becomes part of the brand’s contact base, being recognized as a potential buyera lead.
O lead enters a contact list suitable for the profile filled in the form when you downloaded the first content. The brand creates a interesting material submission flow, from time to time, showing authority on the subject to lead that person to the sale. This is what we call Nutrition.
Here is the maxim: grow flowers and the bees will come. It is worth emphasizing that the person only becomes a lead when the brand captures data. Without it, that person is just a visitor to your website.
How can they find me?
For that person to find your site, there’s not much of a secret. The most common ways are:
1) Organic search
If your content ranks well in search engines, the person will come to your website or social media when searching for the topic of her interest. Remembering that people usually click on the references of the first search page.
Keep the communication channels operational, easy to find and with great service on your website. These channels can be an embedded chat on the website, WhatsApp, telephone and contact forms. O Click Lead from takes the visitor to the brand’s WhatsApp, where it is possible to start the service and win the sale right there. This feature is able to increase the your average conversion rate to 9%.
2) Related links
The person can reach your page through the content of other sites that link to your page.
3) Sponsored Links
The content appears to the person through advertisements served on the pages he frequents or in search engines. In that case, it would be interesting sponsor content for the purpose of converting the visitor into leadlike a release of some e-book or study.
The visitor will deliver their data in exchange for content only if you see value in what the brand offers. if it’s a blog article, it needs to make a compelling promise for the person to download the related material. And a promise made must be kept. This is a great way to start a relationship and ensure that the person makes a point of accessing what you post. But it’s just the first step.
To understand how to develop good nutrition leadslet’s talk a little bit about the shopping journey. Knowing how the consumer’s mind works is essential to invest in what really catches their attention.
How does the buying journey work?
The purchase journey can be shorter or longer, depending on the person’s need. Digital products and services may require more relationship and time to purchase decision than material products. They are different journeys but, technically, they go through similar phases. Here, we will give some simplified definitions:
Discovery
The person or company has discovered a need or pain to be addressed. She seeks clarification and begins to know the subject better. This is where the visitor can become lead.
Consideration
O lead downloaded some content, already recognizes that the need or pain is a problem and needs solutions. O lead it is in the nutrition flow of some brands, receiving different materials and finding out about possible solutions. He begins to consider hiring some of these companies to resolve the issue.
Desire
With the right nutrition, the lead decides to consume from you, but needs to feel more confident about how their solutions work, their packages and their cost-effectiveness.
Closure
This is where the purchase and lead is promoted to customer.
We recommend that you study the buyer’s journey more deeply to create a smart sales driving and with the potential to convert many leads in customers. O timing is essential in the sales strategy. so that the lead led to buy, it will be necessary to nurture and motivate quality content, and approach him at the right time, when he is at the height of conviction. Much is lost when the relationship cools down. We repeat: study the buyer’s journey.
How to nourish your lead
the driving of lead until the sale goes through several phases, in a sales funnel. The funnel allegory is very good at describing this strategy. O lead will start at the top of the funnel and move through the middle of the funnel until it reaches the bottom, where the sale is made.
Based on this logic, the brand must develop a content flowchart to drive the lead through the funnel. Whoever is at the top may not be at the time to buy, so it’s important to show your authority on the subject at every touchpoint: social networks, website, marketing emails, studies. And it is important, too, attract many visitors to become leadssince a large part is along the way.
Content types and targeting leads
invest in produce diversified content, thinking about possible purchase profiles. We suggest the persona creation to understand what kind of material will be produced for certain profiles of leads. Example:
- User Segment: practical content, capable of supporting the person’s activities, written in direct language and rich in examples. The ideal sales approach shows how the tool will make this professional’s life easier. And this is one of the people who will talk about your solution to decision makers. In this group we have interns, assistants, analysts and operators, among others.
- Decision Makers Segment: contents that bring market analysis, success stories, studies, trends, research. The sales approach shows how the tool or service will save time, productivity, and optimize resources. We have in this group many coordinators, managers, some C-Levels and liberal professionals.
The brand can invest in essential materials in the area, with long-term validity. They are based on concepts, first steps and best practices, always relating to the use of the tool or service as an operational solution.
Studies, analyses, and cases are dated, so they must be produced from cycle to cycle. Here, the tool or service can be approached in a more in-depth and strategic way.
There is also recurring content, such as newsletters with quick information, news or links to access blog articles.
Bonus tip: Clean up the base!
If you want to start an activation job with a email database already existing, it is important to certify the quality of these contacts. The most common problems with old lists are emails that no longer exist (usually commercial), duplicate emails, incomplete or incorrect extensions, and disposable or temporary emails. Campaign sending software commonly has resources to cleanse its base, but there is always something left to do manually. So do it with time and focus.
Then create and send a marketing email with a opt-in for that person to agree to continue receiving your campaigns – in times of GDPR, this is non-negotiable. the tool have this kind of form. Anyone wishing to continue receiving communications from you must be directed to one of your leads.
At this point, you will discover a few more non-existent emails and do a second round of cleaning along with those who no longer wish to receive your campaigns. This is not bad, as it avoids investing time and resources in an audience who are not interested in your product or service. The more qualified your base, the better.
Nture your leads with a tool that helps you measure your results
shipping flow
Along the nutrition flow of the leads, the marketing department will create emails with different approaches. Some contents can be read and followed in the e-mail and others will lead the lead to click to get the content – the famous Call To Action or CTA. Ideally, the button or link takes the person to the page where they are going get more information about the product or tool before downloading the content. And every time a new one lead enter, it will be carried through the communications flow.
To increase efficiency in the lead nurturing process and avoid having to do it manually, it is essential to use email marketing automation tools. For this, we recommend. With this tool, you can create segmented lists of users, create the sequences of the sales funnel email flows, track email open metrics and send personalized emails on anniversaries, among other amazing features that will facilitate your sales.
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