In order to be an effective marketer in lead nurturing, you must know how to educate and inform your prospects through the buying cycle. 79% of marketing leads never convert into sales due to a lack of lead nurturing (MarketingSherpa). This is the common cause of poor performance but it doesn't have to be that way. In this article, you'll learn the basics of lead nurturing and how to map strategic content to different buying stages in your sales funnel.
The first step is to identify who your target audience and segment is. Understand who they are, what they want, what they need, etc. Interview your customers - as well as those who didn't buy from you - to create your buyer profile(s). Take the time to research and survey your customers and prospects. Here's a small sample list of questions to answer:
- What are your customers' pain points?
- What purchase paths do they follow?
- Why should they care about your product?
- What motivates your buyers?
- What are their roles? (job title)
Check out this article on identifying buyer personas here.
The buyer lifecycle is composed of the stages customers go through before they become a paying client. Here is a simple way of looking at the stages by David Skok:
Understanding the three stages will help you create targeted content for your prospects. Here is David's definition:
- Awareness – when a customer first becomes aware of your product. Or could also refer to the point where a customer first becomes aware of a need that they want to fulfill.
- Consideration – when a customer starts evaluating solutions to their need
Mapping Out The Content
When you have identified who your target audience is and understand the path they take before they become a customer, you can now map out the content to send to them at the right time, in the right place. Leads nurtured with targeted content produce an increase in sales opportunities of more than 20%. Check out this guide by Pardot on how to map out content to the buyer's journey. It contains worksheets to guide you through it all!
Here's something else to think about: map the content out to your buyer personas, based on their knowledge level. So for example, when you're selecting which content is going to the people in the awareness stage, think about how much they know about the topic. Probably not a whole lot because they are just learning about it. One could say that they probably have a general knowledge level on the topic.
Now, for people in the stage after that - consideration stage - they've probably educated themselves enough to know a thing or two but are not quite an expert yet. You could say that they have a working knowledge on the subject. As prospects move further along the funnel, they're knowledge level on the topic becomes more in-depth.
So it only makes sense that you provide the right, high quality content to your target audience, based on their knowledge level. If you're wondering what tool can help you with that, look no further. Atomic Reach is just the platform for you.
Overall, there are still many companies overlooking the practice of lead nurturing. The truth is, it's one of the most important functions of sales and marketing. Don't ever lose a lead again and make sure that you put a lead nurturing program in place today!