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Don't Be Bland With Your Lead Nurturing Strategy

Much like a good dining experience has an enticing appetizer, embracing entree, and attention-grabbing dessert, a company’s lead attraction and nurturing processes should be cleverly organized into a three-part, customer-clinching powerhouse.

It’s your responsibility to ensure that you’re serving up the kind of content that keeps the buyer interested and engaged at every step. You’ve got to put in a little extra effort to make your audience feel wanted and valuable.

It might come as somewhat of a shock to know that at least half of your qualified leads are nowhere near ready to make a purchase when they first convert. Another little secret: they’re not going to budge if you stick to outdated selling strategies. Frequent sales calls are out of the question. Your aim isn’t to become a pest but rather a trusted source of valuable content.

This is your chance to serve up some piping hot ToFu, MoFu & BoFu content. If you’re not sure what that is, stick around and you’ll find out.

Whet Their Appetites with ToFu
(Top of the Funnel)

At the top of your sales funnel, your main aim is to attract as many potential leads as possible. Your audience is much larger at this point,  so you’re casting a fairly wide net. Your main aim at this stage is to attract traffic without filtering or discouraging conversions from the “wrong” types of leads.

ToFu content is captivating and educational. You need to address a specific need, question, or pain point without sounding sales-y. Consider your blog as the best platform for ToFu content; you’re providing value without necessarily asking for anything back.

This content can contain calls-to-action that lead prospects to conversion opportunities. Only then do you ask your audience to exchange their email addresses (or other contact information) for even more valuable content. ToFu content, in the form of short blog posts, should contain a few snippets of valuable information, which are intended to lead the audience to something more substantial like an eBook or whitepaper.

Fill ‘Em Up With MoFu
(Middle of the Funnel)

Once you’ve managed to convert a lead from the ToFu content stage, they’ll be expecting something stellar in the MoFu stage. You’ve tantalised them with a tidbit they’ve found interesting or helpful in some way; now they’ll be ready for something more substantial.

You’re going to need to work on content that continues to educate or solve a particular problem but with a slight sales angle. This is the point at which you’ll begin to position your company as the most logical, useful, and helpful solution to the lead’s challenges.

Take some time to develop whitepapers, case studies, eBooks, or even videos. The challenge here is ensuring that you produce top quality content. If your internal team isn’t necessarily up to the job, consider bringing in professional help. Remember, you’re trying to build credibility, so you need to put your absolute best foot forward.

Seal the Deal With BoFu
(Bottom of the Funnel)

Once you’ve warmed up your leads with amazing MoFu content, you’ll progress to the most crucial stage. Your aim is to go in for the sale, which means you need to keep your leads feeling well cared-for.

In many cases, the BoFu stage is a simple one-on-one encounter, whether it be in person or over the phone. Think of this as the after-dinner coffee ritual, for leads who are full-up and don’t need any more content to convince them of your worth.

In other cases, you’ll need to curate a teensy bit of BoFu content in the form of a free assessment, trial, or discount code. It’s the small yet rich dessert that they can’t help but want to add to their menu.

Automation is Key
(Work Smart)

The concept of lead nurturing through the 3-course meal approach sounds fairly simple. It is, however, important to realise that your lead nurturing strategy does require a certain amount of planning and effort.

If you put in the time needed to develop your strategy, curate stellar content, and evaluate converted leads at each stage of the sales funnel, you’ll be pleasantly surprised by the pay off. Excelling at lead nurturing will help you generate 50% more sales ready leads. Furthermore, those leads are likely to make 47% larger purchases.

Because the process is so time-consuming, it’s completely illogical to manage everything manually. You wouldn’t have time to do anything else! Marketing software is an absolute necessity. You’ll notice a marked ROI on this particular investment. In fact, companies that automate their lead management processes notice a minimum 10% increase in revenue within half a year.

Automation doesn’t mean you’ll sacrifice that all-important personal touch. You’ll still be able to send out emails with customised greetings and subject lines. In fact, you can even create them long before a lead converts. These mails can be triggered based on a particular conversion and scheduled at your chosen frequency as well.

With clever automations in place, you’ll have more time available to create content that keeps visitors coming back for more. Additionally, your sales team will have continuous access to marketing qualified leads and sales qualified leads, making their jobs that much easier.

lead nurturing tips

Creative Lead Generation Approaches for the 21st Century Salesperson

Say what you like about sales, no matter how you look at it, the entire lead generation process is a tough gig. It’s even more of a challenge when you’re forced to rely on traditional approaches. When your days are filled with sending cold emails and painstakingly scraping together lists, it’s hard not to feel despondent and demoralized.

The fact of the matter is that when you’re going through the cold calling and cold email process, most of these people don’t really want to talk to you. Sales can be somewhat of a lonely road if you’re sticking to the old school script.

It’s important to switch up your tactics and take a more modern approach. If you don’t, you’ll fall behind. It’s time to reach your lead generation goals while adding value for your prospects. It’s time to network and build relationships instead of focusing on the hard sell.

creative lead generation techniques

1) Take Advice From the Pros

It’s always smart to collect success secrets from thought leaders. It’s even smarter to share these tidbits with your prospects. One of the best ways to provide unparalleled value in your content it to reach out to an expert in your industry and ask for an interview. It doesn’t have to be a long and complex process. A few choice words are all you need. Pass this information on to your customers and over time it’ll become clear that you’re committed to delivering the best possible advice to your entire network.

2) Use Google Scraping Tools

GoPinLeads is a Chrome Extension that scrapes data from Google Maps, LinkedIn, and other credible online sources, and delivers a comprehensive database to your email inbox within minutes. It’ll show you the businesses you’re looking for, who works there, what their details are, and their address. With just a click of a button you’ll have access to all the information you need to target the right kind of prospects – people who might actually want to talk about your services or products.

3) Be Helpful Via Video

We exist in a time where people want handy information at their fingertips. The less effort involved for them, the better. Very few people want to sift through lengthy FAQs or articles to find solutions to their problems. By creating help videos, you can take a step towards becoming an industry authority and solve real-world problems for prospects in a way that’s completely accessible and easily understandable.

4) Harness the SEO-centric Power of Client Reviews

Here’s a fun fact: review platforms have a strong presence in organic search results. So, while you’re building up your own SEO foundations, you can use these review platforms as a way to extend the reach of your brand presence and get noticed by the right target audience. Use your social channels (or email) to get your customers to leave reviews on these platforms. Without paying even the smallest amount of cash, you’ll exponentially increase your chances of being found by the right prospects.

5) Share Your Success

You want prospects to know that you’re good at what you do. The best way to get that message across is to highlight your successes. Write a transparent blog or social media post that sheds light on something you’ve done well in. You’ll be offering value both to potential clients and to other companies going through similar growth phases as your own. Be the kind of company that offers inspiration and transparency; it’s the best way to build trust.

6) Create Useful Resources (Like Worksheets or Spreadsheets)

Every business has tasks that can be simplified. Worksheets are a great way to take the common processes and break them down into something more accessible. If, for example, you need to review the content and design of a website (yours or a client’s) it’s possible to create a worksheet that gathers all the necessary answers in order to make the entire process much easier.

Similarly, creating spreadsheets of resources can take a good long while. The process isn’t everyone’s cup of tea. Creating these for prospects and trading them for an opt-in is a good way to communicate value whilst getting something in return.

Online vs Offline Marketing… It's a Balancing Act, Not A Choice

The focus of the modern marketing environment has become increasingly online-based, with all types of campaigns running simultaneously via multiple channels – unfortunately leading to the inevitable neglect of an ‘old faithful’ marketing style. Offline marketing has big potential to be coupled with online marketing strategies in order to produce a holistic corporate presence that transcends an urgent dependence on the Internet.
Unifying your Marketing Strategy is your Best Chance for Survival

In 2013, Andy Lombard posted an article on MarketingLand.com that is even more pertinent today than it was then. Lombard pointed out a major problem facing companies that adopt separate strategies for online and offline campaigns, often run by completely different departments; “Those silos only exist inside marketing departments. The customer’s mind perceives one continuous brand.” The key challenge here is the need to retain the customer’s attention, despite the fact that modern consumers experience multiple marketing channels within moments of each other.

Real-World Events Offer an Opportunity to Make a Lasting Impression

There are multiple combinations that can be explored to find the right balance between online and offline presence for individual businesses, however there are a few tips that remain universal. The best advice in the current climate is to combine online and offline marketing strategies into a unified message. Manobyte.com highlights the importance of real-world, offline events, which can be promoted online via social media or other such marketing channels. It’s also important to bring examples of your real-world customer interactions back to the online environment, to build interest in your offline events once again. The nature of this approach is reasonably cyclic, with one aspect feeding into another. The beauty of offline events is that they are a great content creation opportunity, building public interest on a level clients and potential clients can relate to.

Stop Hiding Behind Automation and Get Personal

Another great notion by Manobyte.com is to remove those impersonal automated email responses, and take the time to respond physically to enquiries, which can then be summarised in a follow-up email. The rapid shift to the online world seems to have left a somewhat bitter aftertaste in the mouths of customers, who are beginning to yearn for a more personalized customer service experience.  Another key example of including an offline touch in an online sale comes from eyewear retailer Warby Parker (Tintup.com), who pioneered the tactic of posting a number of frames for their potential customers to try on at home, to ensure proper fit and comfort. This made all the difference for the company who are now valued at approximately $1.2 billion.

Become Dependable on Multiple Channels

The concept works the other way around as well, as pointed out by Socialnomics.net who say, “Your websites should carry social media buttons, so that people are encouraged to share, implant, tweet, and email to help your website gain social traction.” The idea is to gain as much real estate within the customer’s circles as possible, retaining prominence in their mind and growing in influence. A high social media presence can be combined with offline reliability to create a sense of trust in your brand, in turn building customer loyalty. Over time, customer-relationships can be deepened as they learn that your company is dependable via any channel, whether online, or in the real world.