The modern buyer is always well-informed and often active on multiple channels. Therefore, you should provide relevant information for every step of the customer’s journey.
So what content and channels can you use to effectively engage leads and increase your chances of converting them into customers?
What is a lead?
Let’s start with the basics: A lead is a person who has expressed interest in the products or services you offer, but isn’t ready to buy. Maybe singapore mobile database that person has already provided their contact information and visited your website several times, but you have no idea if they really want to make a purchase.
Lead nurturing is the process of building and maintaining relationships with potential customers. Useful content and relevant information that supports your target audience at every stage of the funnel are essential.
Lead scoring: cold warm and hot
Not all leads are created equal; there are generally three types of leads: cold, warm and hot leads.
Cold leads: Cold leads are companies why three out of four b2b marketing professionals use newsletters that are not aware of your brand or show little interest in it. They don’t yet know you or your product or service and don’t know that they need it. But don’t worry, most leads are cold to begin with.
Warm leads: Warm leads are businesses that want to learn more about your product or service. They have already interacted with your business a few times, either by visiting several pages on your website, filling out a lead generation form, or signing up for your newsletter. These people are probably not ready to buy yet, but they already know you and trust you to some degree.
Hot Leads: Hot leads are qualified leads who are interested and ready to buy. You just need to convince them to buy from you instead of your competitors.
How do you turn cold leads into warm or hot leads? The answer is ‘lead nurturing’.
Turning Cold Leads into Hot Leads
Before you begin, you should define a clear buyer persona . It’s much easier to create emotionally engaging content when you know which audience you need to target and what challenges they face. In fact, using a clear buyer persona can increase your sales by 124% .
But it’s not enough to just know your taiwan lists target audience. You also need to know how they do business with you. So outline the path a lead takes to make a purchase – this is also known as the ‘sales funnel’. Analyze the individual cycles a person goes through before becoming a customer. From the content you use to attract leads to your company, to the channels you use to maintain contact, to the actions the marketing and sales team must take to close the deal.
Now that you have a buyer persona and sales funnel in place, let’s look at how to best nurture leads at each stage of the sales process.
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Top of the Funnel (TOFU) Lead Nurturing
The top of the funnel is also known as the ‘awareness phase’. In this phase, you’re trying to reach a large number of potential customers. You’re casting a wide net to get the attention of as many people as possible without filtering or hindering conversions.
TOFU content aims to raise awareness among your target audience and educate them on a specific question, need or problem area without any sales pitches. Forget your sales pitch for now and focus on building a relationship. Create content that tells a story, captures the reader’s interest and provides leads with valuable and actionable information.
