Very few leads are ready to buy when they are captured. It is necessary to educate them, help them discover what they need and convince them of what is the best option for them. Lead nurturing rich people database is the process that builds that relationship with the user and keeps them interested until the moment comes when they are ready to acquire a product or service . Content is the information that we are going to make available to each lead in each phase of the purchase funnel so that they continue moving towards the purchase.
Good Lead Management must take into account the phase in which the potential client is within the buyer's journey: Awareness, Evaluation or Purchase phase. Based on this, certain content will be provided, which is sent periodically and consistently through lead management automation software .
What types of content are best suited for each lead?
Awareness Phase: the user has detected a need that they want to cover and they are looking for information on the Internet to find out what the best solution is. In this phase, educational content should be provided in the form of blog posts . It is advisable to use different formats to surprise and engage the lead: lists, how to do something, infographics, webinars…Ebook MAILING_Generic Nutrition Flow
Evaluation Phase: The lead has identified what they need and has started to consider different options. At this stage, the content should be more comprehensive. E-books and whitepapers are some of the most effective formats. Testimonials from satisfied customers can also push the lead towards the sale.
Purchase Phase: The lead has done their research, is aware of the different options available to meet their needs, and is ready to make a decision. In this phase, the company must convince them that it is their best option. Offering free demos of a product or service or a discount for purchasing it are some interesting options in this phase.
If you want to learn more about how to create your content strategy, I recommend this online course .
Through Email Marketing, these contents are sent to the lead periodically and automatically over a period of time. It is important that the lead receives the content they need at all times , depending on the phase they are in. Lead nurturing is sometimes a slow and constant process, but our goal will be to always be in the customer's mind to position ourselves in their mind as a reference for when they are ready to make the purchase.
