by Peter Wilson | President
In this post, we delve further into the sphere of lead nurturing, gleaning insights from the acclaimed “1-Page Marketing Plan” authored by Allan Dib. We continue our journey through the three stages of marketing: the before, during, and after phases of customer interaction. If you’ve been keeping pace with our discussions, our previous discourse on capturing leads might still be fresh in your memory. Now, we shift our focus to nurturing those leads with a particular emphasis on email and web-based strategies.
Let’s start by addressing a common misconception. Many businesses concentrate all their efforts on the 3% of people who are ready to buy their product right now. But what about the larger 30% who are interested but not quite ready to commit? To convert these potential customers, we need to provide consistent value over time, building trust and credibility so when they’re finally ready to buy, we’re at the top of their list.
To accomplish this, here are five types of content you can utilize to engage your prospects and build lasting relationships:
1. **The Honest Buyer’s Guide**: This idea, inspired by marketing guru Seth Godin, is about providing a comprehensive, unbiased guide about your product or service. It should include information about the available options in the market (yes, including your competitors!), a clear explanation of the pros and cons of each, common mistakes buyers make, a guide to pricing, and additional resources for further research. An honest, transparent approach like this can position you as an expert and a trustworthy source of information, attracting the right customers to your business.
2. **Top 10 Questions to Ask When Hiring a [Your Service]**: This piece of content is about helping your potential customers make informed decisions. By listing and answering these top 10 questions, you can subtly highlight your strengths and expertise in the industry.
3. **DIY Tips and When to Call a Professional**: This kind of content not only demonstrates your expertise but also provides value to the reader regardless of their purchase intent. It’s important to strike a balance here – share useful DIY tips but also highlight when it’s essential to call in a professional and how your business can assist in those scenarios.
4. **Common Myths and Misconceptions About Your Service, Debunked**: This content piece allows you to dispel industry misconceptions and myths that might deter potential customers. You have the opportunity to clarify common misunderstandings and present the facts, further establishing your credibility and authority.
5. **Success Stories**: Showcase real-life experiences with your services where your customers have benefited significantly. Video testimonials, in particular, are compelling tools for building trust and showing prospective customers the value you bring to the table.
Remember, the goal of these content types is to provide ongoing value to your prospects, steadily building a relationship over time. Use these tactics to keep your prospects engaged, informed, and, most importantly, eager to move forward when they’re ready. Happy nurturing!