This post is the 18th in a series of 21 aimed at providing marketing tips to SME’s across Devon and Cornwall.
Now you’re beginning to reap the benefits of the work you’ve put in. People are beginning to visit your site, subscribe to your blog and download your ebook. The fact that those visitors have been willing to exchange some contact details e.g. an email address, company name, job title etc. in exchange for content that they deem valuable means that there is a good chance that they may be prospective customers. But as we said earlier, not all of the people visiting your site will be in a position where they’re ready to buy. Your visitors will be at different stages of the buying cycle and your job now is to help them move along on their journey and improve your sales conversion rate. So it’s important that you find a way of engaging with those visitors to ensure they come back to visit your website.
A contact strategy via email marketing will allow you to provide additional information to educate those prospects, answer their questions and invite them to download new content relevant to their needs. The premise here is twofold:
- Provide enough compelling information over a period of time on how your product or service is right for their needs, that the contact with get in touch with you directly (when they are ready). Or
- Move your contact through a marketing process until they are at a stage where they can be contacted by the sales team.
To help ensure you’re sending the correct message to your audience through your email marketing process it’s important to segment your database so that you can be more specific in your messaging.
Note: handing over those contact detail too early to your sales teams will result in:
- A sales team who ignore the leads you pass to them (because at this stage they are only contacts)
- A contact being lost through being chased by a sales team when they are not ready to buy
- A despondent marketing team
- An MD/CFO who questions the results of your marketing efforts
One way to prevent this scenario is to introduce a priority listing (or lead score) as part of the nurturing process. This can be based on information shared by the prospect at the initial registration and additional information collected through subsequent engagement, reinforced by online behaviour which can indicate which stage of the buying cycle they may be at.
Introducing a lead nurturing and lead scoring process will result in an increase in sales ready leads, leading to an improved sales conversion ratio as your sales team will be engaging with prospects that already have a relationship with you and have expressed a strong interest in what you have to offer.
The guys over at Marketo have produced a document that explains the concept in more depth, you can download it here: The definitive guide to lead nurturing
At Rame Marketing we work with our clients on content driven strategies to help them to grow their business. If you’d like more information on how content marketing can help your business, read my FREE ebook: Content Marketing Fundamentals
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