I was recently having lunch with a friend, a salesperson for a small technology firm, when he mentioned he was having trouble getting warm leads to bite and become hot leads. I began asking him questions about his communication channels, his tone, and content and before we knew it, we had identified three big take-aways for improving his outreach. I looked at the list and realized they were all strategies for good content marketing and something many sales and marketing professionals would value.
The key to a good content marketing strategy is to provide content for leads no matter where they are in their purchase journey. But that means creating a good program to nurture those leads that are not yet ready to buy to help them through their journey and towards your product or service. While the specifics of an effective lead nurturing program will be different for every business, these are three fail-proof ways to nurture every lead until they are ready to buy.
This time of year, I really put that Audible subscription to work. The Christmas rush is over and everyone is out on holiday. I read a lot, so while I search for my next favorite marketing books, check out my list of six books for marketers to read now.
1. Ogilvy On Advertising
I’ve written a few times about why I read Ogilvy on Advertising every year. And this year is no different. Every time I read it, I get something new from it. I like the evidence-based, approach Ogilvy had to his advertising and messaging. And because humans think the same way now as they did then, many of the lessons are still relevant.
Sometimes it’s difficult to understand how all the possible content should fit together. So I’ve put together a quick framework I use when developing my content.
1. Content to Inspire
Show your audience how much better their lives could be if they solved the problem your products or services solve. Videos are a great way to do this. Make it entertaining, not salesy, to draw prospects further into your funnel.