The challenge today is not in generating leads, but truly connecting with them. That's why lead nurturing matters. This is why I found this post by my friend Ardath Albee titled, "Strategy Beyond the Send" helpful. Ardath's post gives some useful ideas on how we can better connect by thinking, "like your prospects do when they set out to solve a problem. One step leads to another...and another..." I agree.
Here's a summary of the process that Ardath uses that can help you start planning a progressive nurturing approach:
- Think about one problem your products solve that's key to your prospects.
- Define that problem from your customer's perspective.
- List the questions they'll have and what they need to know in order to make a decision. (If you can address this to segments, all the better.)
- Review your options for content that addresses these concerns.
- Rate the Q&A for priority (take a stab and refine as you go)
- Create an editorial calendar based on the priority list you just created.
Also, for those who own a copy of my book be sure to check out the "buying process map" (table 5-1) in Chapter 5 or you can search my book for free via Google Books.
Related posts:
5 Lead Nurturing Time Factors to Fine Tune Your Message
Content ideas for lead nurturing and tactics to use
Lead Nurturing - Ripening the Right Bananas
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