Studies show that businesses that invest in lead nurturing can generate more sales ready leads at less cost than businesses who do not invest in lead nurturing. There are several factors that contribute to the success of your lead nurturing campaign and whether they are properly addressed determines the success of your business’ campaign.
FACTORS THAT CONTROL LEAD NURTURING EFFECTIVENESS
- Content Marketing – Many businesses simply do not create enough relevant content to keep the lead interested at every point in the sales funnel
- Personalization – A business must custom tailor the content it creates to the targets they are attempting to reach. In other words, you should not be going after senior level management of a company unless the content is created to meet their needs. Meaning, that you must know their demographic information, level of seniority, goals, and where they go to receive their information.
- Sales Funnel Evaluation – A business must know where the lead is in the sales funnel. Is the lead looking for introductory information? Is the lead trying to evaluate your skills or abilities? Is the lead looking for a trial or consultation? Matching the content to each lead’s location in the sales process will increase the strength of the connection between your business and the lead.
Lead nurturing is not an easy task to undertake and many businesses do not because of the time and cost associated with effectively managing leads. However, the businesses who cater to their leads see a greater conversion rate because the lead is more easily convinced of your product or service.
Is your business struggling to convert leads into sales? Does your business lack the manpower to tailor your content to the sales funnel? Talk with JASE today and let us help you get on the right path to success. As always, please feel free to share this article with friends.
image credit: bartt on flickr