Creating content for Lead Nurturing is completely different challenge to classic content preparation for sales and marketing. Marketing Automation allows to implement automatic, personalized and custom-made educational programs. In fact, it’s the content that decides about their effectiveness and possible higher revenue. So how to select, prepare and create content, which will educate potential client and lead him up to a purchase?
Marketing Automation implementation lets companies and marketers stop for a while, listen and take notice of what potential and current clients have to say. Thanks to identification and monitoring of persons behavior, they receive specific information about clients’ needs, directly from their activity observation. It gives true and authentic impression and points out how to communicate with potential clients, regarding time, manner and subject of it.
It’s the ability to listen to their potential and current clients that makes up peoples’ success in business. As a big fan of Metallica and its kind of music, I noticed one common feature the best bands share. It’s the ability to immediately react to fans behavior during concerts and accommodate to their needs, desires and expectations. After all, fans are some kind of clientele for musicians. Metallica have gone even further complying the show with their devoted fans. Organizing “Metallica by Request” tour, they could accidentally show entrepreneurs how to focus on customers needs. Each and every person that purchased a ticked for the show, could vote to choose the songs they wanted to hear during the concert. Out of thousands of fans’ votes, an outstanding and complete playlist was created. The concert was spectacular and turned out a great success. What’s important, in each city on Metallica tour, the concert was different and always tailored to the local audience. Did they need analysts, advising body, market research and consulting services to do that? No! It was enough to ask fans (clients) and give them what they wanted. A very simple but successful philosophy.
In the case of the Internet shop or WWW pages in general, it’s really hard to ask directly but Marketing Automation gives us a solution: by monitoring users behavior, it listens to their needs. Listening to clients in their purchase journey, we will precisely learn what they look for, what information they need and when they are ready for a talk with the sales department. That is why Lead Nurturing was conceived. An educational program, basing on what potential clients need at various stage of their purchase process, provides them with knowledge, educates them and leads them up to purchase readiness. Successful communication in subjects relevant for receivers, makes consumers bind stronger to the brand, trust it more and they are more eager to purchase. Why not trust someone, who takes notice of my needs and tries to be helpful?
Another thing one needs to pay attention to is the fact that consumers wish knowledge, rather then assurance, facts and not promises. That’s why the basic rule of Lead Nurturing is ‘DO NOT SELL!’. Education is much more successful than sales during whole client’s purchase process. Typical sales activities should be activated as late as last 30-20% of client’s decision making process.
Marketing Automation systems were designed ‘to listen to’ potential clients and deliver them what they need, when they need and in the form they prefer. We only need to state general rules of communication and create content base for its needs. Then, just analyze and optimize. As once Thomas Edison said: “We have but two ears and one mouth so that we may listen twice as much as we speak”.
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