Awareness: Content that drives people to your site, and lets them know you exist. Evaluation: Leads that have subscribed to your blog or email list. They might be aware your product or service could fulfill their need, they might be determining whether you are a good fit. Or, they just like your content and are not interested in your product, yet. Purchase: Leads that have become customers, and have the potential to become customers again Most content created, and most that is talked about on social media blogs, is focused on the awareness portion, those at the top of the sales funnel. To make your content work, you need to put just as much focus into developing content for those deeper in the funnel. First step:
Find holes by mapping customer journeyThere could be many different ways your leads become customers. As you map it out, however, you’ll find similar patterns and the ideal ways a visitor moves along that path. Here’s a hypothetical situation from a visitor who first comes to your site through your blog:
- Visitor lands on a company blog post and downloads a free eBook >>> Clicks through to site from eBook campaign offer and navigates to Product/Service pages >>> Clicks on a case study, loves it >>> Clicks on a call to action for a free trial of your service >>> After the free trial, receives another nurture email with a coupon, and then becomes a customer.
7 Content marketing ideas for mid-funnel LeadsThe first thing to remember is to continue to give these leads value — content that’s as closely related to what caused them to give you their email in the first place. At the same time, offer something that conveys your expertise, instills trust in you, that helps them in their specific problem. Leads that are still in the nurturing stage typically need more information before they’re ready to convert. The best lead nurturing will come from two things: your thought leadership, which will build trust in you and what you’re selling, and free resources.
1. Free-Tips Email ContentThe first type of content you should have? An email or newsletter that is aimed at truly solving customers problems with free education, tips and resources. This could include a newsletter that includes your blog posts, other relevant third-party content, and perhaps a case study, or a feature of your product. A good nurturing email will have significantly better open rates than typical email blasts:
- 50% of leads are qualified but not ready to buy
- Lead nurturing emails get 4-10 times the response rate of standalone email blasts
- 25-50% of sales go to the vendor that responds first.
Sources: Gleanster Research, SilverPop/DemandGen Report & InsideSales.com
2. Some Promotional Email ContentIf someone gives you their email, they expect to be sold to. Resist the temptation to do it often. First, delight them by giving them even more valuable and resourceful free content. If you’re going to go promotional, try to keep it as educational or as helpful as possible. A couple weeks ago, I received the best marketing email I’ve ever had. I started following his Facebook page and ended up signing up for his newsletter to get more fitness tips. The email was just one simple sentence:
Hi Dan, are you interested in building 10-20 lb’s of muscle? AlexI responded, “Yes.” In a couple minutes I received an email with a pitch to an exercise program. One email solved a couple problems: He was able to answer whether I was a qualified lead, and I knew whether or not he was there to solve my problem. At the same time, I felt like he connected with me. This went from a social follower to having him talk to me personally on email. It’s the kind of connection you want with your customers.