If you're trying to understand how lead nurturing works, read this scenario about a prospect named Bob.
Let's pretend that you've done a great job with your inbound marketing efforts. You've driven tons of qualified traffic to your website. One of these great prospects is named Bob.
Bob is like many of your prospects when he arrives at your web site. He
is in the information gathering stage of his purchase decision. He’s not yet ready to select one company over another but he’s comparing several companies and trying to find the solution that suits him best. Your web site is doing its job and saying the right things, making it easy for Bob to find the information he needs. Bob is beginning to think your company might be a good choice for him, but he’s just not ready to commit. And besides, the phone is ringing and he has a meeting in 15 minutes that he doesn't want to be late for.
This is where Lead Generation and Nurturing becomes a critical element of your online marketing process. Because Bob can get distracted and leave your site, or move onto another site and never come back.
Thankfully, you have lead generation and lead nurturing tools built into your site. You offer Bob something he might find helpful. Maybe it’s a white paper or guide or some helpful tips he can download from your site. Remember, Bob is gathering information to make a decision. So, you’re going to give him some valuable information that he might be looking for. In exchange for this content, Bob fills out a form with his email address and maybe some other information about himself like his name or what business he’s in.
Bob downloads the guide and goes on his merry way working and dealing with all the tasks in his schedule. But you are using lead nurturing tools so Bob gets an email in his inbox thanking him for downloading your guide and offering him another great piece of content. The next day, another email shows up in Bob’s inbox with a link to the content he requested in case he didn’t have time to read it the day before. And a few days later, another email arrives with a third offer that is directly related to the content that Bob has shown an interest in before.
These offers are constructed to move Bob down a sales funnel from his information gathering stage to the point where he's ready to speak to you directly.So as Bob gets closer to being ready to make a decision, the information he's getting from you is hitting home.
Because you provide a service, speaking to a prospect directly is an important part of your sales process and how you always close the deal. The offer at the bottom of the sales cycle might be a free trial or demo or a free consultation or estimate.
You now have that phone call scheduled with Bob and all you need now is to do your magic and close that deal. While your competition waited by the phone, you captured critical lead information, nurtured that lead and improved your bottom line. It's a good day!
Want to see our infographic with content offers for each stage of the buying cycle? Click here to find it on our Pinterest page.