Nurture Leads with Content Marketing- From Cold to Warm Prospects

Nurture Leads with Content Marketing: From Cold to Warm Prospects

Finding it expensive to close sales from leads? This is for you!

There’s this podcast episode that I love so much. So far I already listened to it 5x! It’s Pat Flynn featuring LeadPages’ Clay Collins.

As one of the folks with the most amount of data on this subject, LeadPages’ founder correctly observed how entrepreneurs underestimate sales and overestimate awareness.

After attracting traffic and generating a signup… your job is far from complete!

You need to manage the leads you generate. You need to nurture them.

Sometimes, it’s easier. When a lead is referred by a happy customer, your likelihood of closing the sale skyrockets.

According to Texas Tech University:

83% of satisfied customers are willing to refer a product or service but only 29% actually do refer.

Now, while it’s great to get a referral, you don’t always get it.

We want warm leads, but we don’t always have the luxury of getting a friend to make an introduction.

Do you just give up on nurturing leads outside your network?

There’s a great reason why content marketing is super hot these days.

As we shared before, content marketing is about producing pieces of content that tell stories, enabling the audience to move forward.

Note that it’s not just blogging. It’s a lot more than that.

Content marketing is about sharing the right story at the right time.

You’re storytelling about your product so your prospect will take the next action in the process.

Take note that content isn’t just for awareness! Content marketing is equally useful for sales and nurturing leads.

In a hurry now? Scroll down to the 3-point infographic below! Use the tips and take action.

NURTURE B2B LEADS BY DEMONSTRATING ROI

B2B leads are motivated by ROI and career growth.

As we mentioned in our complete guide to B2B lead generation

Whether your buyer is a founder, marketer, or engineer, it’s about how your products will support their careers and the company’s revenue.

Now, your marketing doesn’t end with awareness. It doesn’t end with just an email opt-in.

After you demonstrate ROI for your leads, you also have to earn ROI out of your relationship with them. You need to manage your leads… long after the first contact.

All your marketing campaign efforts will be pointless if:

  • You don’t convert leads into paying customers.
  • If you don’t convert those leads into sales because of lack of management.

THE BUYER’S JOURNEY

As the legendary Pirate Metrics indicates, your audience flows through a journey:

  • Acquisition
  • Activation
  • Retention
  • Revenue
  • Referral

After acquiring traffic, it doesn’t end there.

It doesn’t even end when they’re activated… or when they get retained!

As any good business wishes, it doesn’t even end with the purchase.

You want to keep your customers coming back and advocating for you. You want a constant flow of referrals and recurring transactions to happen.

What’s the thing that re-engages your existing audience?

It’s called nurturing.

You should actively nurture leads who have expressed interest, so your leads turn into customers… so your customers turn into advocates.

WHO IN THE JOURNEY SHOULD BE NURTURED?

I love how Ryan Deiss of DigitalMarketer talks about his relationship with his wife, in his book Invisible Selling Machine.

Even with a long relationship and having children together, he still has to go out for date night.

Just because you invested in a relationship before doesn’t mean your job is done and it’s time to have other people keep repaying you with their gratitude.

No, that’s not the case!

You have to keep relationships hot, no matter what stage they’re in.

Ryan Deiss still asks past customers to opt-in with their email address, allowing them to renew their indication of interest.

It’s like how you have to meet up with your childhood best friend whenever you’re in town if you want to stay best friends.

You want your most loyal customer to enjoy your latest webinar about a new offering. You want the 3-time referrer to enjoy a blog post that will inspire them to refer another friend.

YOUR TRAFFIC HAS 3 KINDS OF TEMPERATURES

The person goes from being a lead to prospect to opportunity.

Your traffic has 3 kinds of temperatures, inspired by DigitalMarketer:

COLD TRAFFIC:

These are new people who have not heard from you yet. The cold traffic stage is where you start introducing your brand to your target market, offer them something of value and validate your authority upon them.

WARM TRAFFIC:

The people who have already shown interest are the warm traffic. They can be those that have signed up for your offer, followers on your social sites and those that have visited your site. On this stage, you have to make your move.

HOT TRAFFIC:

People who have already bought from you. They already know you and might be willing to do business with you again.

Somewhere along the line, your warm traffic will grow cold. You don’t want that to happen.

This is why you need to have different types of contents in order to nurture those leads in different temperatures.

Also, note that traffic can get cold if you don’t show up soon enough!

 

NURTURE LEADS WITH CONTENT MARKETING

Your job is to share the right content at the right time.

Is your prospect a qualified buyer… but unfamiliar with the solution? Educate them with the most basic information about the product category.

Are you convincing a lead to buy your service instead of a leading brand’s? Share with them a video walkthrough of how your product compares!

When you have people who have elected to hear from you, share with them message that allows them to take just one step forward each time.

For example, you can use different kinds of videos to nurture leads:

TRAFFIC TEMPERATURES

Let’s look at examples of different content types that can warm up your audience.

Welcome cold traffic with:

  • Blog Posts
  • Viral videos
  • Highly-shareable social media posts

Nurture warm traffic with:

  • Product Demo
  • Quiz/surveys
  • White Papers

Nurture hot traffic with:

  • Live events
  • Webinars

While there’s no absolute rule on the type of content, the idea is to ask for just the right amount of commitment that a lead can give you.

For example, it’s unlikely to expect a very cold lead to free up their schedule to attend your webinar.

SCALE VS PERSONALIZED CONTENT

SCALE

Face to face meeting closes deals fast but you can’t always do that. Your scalable alternative to meeting up or doing phone calls would be sending 1:1 emails.

Create a pitch for your target audience. Don’t forget to document to see what works and what doesn’t.

PERSONALIZED

Write customized stories that prove your product works. Mention your relevant success stories. Customize your email campaign. Message people directly. Just focus your content on writing for an actual person, not a bot or a software.

Your lead nurturing will not grow cold as long as you write great content, email, and messages that are customized for your prospects.

COMBINING SCALE AND PERSONALIZATION

Turning conversations in publicly accessible posts like FAQs. Not only are they great sources of content, they also have that personal built-in touch on them.

People are likely to ask the same questions or inquire about similar topics. You’re making it easy for them to not ask the same things over and over by having it there for everyone to see.

You can also do remarketing for frequent touches. Use paid advertising. To be specific, you can use remarketing techniques to show promotions only to those who have already found you.

FREQUENT TOUCHES

It takes 6 to 7 touches to generate a viable sales lead. Leads are not yet sales-ready from the time they request for information to building awareness about your offer.

Entertain and educate your prospects as they go through the buying journey. Use your resources to qualify leads that can be converted to buyers.

Your touch points are what will prepare the leads when they get into the decision-making stage. The more you provide them with valuable information, the more the more likely they are to become paying customers.

In this case: how do you keep showing up?

Let’s answer that…

REMARKETING

Remarketing is marketing to the same audience multiple times.

The concept is simple. Even if the prospect doesn’t buy the first time, they are likely to buy from you especially if they see ads or content about you very often.

Let’s discuss today’s most popular remarketing tools:

FACEBOOK PIXEL

Facebook Pixel is an analytics tool that can help you measure the effectiveness of your advertising. This is done by understanding what people do on your site.

With Facebook Pixel:

  • You can identify and remarket to Facebook who already visited your website.
  • You are assured that your ads are being shown to your target prospect who are most likely to convert.
ADWORDS RETARGETING

Adwords retargeting is a campaign that serves ads to users after they visited your site.

Using Adwords retargeting:

  • You will be able to see and increase the number of visitors that return later and eventually convert.
  • Using relevant ads, you can also reconnect with the same site visitors after they leave.

With such remarketing/retargeting tools, your content is boosted to show up.

As an alternative and addition to follow-ups via email and social media feeds, banner ads can promote your entertaining and educational content.

For example, your prospects who have been watching your videos and visiting your product’s page will find your relevant blog posts through banner ads.

SOCIAL MEDIA AND EMAIL MARKETING

After mentioning remarking, we can’t forget the organic ways to reach and nurture your leads.

The very nature that your audience would be qualified as leads is they opted in.

For the most part, in typical inbound marketing fashion, that would be in the form of sharing their email address.

While there’s a somewhat blurred difference between opting in with your email address and following on social media, the spirit remains the same.

They all elected to hear from you.

What do you do with that access to their attention then?

After their vote of confidence with a Follow, Like, or opt in; you want to keep the relationship alive with a constant flow of content.

Use these channels to reach the right audience. With these tools, there’s a bunch of ways to group your audience based on temperature.

In email marketing, you can use different forms of segmentation. You can tag subscribers as buyers or based on the category of content they opted in for.

For example, your leads who signed up for web design information should be tagged differently versus leads who signed up for web development content.

The same principles apply to social media. Even without using advertising, your audience is somehow grouped based on where they follow your content. That can be specific Facebook Groups, different Twitter accounts, and so on.

In short: you just want to keep reaching your following with your latest blog posts, videos, slides, and podcast using email and social media.

Time for action! 

Here are 3 tips for you to take home:

OVER TO YOU

Can’t do face to face meetings? No problem. Nurture leads with content marketing, especially those leads that you already have.

Treat your leads like you do your lasagna. You want it hot!

Keep it that way by nurturing them before, during and even after their buying journey.

Ready to re-engage your leads? Free: let’s audit your landing page!