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Tips for Creating Lead Nurturing Content

Relatively speaking, getting leads into your CRM is the easy part. Converting them into customers can be a different story entirely. According to MarketingSherpa, 79 percent of marketing leads never convert to sales, and lack of lead nurturing is the common cause for this poor performance.

Using ClickDimensions' campaign automation tool, you can easily create an automated lead nurturing campaign that sends a series of relevant and timely messages to your prospects over time. But what should you send in those messages?

Content isn't one size fits all, so the content you send should suit the individual receiving it and where he or she is in the buying cycle. Leads will fall into one of three phases within the buying cycle: awareness, research or decision.

In the awareness stage, customers are just realizing that they have a business need. They are unsure of which products or services will help them solve their problems. It is important in this phase to make prospects aware of your brand and stay top-of-mind so that when they decide to move forward with a purchase, your company is on their radar.

The research stage of the buying cycle is where people spend most of their time. This is the phase where consumers are shopping around. They are learning what is necessary to solve their problem and investigating potential solutions. Educational content is essential in this phase in order to move individuals to the next phase in the buying cycle.

In the third stage of the buying cycle, known as the evaluation stage, the rubber meets the road. Prospects have narrowed down their decision to a few options, and they are evaluating possible vendors. At this point, it is important to build credibility and trust with the customer and overcome any objections – why should they go with your company over the competition?

While these three phases vary in terms of the kinds of content that are appropriate for nurturing campaigns, the content that you create for leads in all of these phases should share a few common traits:

1. Creating value. Take a quality over quantity approach and create lead nurturing campaign automations that contain information that will be of value to your leads. Make sure that the content in every nurturing email is extremely relevant to the audience and speaks to their needs at that moment in time.

2. Boosting your brand. Leads are just getting to know your brand, so make sure that the impression you leave on them is a good one. The content you send in any lead nurturing campaign should increase brand awareness while also establishing your organization as a thought leader in your industry. This is your chance to establish that your company aims to be helpful to its customers and meet their needs in every interaction.

3. Building trust. Sending prospects high-quality, relevant content is a great way to build their trust and position your organization more as an advisor and less as one that is only out to make a sale. This trust is not only effective at moving leads through the buying cycle, it also builds the foundation for customer loyalty in the future.

Ready to learn more about automating campaigns for leads and customers alike? Take a look at our latest eBook, The Campaign Automation Playbook: Scoring Big with Customer and Lead Nurturing in Microsoft Dynamics CRM.

Happy Marketing!

About the Author:

Liz McBrayer is ClickDimensions' Senior Manager of Marketing Content.

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