A commonly accepted definition of ” lead ” is: user who has shown interest in a certain product, service or brand. The most typical way to get the data from these leads is by promoting interesting or educational content that attracts potential buyers. Thus, companies that want to generate leads , promote a whitepaper by themselves or through third parties, with the aim that whoever wants to access said information, leaves their contact information. Although a priori lead generation may seem like a very powerful marketing and sales tool, there is a problem that tends to play against campaigns of this type: the definition of erroneous expectations around these leads. It is quite typical to think that the person who has left us their information to get one of our content, is very interested in our product and little less that he is already preparing his signature to put it on one of our orders. And nothing is further from reality, since that user may require more information for very different reasons: for training purposes, for possible future interest or for simple curiosity.
For this reason, lead generation campaigns that lead directly to a telemarketing call aimed at selling or making an appointment, always obtain poor results . It is a very simple problem: we have been extremely impatient . It is as if the owner of a traditional store assaulted with an order form anyone looking at his window. Does this sound crazy to us? So why do we usually expect so much from a lead generation campaign, when it’s just people looking at our “showcase”? Lead Nurturing as a philosophy of relationship with potential The solution that gives us the necessary dose of patience to achieve a less aggressive relationship with the generated leads is the Ivory Coast WhatsApp Number List cultivation of leads or lead nurturing . The lead nurturing is to manage medium to long – term relationship with users that have shown any interest in our products, but above all, is to automateThis process. That is, we want to ensure that the interest of a group of potential clients increases over time until they decide on our solution, but achieving this by treating lead by lead can be very expensive (especially if we work with large campaigns ).
For this reason, we will use tools that help us proceed in a simple and much more logical way, without having to work one by one on each lead. Value content is the key To ensure that the interest of the leads increases gradually, we will have to generate attractive content for users, and share it with them in a reasonable way. These contents must therefore be easy to consume and valued by customers.. It is always best to first analyze our target audience for a certain product and determine what issues they care about and how we can help them. From this analysis we will obtain a series of possible themes that we can use in different contents. For example, if Ivory Coast WhatsApp Number List our product were a management software, we would have to analyze in depth the person in charge of IT purchases of the type of company that interests us, which will typically be the IT manager. And what is it that concerns a CIO in relation to management software? Well, it is not that I am a specialist in this field, but I can imagine that among others, your concerns will be the reliability of the product, its capabilities, integration with your current systems, and of course, the price. That is when it comes to management software, but if we open the range a little more, we discover that the most generic concerns of an IT manager are usually: that the company’s IT resources do not become obsolete, that investments are profitable, that there are as few failures as possible? On all these topics, surely you can create a lot of content, you just have to have the will and time to do it.
But the most important thing, as I was saying, is that the content is of value to the user. A very typical mistake when generating content is believing yourself “the navel of the world”, that is, talking only about how beautiful and fantastic we are and how wonderful our product is. Can anyone think that a potential client is interested in that? No, it is clear that this type of content is destined to always end up in the trash or in the spam tray of the email of our leads. Therefore, the fundamental thing is to discover what concerns our target and develop material that helps them in their day to day, always talking as little as possible about ourselves. A content for every moment It is also important to create different content for the different states a lead is in over time. We said before that we would have to be patient and develop our relationship with leads in the medium-long term, and in this process, potentials will go through different steps: “I’m curious”, “there may be some interest in a future “,” we are beginning to assess something like this “,” we are thinking about doing it “,” we are going to do it “,” we are evaluating options “,” I am going to decide shortly “? To cover all these stages adequately and always position ourselves as leaders for our leads, the ideal is to develop different content for each of these stages.. And the logical thing is to go from less to more in terms of the messages that we want to reach them:
first we will talk about their concerns in a more generic way, then about their specific problems related to our product, later we will begin to offer typical solutions to the themselves, and in the following phases we will focus more and more on the benefits that the purchase of our product will bring them. The next question that usually arises is which content format is the most appropriate to communicate a message: a whitepaper or success story in pdf, a video, an infographic … And the answer is simple: everyone can collaborate in their fair measure if we use them with common sense. The video, if it does not last more than a minute and communicates efficiently, can be a very powerful weapon, but we should not abuse it because in the end, it always tires. A pdf whitepaper is perfect to show a problem and a solution to it, but the length should never exceed 4 pages to be really effective. And for a successful case, with two pages we are left over to show what our client has achieved with our product. Anyway, length is an important factor for each type of format, but what is really decisive is knowing how to combine these formats, and above all, never exhaust our leads.