In my previous post I presented a strategy to drive traffic to a companies web presence using a combination of original and curated content. So now that you have the traffic what do you do next? Well, that depends on your business. Good news is since you spent the time earlier getting to know your customer personas from a content perspective you can reuse this information to ensure that you’re providing the right content to the user at the right time.
Marketing assets can be thought of as anything that has value to the user. Typically these include white papers, data sheets, ebooks, price lists, etc. Since these have intrinsic value to the user there’s an expectation that the user will need to provide something in order to access this content. This is where the landing page comes into play. A landing page is simply a page on your website that users are directed to when they click on a button (call to action) or a link. The page consists of some basic copy and a web form that the user will submit to access the content. The landing page offers an opportunity for the company to begin the engagement process. Don’t overlook this step by simply expecting the user will fill out your form, this is often where your users will exit your site. Use this opportunity to present the value of your company and to assure the user that they’re identity will be protected (i.e. you’re not going to sell their email address). Depending on your business process this is also an opportunity to educate the user on what comes next (i.e. a specialist will contact you in 2-3 business days to….).
Lead Nurturing process Click to enlarge A critical step in creating your landing pages is what fields to put on your form. Think less is more here as you don’t want to ask too many questions, remember this is often the beginning of the engagement process with this user so only ask for what you need to get to the next step.
Now you’re cooking, using your engaging content – white papers, videos, ebooks to generate conversions. Now it’s time to get to work taking those content generated leads and nurturing them into qualified sales opportunities and customers. There are a number of excellent Customer Relationship Management (CRM) platforms available from salesforce.com, Zoho CRM, Method etc. and marketing automation platforms from Hubspot, Pardot, Marketo, etc. each provides an interface to gather the incoming leads from your landing pages. These platforms as well as the email marketing platforms like Mail Chimp and Constant Contact offer lead nurturing options that allow an organization to map out their nurturing workflow.
As you can see from the diagram above it’s important that you leverage the right content at the right stage in the workflow to provide the user what they need to move towards the desired conclusion. Throughout the workflow you’ll also have the opportunity to collect additional information from the user to aid in the nurturing process. This example is very simplistic and not all nurturing workflows are linear but by taking the time to map out your customer personas and your nurturing workflows you’ll be well equipped to turn your web properties into lead generation engines.