In our previous two installments of this series, we discussed setting a strategy for nurture campaign success and walked through how best to begin rolling out these campaigns for your content conversion.
So, how can you take what you've already done and learned, and further sophisticate your marketing automation efforts? Previously, we've discussed how to help progress first-time visitors or downloaders of your content through to a point where they are qualified and ready to speak to a sales person. But what about the people with whom you are already engaged? Nurture campaigns can be a great way to help keep the prospect engaged, showcase services and offerings they may not have originally come to you looking for, and differentiate your company from others they may be vetting.
Nurturing Sales Pursuits
This particular tactic for marketing is generally deployed at companies in the B2B space that may have a long sales cycle or a multitude of different service or product offerings. It is also useful for prospects that come to you early in their journey toward a new solution or service. The idea behind this tactic is to remain in the forefront of the prospects mind, and help solidify your company as the right choice for their needs. The actual application of this tactic is a tricky one, as you want to provide new and valuable information along the way to the prospect, without bombarding them so as to seem overzealous. This fine line is the reason it works best for companies with longer sales cycles and a bevy of solution or product offerings.
Types of Content to Use
In using nurture campaigns to help your sales pursuits, you have many different options on the type of content to send. Some examples are:
• Thought leadership blogs
• Case studies
• How-to videos
• Customer testimonials
In order to maximize effectiveness, you should be sending content that is first focused on the area of service or product offering the prospect is interested in. In addition, also send information on tangential services or offerings they may not know you provide, as a means to differentiate. For example, if you’re a B2B HR company and your prospect is looking for training services, providing them further information on your training services as well as recruitment solutions that you offer, could differentiate you.
As we mentioned before, the effectiveness of your nurture campaigns, for engaged prospects or first-time converters, is something you'll find takes trial and error. As long as you are testing, learning, and adjusting along the way, you're giving yourself the best opportunity for success.
If you want to learn more about nurture campaign and marketing automation strategy, contact Americaneagle.com today and speak with one of our Digital Strategists!