Your efforts in digital marketing on behalf of your clients results in a number of leads generated. But before you can pat yourself on the back for a job well done, these leads have to be nurtured and converted into actual sales. When it comes to lead nurturing and how to approach it, there are strategies that will strengthen your approach and then there are those mistakes that will derail all your hard won efforts.
Below we take a look at 3 of the most common mistakes that can be devastating to successful lead nurturing on behalf of your clients.
Mistake #1 – Thinking good content is enough
The effectiveness of content marketing strategies is undisputed. This can clearly be seen in the fact that more and more marketers in North America are jumping on the bandwagon to provide actionable solutions to prospects through well-thought-out quality content. The B2B Benchmark Report published by The Content Marketing Institute has found that in 2015 70% of digital marketers have offered more content than they did the previous year. Merely ‘good enough’ content won’t survive the tsunami that the content marketing world has become. You need to stay ahead of the deluge of content out there by ensuring that the content you provide on your clients’ behalf ticks all the right boxes and not just a few.
Mistake #2 – Ignoring follow-ups
Seems obvious, doesn’t it? You’d be surprised. There are plenty of marketers out there who are guilty of not responding to leads in good time. Research conducted by Forbes indicates that the average length of time it took for companies to respond to leads was 46 hours and 53 minutes. Not responding timeously to leads will just drive your clients’ prospects into the open arms of the awaiting competition.
Mistake #3 – Using a cookie cutter approach to nurture leads
The most effective lead nurturing strategies that result in high conversion rates are those that speak to the different stages of where the prospects are in the sales funnel. This requires the extra effort of having to match personas to targeted content. Not all of your client’s prospects will be at the same stage in the sales funnel and the last thing you would want to do is to annoy prospects with content that is not relevant to where they are in the buyer’s journey.
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