Okay, so you’re probably wondering what we mean by a “freak of nurture” right? Well, the truth is there won’t be any bearded ladies or elephant men involved. Sorry to get your hopes up and everything, but we’ve come up with something even better. Here are 3 killer steps you can use to become your very own Freak of Nurture!
Understand The Buying Cycle
To become a freak of nurture, you must first understand your prospects’ buying cycles. B2B sales cycles can involve many stages that drag out over several weeks or even months. The first step in becoming a nurturing expert is to respect the cycle and refrain from rushing the lead through the process.
Segment Your Leads
Okay so before you start using email marketing campaigns to send your pool of leads, you will need to evaluate and segment them to determine each prospect’s level of engagement. This is where marketing automation steps in to make life easier. An online lead management software like ActiveConversion automatically scores leads so that sales can quickly segment and prioritize them.
Educate Your Leads – by telling, not selling!
To keep your leads interested, you need to connect with them personally on a consistent basis. At this stage, your business should strive to earn the lead’s trust. The easiest way to achieve this is to send personalized emails that direct users to relevant information. If you really want to take things further, develop a content strategy for each stage of the buying cycle resembling something like this:
Customers unfamiliar with your services
Blogs, social media posts
E-books & whitepapers
Webinars & videos
Customers considering similar services
Case studies (customer testimonials)
Customers looking to purchase
Free trial & estimate
So there you have it! Your very own step-by-step guide to becoming a Freak of Nurture. Before you know it, people will start paying to see your incredible lead skills instead of the three-legged lady!
Caution: Now that you have read this highly informative post, you may develop excessive body hair and a tendency to howl at the moon. We hereby remove ourselves from all liability and suggest a heavy-duty razor to deal with this slight side effect…
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About Andrea Patterson
Andrea is a dedicated and creative professional with experience in Marketing, Business Development and Event Management. She focuses on the areas of marketing strategy, communications, online marketing, and customer experience.