Don’t just email, nurture!

How to schedule posts and monitor conversations

Not everything in life can be rushed. Some things take time. Your sales pipeline’s one of them. A long-term commitment to communication is what’s required. You need to nurture your database; not just send a constant barrage of emails in the blind hope that, if you submit enough of them, some messages will be the right one, reaching the right audience at the right time.

The term ‘lead nurturing’ is a relatively new phrase in marketing circles. Done properly, it can increase conversion rates and speed up the sales cycle. Music to your ears?

Because us marketers love our acronyms, here we demonstrate how to implement a nurture programme using the iMAPS structure:-

  • i is for iteration and testing. Get started with your next piece of content by producing different variations on the same theme and apply varying test methodologies such as day of the week, time of day, subject line, pre-header text, header height, images, colour scheme, links, testimonials… the list goes on! Track what works, what doesn’t and keep going onwards.
  • M is for marketing and sales alignment. As anyone with a marketing or sales role will know, the two departments go hand in hand. Invite your clerks into a meeting to agree the purposes and definitions of the stages of your sales process. With proper collaboration, you can establish a jointly defined lead nurturing plan.
  • A is for accelerators. These are, effectively, factors which strongly influence success. Listen, monitor and learn accordingly.
  • P is for personalised content. Despite all the major advances to marketing technology and overhauls in marketing theory, content is still king. Where possible, personalise for your audience as this is more likely to touch a chord. You may wish to consider a content calendar for this purpose.
  • S is for segmentation and scoring. Apply all the usual segmentation criteria such as geography, area specialism, role, vertical markets, sales cycle stage etc to set up your target group. Measure which are most receptive to your messages with some nifty analytics.

Our closing comment is this: nurture beyond just email because you can’t communicate with someone who’s unsubscribed. Multi-channel nurturing is the best approach.

Please follow and like us:

Achieve your 2016 content marketing resolutions

Achieve your 2016 content marketing resolutions

As April draws to a close, how many of your New Year’s resolutions have already fallen by the wayside? Expensive gym membership wasted? Healthy eating plan abandoned? Not forgetting your professional resolutions…

If you’re a marketer, your promises may (indeed, should!) involve content marketing. After all, without good content, your marketing plan will come to a standstill. You can’t be in front of every customer and every prospect representing your chambers face-to-face, so you have to rely on content to carry the torch for you.

By generating better and more regular content, you can engage your target audience in your brand. But it doesn’t necessarily have to mean more work for your already-busy clerks’ room. Here are some pointers to ease your workload and help you stick to your resolutions:-

Make content personal
Content overload can render your audience blind to your message. The trick isn’t making more content, it’s making smarter content by delivering personalised, hyper-relevant messages to the right people, at the right time, in the right place.

Get the most mileage out of your content
Take the concept of “waste not, want not” to another level. One way to ensure you get the most out of your expertly written content is to repurpose it in as many ways as practicably possible. For example, turn your research into infographics, white paper or another valuable resource.

Encourage sharing to make content matter
According to figures, only 10-20% of your readers will make it to the end of your content piece. To tackle the issue, simply put the best information right up top and make sure you’ve installed social sharing buttons (if it’s a digital resource) to reach a wider audience, even if your readers don’t read every word religiously.

Plan, write and edit
For the actual copywriting process itself, divide your time into three stages. First, plot your ideas. Second, write the first draft. Third, edit meticulously. Allocate sufficient time (and concentration!) to do the task justice.

Please follow and like us: