Ok, so your marketing team have set up an inbound marketing strategy, and you’re now waiting for the fish to bite. You don’t have to sit around and do nothing!
Here are some shortcuts you can use to help you leverage on the content your marketing team has already produced and get a head start. You’ll also be able to see any potential business opportunities that you might not have noticed before.
1. Exploit existing lead nurturing campaigns
This is the easiest to do. Ask your marketing team how visitors who convert on ebooks or webinars get nurtured.
With the information, you can achieve two things: You’ll know the timing of the campaign and their follow-up calls-to-action. Then, you can track how your contacts respond. When one of your prospects bites on a follow-up CTA, you can give them a call. If some of your active prospects have already opted in for your company’s content, add them to that lead nurturing campaign.
2. Create your own nurturing campaign
About 74% of buyers research their interests online before contacting salespeople. This is a great business opportunity for you! Your prospects will already be aware of what they want, and you’ve got the quality content that they are looking for. You can provide value to your prospects by sending them informative pieces of content. How do you create your own nurturing campaign? Prepare an outreach sequence that provides answers to your prospects’ most common questions.It doesn’t have to be long at all - just a short series of notes and comments, and a helpful link.
3. Curate content for your target accounts
Your prospects probably receive a lot of emails daily so you have to stand out. Pick out the week’s most interesting events, throw in some juicy excerpts from your company’s blog, and add interesting posts from relevant sites. Top it off with a more loosely-related news item, and you’ve made a unique newsletter! Send out the newsletter to your mailing list, and make sure the updates are consistent. It your prospects’ eyes, you are an expert in the field, and they are more likely to come to you.
4. Add a valuable piece of content to your email signature
Yes, even the email signature can be used to attract prospects. Got any events coming up? Put a little shoutout in the signature line. While the conversion rates might not be as high, this is still an opportunity that shouldn’t be missed.
5. Organise case studies that work best for you
This step is oriented to the middle-of-sales process. Your prospects are risk-averse. They want to be assured that they aren’t taking any risks before anyone else. If they see the solution you are pitching has had success, they’ll feel more comfortable. If your company doesn’t have testimonials or case studiesat the ready, you should at least be intimately familiar with which customers have seen what success. Just one or two powerful success stories will do.
6. Create your own customer advocacy process
You don’t have to leave customer advocacy to the marketing or customer service teams. You can curate your own referencesto use in your next deal. It’s common knowledge to maintain relationships with customers long after the deal has been closed. Tap into this as a referral source, and use it to create personalised reference materials.
7. Publish your own content
If you can’t publish your own blog, use LinkedIn or Medium. Your prospects are likely to check out your profile, so have some material ready for them. Write some stories from your sales experiences using this formula: the status quo of a prospect, the conflict they faced, and the solution you provided.Keep it short and sweet.
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