Content

Part 1 – Without strategy it’s just ‘stuff’

Winning at something requires a game-plan, it doesn’t just happen. That’s a given. So it is with content – across all your touchpoints.

Do you know the different stages of the sales funnel and what type of content matches these different stages? We do.

Do you know how to use the Google analytics data and social media reports to decide on new content? We do.

Did you know everything hinges around someone email address?

It all starts with a strategy, and a plan of attack. From there, we can:

  • put together content calendars for you to implement, as well as doing the whole lot for you
  • create or modify content for you.

Part 2 – Who, where and when

So you’ve got a great content calendar – there’s technical information, brand information, inspiration, humour and more. All based on metrics that tell you what ‘your people’ engage with. Now what do you do with it?

Well, you need to be strategic here too.

In marketing parlance, it’s about ‘lead nurturing’.

Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need.

This means you connect in a planned and ongoing way with those who have connected with you, across multiple channels – email/social/website/calls/direct mail/advertising.

If you have database of existing and potential customers – you are sitting on a goldmine. If you don’t – you need a plan that collects every lead coming from all your channels TODAY! After that – you need to communicate, communicate, communicate. Why.

Here’s some interesting stats:

  • Only 25% of leads are legitimate and should advance to sales. (Source: Gleanster Research)
  • Research shows that 35-50% of sales go to the vendor that responds first. (Source: InsideSales.com)
  • Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group)
  • Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months.
  • Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research)
  • Personalised emails improve click-through rates by 14%, and conversion rates by 10%. (Source: Aberdeen Group)
  • Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (Source: DemandGen Report)

If this makes you feel overwhelmed – don’t be. We are here to help.

We can post your content, across your online channels, and make them work in unison.