Most of the time, you do this through email. But lead nurture marketing also includes content and analytics to make sure you’re getting as many customers as possible.
These are some of the most effective ways that B2B companies turn their leads into paying customers online. Keep reading to learn more, and give us a call at 888-601-5359!
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1. Create content for every stage of the sales funnel
Because you’ll be appealing to leads in every part of your sales funnel, it’s important that you create content for the top, middle, and bottom of the funnel.
Top-of-funnel (TOFU) content is great for introducing people to your company, new concepts, industry jargon, and current events. It commonly includes blogs or graphics that catch people’s attention and introduces them to your brand. These are also the pages where you can ask visitors for their email addresses to turn them into leads.
Next, there’s middle-of-funnel (MOFU) content that explains more about who you are, what you do, and why it’s helpful. That can range from article pages that you create to additional downloads or other resources that improve someone’s knowledge of your industry. The key is to use this content to get leads back to your site so that they re-engage with your business.
Last, there’s bottom-of-funnel (BOFU) content that convinces leads to take the final steps and convert. This content includes contact forms, purchasing pages, contract details, and other information that’s essential to getting a new customer for your brand. When your leads finally take that last step, they become customers.
2. Develop an email strategy
It can take a long time to turn a B2B lead into a customer, but it’s important that you stick with a lead as long as you can to turn them into a customer.
You can do that by regularly contacting leads through the sales funnel until they finally convert. Often, B2B companies do this by asking your lead for their email address and following up with relevant information.
That information can include all of the content we discussed in the previous section, depending on where someone is in your sales funnel. If they’ve only just heard of you, start with TOFU content. But if they’ve been to your site multiple times and stayed on for an hour or two, send them BOFU content to get them to take the final step to becoming a customer.
3. Restate your value proposition
When you’re turning leads into customers, it’s important to remind them why they came to your site in the first place.
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One of the best ways to do that is by restating your value proposition. Tell your leads why your business is important and how you can help them. Remind them that you’re good at solving problems so that they can grow their company.
With a restated value proposition, you talk to your leads in language they understand since it directly pertains to their needs. Make sure they know why you’re valuable, and once they remember, you can encourage them to become new clients.
4. Separate yourself from the competition
Regardless of your industry, it’s safe to say that you have tight competition.
That competition might come from local businesses, international conglomerates, or any number of other companies throughout the world. But the important takeaway is that you’re different from them.
When you communicate with your leads, tell them what makes you different from your competitors. Is your pricing the best in the industry? Did you fix a problem that no one else could fix?
Whatever your business did, make sure it’s clear to your leads that you did it and you’ll do it for them.
This is important for a number of reasons. First, like your value proposition, it reminds your leads why you’re a unique company and how you solve problems for your clients.
Second, it shows that you acknowledge your competition and their advantages, and you still think you can outdo them. That confidence is important — although you never want to sound cocky — especially when you have data and information to support your confidence.
Last, it shows your leads that you’re dedicated to helping them succeed. You know your competition and their flaws, and you’ve made sure that your company doesn’t have those same issues. With that, you help your clients the best way possible.
WebFX knows lead nurturing for B2B companies
At WebFX, we have a whole team of B2B marketers who know the ins and outs of lead nurturing. They’ve spent thousands of collective hours working on email marketing campaigns, sales funnel content, and other essentials to make sure our clients get the best results possible for their marketing investment. We’ve helped lots of B2B companies get new clients — we’ve even done it for ourselves — and now we want to do it for you!
Contact us today to create a B2B lead nurturing strategy for your business!