Time to read: 3.5 minutes. Searching for lead nurturing examples and best practices? Look no further. Here are three lead nurturing examples and the best practice they share. Small businesses, multi-channel marketers and large corporate sellers. If they’re closing more, more often, they are practicing the same, basic success principle. This one. Now you can too.
Below, I’ll show you the common lead nurturing best practice joining:
First, let’s tap-into the best practice. Then we’ll see exactly how each business applies it to sell more. Ready? Here we go.
Most of us are creating compelling content—trying to earn attention of prospective buyers. We’re using blogs, videos, white papers and ebooks. But ultimately is your content creating leads, subscribers, referrals and sales?
Too often, we earn prospects’ attention, but fail to win consideration and selection of what we sell. Why?
Because we forget to structure content to produce controllable behavior. We have forgotten that engagement is the beginning of a lead nurturing journey with prospects, not the end goal. In many cases, marketers have forgotten and left sales hanging.
Content that creates leads and sales nurtures confidence in buyers. It doesn’t just engage, it expedites, fixes, proves or teaches. Ok. Now that we know, now what?
I did the homework, studied the most successful lead nurturing examples. Time and time again the best practice was clear:
Creating so much self-confidence in buyers they crave more.
Here’s the crazy part. This turns purchase consideration on its head. It often takes “deciding to buy” or price-shopping out of the equation.
You know, there’s a lot of hot air flying around about “creating trust” with content marketing and lead nurturing—yet very little discussion about how to do it.
This is how to do it.
At the heart of every effective lead nurturing system is a powerful idea: Giving prospects a taste of actual success. Think of it as giving them “results in advance” (of their eventual purchase).
For example, let’s say I give you something in this blog post that you try and have success with. You finish this article, take action and start closing more leads. You get some results—up front.
Would that result be powerful enough to make you crave more? If I improved your success rate—to the degree you started getting better lead conversion—would that be enough to make you crave more of that success?
You would probably trust me based on what I just DID for you. Right? You might even see what I sell as a logical next step in the journey you’re on (not something to ponder buying).
In other words, could I convince you (through experiencing a stream of my content) to ask ME for the sale a few weeks from now?
Answer: Yes, a significant percentage of people who read this article will convert for me! I’ll nurture them to close.
Small business B2B marketer, David Risley, of BlogMarketingAcademy.com is tapping into this lead nurturing best practice. B2B lead management software tools provider, HubSpot is too. BlogMarketingAcademy and HubSpot are nurturing small business leads to fruition by offering small, but significant, “results in advance.”
They’re “moving prospects’ needles” in ways that build self-confidence—and trust in the giver of that confidence.
Each company sells access to a system. BlogMarketingAcademy sells a step-by-step system to start-up, build and grow a blog-focused online business. Target market: part or full-time online entrepreneurs. HubSpot sells software providing a means to harvest and manage online leads.
BlogMarketingAcademy and HubSpot apply a remarkably effective, practical lead nurturing system to sell their systems. They use email to deliver a lot of the content, but that’s not the magic. Here’s where the gold lies.
BlogMarketingAcademy invests in prospects with a 30-day training program (the 30 Day Blog Transformation Challenge). It promises to show prospects how to “transform your blog by perfecting your writing, optimizing your design, and learning how to optimize the marketing funnel from your blog.”
They they deliver.
David makes sure his leads achieve some early success using a lead nurturing system—that sells the system he gets paid for.
HubSpot provides a wide array of free online tools (like The Marketing Grader), ebooks and a full blown marketing academy filled with free tutorials, classes, white papers and more. Again, all designed to get prospective and existing customers so confident and successful in “the little things” that they get hungry for more success.
The rest is making a timely call-to-action. Although sometimes prompts aren’t needed. Thanks to this lead nurturing system, customers often purchase on their own—based on the urge to access more success.
Marcus Sheridan of River Pools & Spas makes use of the same lead nurturing best practice: Nurturing confidence in buyers, creating trust in his business and closing more sales. Marcus is one of the most successful content marketers on the planet. How?
He realized years ago: Solving customers’ problems in ways that give confidence sells more pools and spas—even for a luxury product seller in a stagnant economy. Here’s how he does it. Marcus structures lead nurturing content to create:
1. Action: customers cannot resist taking ACTION on his blogs, videos and ebooks—they sign up to become a lead.
2. Results: his content increases success rates of prospects and proves, “yes, you CAN own a pool/spa successfully, no headaches!”
3. Confidence: prospects convert to sales based on trust created by positive results.
Marcus is practical. He invests in blogging and YouTube videos that answer common questions. Rather than keep answering them over-and-over he created blogs on these recurring questions.
Then he created YouTube videos that illustrated “how to” (clean your pool, maintain your spa) and “best fit” (product comparisons based on lifestyle, budget, etc.)
Finally, Marcus aggregated all of his content into packaged materials. Videos, tip sheets and ebooks are delivered to prospects via an automated (“dripped”) email lead nurturing routine.
Whether you’re a small business owner, multi-channel retailer or front line seller for a major corporation. If you’re closing more, more often, you are expediting, fixing, proving or teaching. You’re structuring content to produce controllable behavior and giving prospects a taste of actual success.
Good luck! Let me know how I can help you.
Photo credit: Teslawolf
Jeff Molander is the authority on starting conversations with busy people. As founder of Communications Edge Inc. he teaches a proven, effective communications technique to spark buyers curiosity in sales outreach & marketing messages. He's a sought-after sales communications trainer to individual reps, teams of sellers and small businesses owners across the globe. He's an accomplished entrepreneur, having co-founded the Google Affiliate Network and what is today the Performics division of Publicis Groupe.Jeff served as adjunct digital marketing faculty at Loyola University’s school of business. His book, Off The Hook Marketing: How to Make Social Media Sell for You, is first to offer businesses a clear, practical way to create leads and sales with technology platforms like Facebook, LinkedIn, YouTube and blogs.