It is rare for a potential customer to buy a product right off the bat. Think about it, have you ever bought a product from a stranger on the street that you didn’t know and who had little to no reputation? Probably not, unless maybe it was a hot dog from a street vendor and even that can be a hit or miss. If a customer doesn’t know you, your product, or your reputation the chances of a sale will be slim. But by creating touch points between your company and a potential client you are increasing your likelihood of a sale or recurring sale by establishing trust, brand recognition, top-of-mind awareness, and merit. Also, by tracking what touch points your potential leads interact with you will be able to understand what stage of the “buying process” they are traveling through and how to nurture them accordingly.
So what content and channels can you use to nurture your leads to a point of purchase while keeping your business objectives in mind?
Take a look at their content marketing framework which includes business objectives, prospecting goals, and key performance indicators and how they best correspond with particular content marketing to lead to a closed deal and a happy customer.
The infographic starts with the business objective of company “awareness” by engaging the prospect who may be “bored at work” with a viral video via Twitter, Facebook, Blogs/Websites, or Youtube (see the colored dots and corresponding distribution channels in the color key). Different content is suggested throughout the varying prospect goals and business objectives along with suggested distribution channels. Several key performance indicators are listed in each stage to gauge progress. The infographic ends with the ideal situation of a purchase and closed deal.
What other content might you use and via which channels?