Effective Lead Nurturing Starts With Solid Prospect Engagement
Good prospect engagement matters because it helps you deliver the right content to the right people at the right time. But when it comes to your overall lead nurturing campaigns, it’s important to know what drives prospect engagement.
So much of driving prospect engagement (and lead nurturing) is related to whether you’re addressing a problem your leads care about, and if you’re providing a product or service that’s valuable to them.
Standard prospect engagement tactics include using analytics to track leads’ actions online and determine how often they visit your website, read your blog, watch your videos, and more.
The key is to package your product or service in a way that resonates easily with people and makes it easy to consume. For example, if you’re selling light bulbs that last 10 years, writing blogs about how much money you’ll save with energy-efficient lighting and then posting the content on Twitter with relevant energy conservation hashtags would be an effective tactic.
When measuring prospect engagement, look at aggregate data across all customers, and not merely on a per-customer basis. Once you know what content resonates most with prospects, refine and reiterate content each time you deliver it.
Think of this metrics-based approach as a more scientific solution to understanding what drives prospect engagement. Also, don’t forget the important role that social media plays. LinkedIn is a well-established place to generate leads, but Twitter also is useful for prospecting.
The sharing power of social media comes with an inherent level of trust built into it. When someone shares a piece of content, they’re essentially giving the content their personal stamp of approval and suggesting that others read it as well.
The Tellwise Nutshell (TTN): Drive prospect engagement with content that provides tangible value as a solution to your prospects’ pains and problems, then measure what resonates most by looking at the analytics behind your content. Which blogs or webpages receive the most visits? Take that data and use it to your advantage by further refining your message and delivering it again, hopefully converting a few prospects into leads in the process.
Discover more great prospecting tips with the Tellwise tip sheet, “7 Best Practices of Prospecting Pros.”