Can you turn people into customers before actually talking to them? Thanks to social media, content marketing is now turning things around for lead generation. With the help of ebooks, blog posts, case studies, and webinars, potential customers can easily access chunky details about your business. These content tools will not only enhance your lead generation strategy but complement your personal branding as well. It helps that people know some details about you before you introduce your product.
Before people make a purchase, they want to be educated and you can use these content tools to create a positive and enticing experience for potential customers. It'll make the sales process smoother before the next call. Sending potential customers relevant content suggests that you've been listening to their queries and comments. Before you pick up your phone and call a prospect, they should be aware that you exist! Before you call them share content that won't annoy them.
Here are some tips on what to send and when to send it:
1.) The Icebreaker
You haven't made any contact with a list of potential customers, everything you know about them comes from a preliminary research so it's not a good idea to send them too much content like white papers or industry reports. What's better is to share them introductory content about high-level topics that they can relate to and identify with.
If a prospect doesn't know that a good landing page or a responsive design mobile page can lead to opportunities, you might as well send a blog post about “increasing lead generation using a mobile website” and include it in your email or newsletter. Showing how to use a traffic and lead calculator is a big plus too in enticing a prospect.
2.) The Follow-Through
Alright, you've made a potential customer curious about your product or service can offer, now he or she will look beyond the surface. Prepare yourself to be bombarded by more in-depth questions that will be asked by more than one prospect. With this in mind, you should send out a supplementary content that will help answer their queries. Keep in mind that you're in the middle of the buying process.
Here are some sample queries:
- What is the return on investment of this product or service? (Send an ROI report)
- What kind of results should I expect? (Send customer case studies; they're great stories that help prospects see themselves as customers.)
- How would I execute a particular new strategy involving this product? (Send a relevant whitepaper.)
3.) Sealing the Purchase
After you turned a prospect into a customer and verbally agreed to purchase your product, it's a must to keep things simple and moving forward until he receives the product or availed the service. Before you seal any purchase, apply the personal approach by sharing content that is a clear breakdown of product features and pricing that the prospect can review. This will help you entice the prospect and present the value in your product. With this in mind, a potential customer will shrug any hesitations and lessen anxiety to move forward to an actual purchase!
4.) You've Turned a Prospect into a Customer
After you turned a potential customer into an actual one, always keep this mind – keep them happy! Make sure that you follow up after the sale and monitor the progress the customer is making with your product. The best way to answer queries after the sale is to be a pal to them. If a customer is experiencing difficulties then it's an imperative to help them until you solve the issue. Always keep in mind that you're their go-to-guy because you're the expert!