Can you imagine how easy your life would be if every website visitor purchased a product? After navigating your complex conversion funnel filled with quality content, they purchase right there on the first visit. Easy and done.
However, the thing is—selling isn’t easy, and it’s far more difficult with so much digital information at your customer’s fingertips. With 87% of all shoppers beginning with an online search, it takes more effort for brands to stand out with the right content that engages and converts.
Modern consumers are digital piranhas. They’re researching multiple brands and finding the best content out there—all before making a final purchase.
For this reason, your content is essential to entertaining, educating, and converting potential customers. The right content nurtures prospects throughout your customer journey and ultimately turns them into loyal brand advocates that keep coming back for more.
While most brands understand the importance of content development, many of them struggle with finding the right content that keeps a lead’s interest long enough to produce results. Instead, they’re bogged down by trying to choose the right content frequency, budget, or format.
However, once you treat each piece of content like a new opportunity to inspire your target audience, you’ll be able to push them farther down your conversion funnel.
If you’re looking to improve your conversion rate, you have to start with content. In this article, you’ll learn how to successfully implement a lead nurturing strategy that’s full of impactful content.
Quick takeaways:
- A lead nurturing strategy helps build a long-lasting relationship with leads that don’t end with a final purchase
- The conversion funnel attracts, builds momentum, and results in return sales with your target audience through quality content
- Each funnel stage requires different content and messaging to engage leads and stand out from the competition successfully
Why is Lead Nurturing Important?
No matter how many leads you attract to your website, about 73% of them are not ready to convert. However, brands that take time to nurture leads effectively have the potential to see a 450% increase in qualified prospects and 50% more sales.
Lead nurturing enables you to anticipate your prospect’s needs and deliver value based on their pain points. By leveraging quality content, you’re able to build long-term relationships with qualified prospects to accelerate them through your lead conversion funnel.
Lead nurturing during the buying process helps:
- Establish communication with leads immediately
- Build thought-leadership and credibility
- Discover how to personalize and segment your audience
- Increase engagement
- Automate the sales cycle and find up-sell opportunities
What is a Conversion Funnel?
A conversion funnel is a path a prospect takes through your website that often leads to final conversion. Depending on your business, a conversion could be a purchase, sign-up, form fill, or more.
Leads could drop out of the funnel for several reasons. Whether they aren’t ready to buy or experience technical errors, it’s essential to identify these drop-off spots to drive engagement and convert more leads successfully.
A typical conversion funnel includes the following stages:
- Awareness
- Interest
- Consideration
- Purchase
- Loyalty
However, it’s essential to note that modern buyers don’t always neatly fit into a funnel. With access to more information than ever before, conversion funnels are less about the structure, and more focused on customer behavior that nurtures prospects every step of the way.
