As a content marketer, have you ever thought about whether you are streamlining the lead nurturing process or actually killing it? Although content is still king in any marketing strategy, as a content writer it is easy to get caught up in brainstorming, writing, editing and prettifying content, and forgetting about aligning it with the main task of lead nurturing. And by doing this, you end up effectively derailing the strategy.
Good content has a direct effect on the company’s bottom line because it nurtures a customer, taking them from wandering customer to highly eligible prospect to shopper. So it’s time you paid attention to your writing habits and made sure you aren’t making these lead-hurting mistakes in your writing!
- You are writing for a broad audience or perhaps for an imaginary one. Generalised content doesn’t inform anybody about anything, and your audience won’t find relevance in it. The first step in content marketing is understanding who you are writing for. Is it the end user, the guardian of the end user, an advisor to the guardian of the end user, the financial provider of the end user, or perhaps an influencer of the end user? What is your buyer persona? What is the problem they are struggling with and what content engages them? In which stage of the buying cycle are they currently? a good marketer understands how to segment prospects based on their needs, and to target their content to each group accordingly, thereby educating them about the product in a way that they can understand using content in the way they can consume it. This will help a visitor organically make the buyer’s journey, and makes them more sales-ready when the time comes.
- You produce plenty of content consistently but it lacks quality. Each piece of content put out there is meant to communicate something about the product to the visitor / customer. If it isn’t doing that, it has failed in its purpose, it is hurting the brand, and it is a wasted resource. Moreover, rudderless content will only lead to awry marketing results. Quality will take you to the long term-goal. Inbound marketing is supposed to deliver the right content to the right person at the right time. And the only way to do this is by understanding the marketing funnel and how to map content to it. This means knowing in which stage of the buying cycle the customer is in, how much content to create for each segment of the marketing funnel, and what kind of content to create. This helps you create valuable and relevant content.
- You find one method that works and refuse to consider other strategies. It is normal to stick to the tried and tested method that generated a good result. However, it isn’t very smart, especially in the field of marketing, to be splashing about just inside your comfort zone. The market never stays the same for long, what with the changes in technology etc. A good content marketer understands that a consumers’ browsing and buying behaviours are different today. So while you surf a comfortable content strategy, keep exploring other ways to reach customers in the future. Experiment with topics and angles. Try out new formats of presenting content, like quizzes, podcasts, cartoon strips, checklists etc. By diversifying your content strategy you can discover new formats to engage your customers without boring them, being redundant, or getting stuck in a rut for too long.
- You work in isolation. Its’ easy to just close yourself in and write about topics you think would be fascinating for the customer. however, working in isolation means you don’t actually know what is happening to the real customer and you aren’t in tune with the lead nurturing process. Sales and Marketing must talk to each other. Marketing creates a viable lead à Sales converts the lead. If there was a problem with the conversion, Sales must communicate this to Marketing, and vice versa. If sales and marketing are uncoordinated, they are headed for a dead-end. Sales, as well as other departments, can provide valuable gems on the lead, which can help you tweak your content to suit them better. When sales and marketing are aligned, they can improve the lead generation efforts and have an overall impact on the business goals.
Do you, as a content writer, find yourself making any of these common lead nurturing mistakes? If you are, you are lucky to have caught the mistake right now. All you have to do now is nip it in the bud, make lead nurturing the backbone of your content strategy, and then set your strategies back on track. And you are bound to see the difference!