Now that you’ve identified buying cycle behaviors and actions, identify the pain points your audience members are feeling at each stage. With this thought in mind, develop the related key messages that will demonstrate to the audience that you understand the challenges they face and that you have the product, service or solution that will address their needs.
At this stage, keep in mind that these key message points will later be incorporated into unique communication touch points leveraged through your lead nurture program. With that, be sure to map these message points to each stage of the buying cycle and only deliver stage-related messages. For example:
* Awareness – “Enrich your knowledge of”… or “Gain an overview of”….
* Consideration – “Learn how to address business challenges using solutions like”….
* Validation – “Learn how organizations like yours have used our”…, “Our solutions have been embraced by”…, “Our solutions address critical business needs such as”…, and “Our customers count on”….
* Purchase – “The primary benefit of using our solutions is”…, “Become familiar with our family of solutions”…and “Test our solution and see how it can”….
Though the end goal is a purchase, it’s important to note that you shouldn’t try to generate a final sale with each touch point. Doing so can turn a contact off and limit your future chances of engagement. Rather, if you can effectively move your audience through to the next buying cycle stage, consider it a win.
Note: This is post three of a seven-post series entitled, “How to Unlock Future Revenue Potential through Five Powerful Lead Nurture Steps.” To read more of Mike’s series, just follow the links below…
For more lead nurture tips, check out our white paper, “Unlocking Future Revenue Potential through Five Powerful Lead Nurture Steps”