Lead Nurture Campaign Step 3 – Content is King

Once you have a solid understanding of your market segments and your customer’s buying cycle, you can start to create the content and emails needed for the program for each segment you want to address with your campaign. For each phase of the buying cycle and each segment, you’ll need to create an offer, landing page and email that addresses the unique needs of the buyer.

This can start to turn into a lot of emails.  If you plan to send six emails to three segments, you’ll need to create 18 emails, landing pages and offers for the campaign.  If you add another variable such as customization by industry, or by size of company or job function, you will need to create many more.  Fortunately, after you produce the emails, you can load them into your marketing automation platform which will make it easy to deliver the right messages to the right person at the right time.

It’s very important to think about content that users will want.  Few buyers are interested in seeing a brochure or simple web page content that they can get anywhere.  For the program to be effective, you’ll need to create interesting and compelling content for each of these emails.  This content can be in the form of White Papers, Videos, e-Books, Coupons, Webinars or other offers.

By creating compelling personalized content for each segment that moves users through the buying cycle, you’ll have the ammunition you need to drive an effective Lead Nurture Program.

Once you have the content ready, you can actually design the email templates and write all of the content.   Remember that the more you invest in design, copy and the offer, the better the response rate will be.  In addition to creating the emails, you’ll also need to create the landing pages and thank you pages for the campaign.  Once the content and emails are ready, you’ll be ready to start setting up the program in your Marketing Automation system.

For more insight to help you build a complete Lead Nurture program, download the entire white paper here.

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