Much like your messaging, your offer strategy and its alignment to the buying cycle can make or break a lead nurture program. Again, keep in mind that these offers need to be delivered within standalone touch points as well as carefully mapped to each stage of the buying cycle.
Consider a contact that’s just beginning to research a technology or type of solution. This contact wouldn’t be prepared to start a free trial. This contact doesn’t yet know of the features and functions he or she is looking for or even the type of solution that would best address any core pain points. With that in mind, map your offers to stage. For example:
* Awareness – What broad content exists that speaks to higher level needs and pain points? Consider a white paper.
* Consideration – What specific content exists that speaks to how you can provide a specific solution to applicable needs and pain points? Consider podcasts, product overviews, webinars or videos.
* Validation – What specific content exists that provides validation of the benefits of choosing your specific solution or product? Consider a case study.
* Purchase – What specific content exists that provides demonstration of your specific solution or product? Consider product demos and free trials.
Similar to messaging, carefully choose each offer with the simple intent of moving the contact along to the next buying cycle stage. And when doing so, don’t be afraid to sweeten the deal with a secondary offer such as a message-related, best-selling book or a free consultation. Including “attend and receive” or “download and receive” offers that will raise response is always to your advantage.
Note: This is post four 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”