If you’ve gathered leads through partnerships, social media or direct channels, once they’re enrolled into your marketing funnel it’s important to nurture them to keep them moving toward the sales conversion. Creating an effective lead nurturing campaign involves creating content that is relevant to where the prospect is in their buyer journey. This type of content is usually informational or educational in nature and can vary in format depending on the channel that is used for distribution.

A common mistake that many marketers make is to assume that all leads are in the same place when it comes to their funnel. They often look at tactics like email sequences that rely on the AIDA model which only considers the needs of one stage of the sales funnel. However, in today’s digital age, consumers have more options than ever before and it’s critical to understand the different stages of the customer’s journey.

The first step is to identify the needs of your prospects and create a content strategy that aligns with those needs. The key to this is understanding what kind of information your prospects are looking for at each stage of the journey. For example, a prospect that downloads an e-book that discusses e-commerce trends is in the awareness stage of the journey. This prospect would likely benefit from further content that provides information on how to maximize their online retail presence.

Developing a good relationship with your prospects is vital to nurture them to convert them into customers. Using a CRM that enables you to personalize your interactions with your leads, such as BIGContacts, can improve the chances of getting them to engage with your content and move toward the sales conversion. It’s also important to follow up with your prospects to ensure they are satisfied after their purchase. Satisfied customers are more likely to provide positive referrals and contribute to your brand’s growth.

Customer-centric selling is an approach that puts the focus on serving your customers rather than earning a profit from them. By elevating your customers and providing them with great experiences, they will naturally want to return to you and spread the word about your amazing products or services. This is the true essence of being customer-centric.

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