The Leads Booster

Have you ever worked on a piece of content and not achieved the results you expected?

Have your prospects downloaded a guide or signed up for a webinar, only for you to receive just a few free trial starts or demo bookings?

A common mistake is failing in the nurturing process and maintaining brand awareness.

In this post, I’m going to show you how to structure a successful sequence to generate more SQLs!

Before starting…

It’s essential to have complete control over your content.

All the whats, whys, hows, and whos need to be addressed.

I don’t want to dwell on this too much, but having an established content framework will help you with the next steps and guide you smoothly toward your goals.

-Get a Free Template of a Content Framework Here-

Now that you have your content framework let’s get started!

First things first: Set the MAIN GOAL

What is your main goal for achieving more sales?

Could be: “Watch a 3 minutes-demo-video”; “start a free-trial”; “schedule a meet with the sales team”, etc.

In addition to determining your Main Goal is a great idea to set a KPI for every piece of content to measure the efficiency. Eg. MQLs or SQLs.

How aware is the target about your brand?

Those are the 3 basic levels of awareness:

• Problem Aware. Your prospect senses a problem but doesn’t know there’s a solution.
  Eg: A SaaS struggle a lot organizing the finances, apps, and several reports on a spreadsheet.
  
  
• Solution Aware. Your prospect knows the desired result but not that your product provides it.
  Eg. This SaaS knows that there are softwares that help you organize your data and apps.
  
  
• Product Aware. Your prospect knows what you sell but isn’t sure if it’s right for them.
  Eg. They know the brand ’cause they’ve already interact with it. They are considering obtaining a software that helps them save time and money.
  
  

This awareness will help you understand how far they currently are from the goal.

If awareness is low (problem aware), it is less likely that the prospect would, for instance, start a free trial.

Therefore, the gap is large, and the nurturing email sequence needs to be more extensive.

Time to build the right sequence.

How do you create the sequence? What content do you need to include?

>The goal of the sequence is to empathise with their pain points and desires, address objections, and provide proof to gain trust.<

You can brainstorm these elements and start designing the sequence.

Let’s make a real example of a sequence that can help you creating your different workflows for nurturing.

For this demonstration, we’ll use Zluri, a software dedicated to unifying SaaS management.

CASE:

• Company: Zluri
• Audience: SaaS that are struggling with optimizing their costs.
• Lead magnet: On Demand Webinar, “SaaS Cost Optimization”
• Main Goal: Schedule a Live Demo
• KPI to measure efficiency: Get new MQLs. The goals is to attract new prospects and start nurturing.
• Awareness: Problem awareness
• Proximity to main goal: Far
• Email-nurturing sequence: Longer.

Now, this information can be turned into the following nurturing sequence: (each row represents a different mail)

After the first sequence… What to do now?

Continuing to nurture leads is essential for maintaining brand awareness.

Most of your target audience is not ready to buy now.

When the time comes, you’ll be on their minds because of the reciprocity principle.

What can you continue offering afterwards?

• Relevant and useful content.
• Invitations to future events, like webinars or conferences.
• Invitations to join your community.
  
  

Summarizing…

1. Establish your content framework. This will serve as your guide to delivering relevant content and will aid in creating nurturing sequences.
   
2. Categorise the lead magnet by target, main goal, KPIs, level of awareness, and proximity to goal.
   
3. Brainstorm the sequence, taking into account the pain points and desired outcomes of your target market.