No Lead Left Behind

But enough about me. Let’s talk about you…

Most prospects probably hate lead nurturing “content” you write.

It shouldn’t come as a surprise that many of us like to talk about ourselves.  This  dynamic usually extends to our corporate lives.  So in a professional setting, we talk about our business, our challenges, our bosses, our customers…you know, things that are interesting to us.

If we’re doing lead nurturing (trying to engage prospective customers with interesting information), most of us unfortunately stick to the same gig – we offer things that we find interesting.  Usually things about what WE do, how OUR stuff can benefit customers, statistics showing how OUR systems work.  It promotes us, plus it’s easy – we’re subject matter experts

But guess what?  Many customers and prospects could probably care less.  Being like us, they want it to be all about THEM!  So, start using lead nurturing content that focuses on their issues.

One of our clients is in the office furniture industry.  Instead of offering lead nurturing content that talks about how great their products are, we’ve worked with them to place content that is useful to their customers.  Examples include pieces on how to organize office space for efficiency and happy employees, and reviewing key business practices to better survive a rocky economy.  The content didn’t focus on the client’s business, but rather serious issues facing their customers and prospects.  It’s a better way to engage, become a resource, and eventually develop a more meaningful relationship.

So, think about it…use lead nurturing content that interests your customers, not you.  

JT McDonald – Guest Author & President of MarketNet Services, LLC