By Amber Kemmis
Hooray! You’ve recently launched several marketing campaigns that have done an excellent job generating leads. But, you can’t totally celebrate because these efforts haven’t turned into real business opportunities yet. Leads are coming through the door and you’re nurturing them with content, but they aren’t moving. You have a bottleneck. Something is stopping these leads from moving along in their journey to purchasing from you, but what is it? Before we explore the root of the problem, let’s do a quick review of the buyer’s journey.
The buyer’s journey is the hypothetical process a potential customer goes through to get to a point of sale. In the content marketing world, we use this hypothetical journey to build content and points of interaction that facilitate each stage of the journey, thus bringing the prospect closer and closer to buying. Below is a graph of the typical buyer’s journey:
If you’ve done all the work of mapping content to the buyer’s journey, created campaigns to fill it, and aren’t seeing leads turn into real opportunities, you likely have a bottleneck in this journey. The first step in identifying the bottleneck is to ask yourself this question:
Where in the journey are leads getting stuck or disengaging?
By asking this question, you can get a sense of where in the buyer’s journey you have a bottleneck. Understanding where this is happening will often reveal the problem. For example, if leads are entering the funnel early in the buyer’s journey but don’t take any further action after their first conversion, you may not have the right follow-up in place. Even worse, you may have technical issues like a broken download link that cause them to lose trust in you. On the other hand, you may discover that leads come to a halt after several weeks of email nurturing that seems to have great performance until the last couple of emails that pitch a demo. In this case, you might not have copy that effectively communicates your value proposition, among other issues. The point of these examples is to illustrate that you have to understand where and why bottlenecks are happening to resolve them. Beyond that, here are some of the most common bottlenecks in moving leads through the buyer’s journey and what you can do about them:
You Don’t Understand Your Buyer’s Journey
If you skip critical steps in the process of developing a buyer’s journey such as persona interviews, it will be nearly impossible to remove the bottleneck. You may be using the wrong content to attract buyers, but you may also be using the wrong content to push leads to the next stage in the buyer’s journey. If you do your homework, you will usually ace the test. Just keep that in mind.
The Buyer’s Not Ready
One of the most common bottlenecks or reasons leads get stuck in their journey is simply that they aren’t ready to move further along. You may have done an excellent job in content creation to get them to get them download Go to the full article.
Source:: Business 2 Community