By Ellen Gomes
- Let’s take a quick poll. When was the last time your boss asked you to do something and you didn’t question why you needed to do it a specific way? You see, sometimes we just assume that the old way of doing things is the right way. But every so often, we forget to test what’s right under our noses.
It all started with one simple question: What types of content resonate with what types of leads? In other words, does the early stage content you have work for early stage leads? Or would it work better for late stage leads? Or does the content even work at all?
In every database, there are three types of leads. You have the folks that are brand new and have yet to learn about you or your product. Then you have folks that have an idea of who you are but aren’t yet ready to buy. Lastly, you’ll have folks that are well-educated, interested in evaluating your product, and could potentially buy from you. Each of these stages maps to a content stage, which is often how marketers define and guide the buyer’s journey.
Now when you plot out those leads on a curve to see where the bulk of people fall in the buyer’s journey, you’ll find that the database looks a little something like this:
The bulk of your database is most likely early stage leads because we tend to have more people that aren’t yet ready to buy from us than those that are pulling out their checkbooks. Sad but true.
Now let’s define how marketers tend to think about the stages of content.
- Early: Content that builds brand awareness —it’s fun, engaging, and doesn’t have a hard sales message for either your brand or product.
- Mid: At this stage, the content is focused on educating the audience. It introduces the product in the context of the market, explains why it’s the best product, and how it can provide a solution to your company.
- Late: At this stage, we assume that the lead has already been educated enough on the product to make an informed decision. This content helps sell the product by helping the buyer make a purchase decision.
Let me tell you a story of how I came to believe that marketers are missing something here. And like any good story, I will tell it in chapters.
Chapter 1: The Discovery
A couple months ago, I was preparing to speak on a webinar called 3 Hacks to Boost Email Open Rates. From my perspective, this was primarily an early-stage webinar but our normal process would be to promote it to all leads in the buyer’s journey (early-, mid-, and late-stage). After the first email invite deployed, I became curious to know what types of leads were registering for this webinar, particularly if they were, in fact, early-stage leads.
Here’s what I found when I looked at the registration list:
To my Go to the full article.