Someone walks into your store, or they visit your website and fill out a form… what do you do with this lead? You pounce on them, move them away from the door and begin shoving your sales pitch down their throat; or you call them immediately and start sending emails like crazy. Yes, yes, ka-ching, ka-ching!
No, back off, slow down and think about what you’re doing.
Most people like to browse and taste test first before they get serious about buying a product or service. They like to create a process of discovery and do research at their own pace. As a business, your role should be to facilitate the discovery and research. Gently hand them a fork so they can poke around and explore who you are, what you have to offer, and why you’re the tastiest and best choice.
The fact is, you need to cook up some thoughtful and helpful content. Different types of content should be provided, as part of the lead nurture process, to help guide the leads through all the options available until ultimately they trust you and are convinced that your products or services are what they need and want. TechValidate provided this chart showing effectiveness of various forms of content: