Lead Education: Why It Matters to Your Business
The biggest objective of any company or brand in creating a blog or maintaining a content marketing strategy is to enable it to conquer and maintain a customer base satisfied with the brand.
And lead education comes into play as a strong ally for both marketing and the sales team itself.
Want to know how this happens?
So be sure to check out today’s post, which in addition to explaining what lead education is, will show you the basic steps for educating your leads and also indicate the importance of this tool for your business.
Browse the content
- What is lead education?
- Basic cycle for lead education
- Final Tips for Lead Education
What is lead education?
For a person to close a purchase, they must go through your sales funnel , right?
And in it, the clientele assumes different roles according to the stage of the funnel in which they find themselves.
First, he is a visitor, then he becomes a lead and, in the end, he becomes a customer.
By now you should already know how content marketing will influence the generation of these leads and their transformation into consumers.
Lead education seeks precisely to make this person – who has already gone from being interested in your product to establishing their wants and needs – to create a strong relationship with your company.
That way, she will definitely consider your business – above your competitors – to complete the purchase.
This directly reflects on sales results.
More educated leads not only buy, but generate far fewer post-sales questions.
And, in addition, they are much more likely to become loyal customers, who will return whenever I need to and refer your company to others.
Basic cycle for lead education
And now that you understand the power of lead education on your business, you’re probably quite keen to implement a cycle that helps you get the job done.
For this, we have established some main points that you should take into consideration when setting up your “leads school”.
The idea is basic: deliver the right message , to the right person, at the right time .
So, let’s go to the following points for lead education:
It is necessary to know your interlocutor in depth . And that goes beyond a name and an email address. In fact, you need to establish very accurate lead profiles.
In order for you to be able to craft attractive and effective messages – that really develop and strengthen the bonds between you and the audience – it is necessary to know you in depth .
So don’t be afraid to gather information that will enrich what you know about your lead.
The important thing is that the lead does not feel pressured to answer anything, as this will seriously affect the trust relationship.
A tip is to go little by little collecting this information from different contents and baits, so that he doesn’t even realize its purpose.
Once your company builds a very rich and varied lead base, it ‘s time to think about your content.
You and your team will likely notice that there are profile segments, which, when looked at more closely, turn out to have different needs and wants from each other.
For example: if you sell rice, you need to know that there are those who do not give up the white type. Others only consume the full version. There are also those who want the arboreal or the basmati…
Did you understand where we are going? You need to know in depth what your leads are looking for with each type of response offered by your products and services.
That way you guarantee a positive surprise from that person. When looking at her inbox, she will be faced with the content she needs and was looking for to answer her questions.
choosing the right moment
You know that visit that, as much as you like it, only appears at the least appropriate moments? In lead education you need to be careful not to be that ‘non gracious message’. Like?
The first step is establishing the right time to get in touch with the customer, not before you have a complete profile and have already established a trusting relationship with them.
Afterwards, you need his permission to be able to contact you at whatever time you choose. For calls, your call center team needs to be careful not to bother you and break the lead education process by pushing the envelope.
Just dial to call back when it’s most appropriate.
And then you need to establish the constancy of these messages, being aware of the conversion process.
If you have already managed to deliver materials for him to think and make a decision, establish – with him – a deadline for this return.
The important thing is that this lead education is done gradually, without pushing the envelope, respecting the moment of conversion of each one, but without disappearing completely.
This will ensure that he remembers your company at the right time to close the deal.
And that, even if you have not yet converted, indicate your company to their social circles.
Final Tips for Lead Education
- Pay attention to the sales funnel – if you haven’t established yours yet, don’t waste any more time. The funnel will help you accurately manage conversion opportunities and help you see the specific steps your customer goes through to close a deal.
- Invest in content – it’s no use creating materials that don’t answer your audience’s doubts and questions. Try to be objective when creating each material, always with practical answers, avoiding the overly technical aspects that involve your business. People want answers for everyday life, not for doing scientific research.
- Customize messages – message without recipient is junk for sure. People want to feel that, even in a world so dominated by relationships established by the internet, they are, in fact, human beings. So, don’t forget to put a header as the name of each one, giving a simple “hi, how are you?”. This simple attitude helps a lot to strengthen the contact.
The important thing in lead education is to be aware of your audience , both in general and in the specifics of each one. Always seek to establish strong and lasting relationships in order to brand your brand as worthy of trust.