Content Syndication is a great method to raise your brand awareness and start the education journey with your prospects.
Engagement with content shows a sign of interest, however these are ToFo Top-of-Funnel leads, so need further nurturing.
Companies such as SiriusDecisions advocate the average B-to-B buyer will need to have 17 positive engagements with a brand before they are convinced about their buying choice, so you need to be elegant with the follow-up, and ongoing nurturing is important.
One of the most common and useful ways to leverage the value is add them into an email automation journey.
To most effectively nurture them:
Segment your leads: Ensure the nurture tracks are industry and interest aligned. This will help you be more relevant with the messaging.
Create an automation workflow. Design a base sequence which can be A/B tested and have action-based paths.
Nurture using progressive content. Start with the educational and information, as the confidence develops provide more use-case based collateral.
Re-target. Using multiple channels to generate demand.
Measure the results. It is import to track how the journey evolves with open, clicks and response rates.
Here is an example of a basic 3 touch journey:
1.Welcome email: Send an introductory email keep the intro about wanting to connect, and the relationship. “I noticed (research relevant personal context about their business and role, frame something you feel they don’t know which would be of value to them, and relate to what pain the content solves ), it would be great to understand more about your setup, I’m here if you have any questions. Do not be overt about their download or too direct about their interest, this can come across salesy, and doing so early can put them off.
2.Educational email: Prospects want value before giving time. Offering additional content such as a new asset that can support them be more successful, can help build trust. “I was just reading about how you... made me think of a customer we helped, so wanted to share the attached”
3.Call to action: Provide resources they can access outside of the email and track click movement. For example, a savings calculator on your website. Use the Launched monitoring tool to enhance insights and re-target with further content based on their navigation journey.
Your nurture journey will need to be customised to your value propositions.
Remember these prospects are being taken from an initial interest. Within the dataset, some will be more advanced in their decision journeys, look for signs of interest to priorities efforts.
Gartner’s model shows the non-linear approach the modern buyer goes through, and is a good example of how you need to continue to educate, and connect with multiple decision makers within the business:
No matter what you choose to include, make sure that your nurture communication is relevant, helpful, meaningful and engaging. The goal is to take the interest, build relationships and position your company as a trusted resource to support them.
To further enhance that journey other tools inside Launched can help:
Reach - by advertising across the web and LinkedIn this keeps your brand front of mind
Publish - to include long form content and tell your story, include links CTA’s
Nova AI – an autonomous agent to continue the communications journey further warming and generating interest.