Marketing automation software can help you move prospects along their buyers journey one step at a time to the goal of them buying your products or services

The Buyers Journey, Content, and Marketing Automation to Nurture Leads

Content marketing is marketing through publishing content.

Inbound marketing is content marketing with a focus on attracting people to your website.

Lead nurturing is walking people through their buyers journey once a website visitors becomes a lead. This occurs when they fill out a form and you then have a name and an email address to follow up with.

A reality is that 96% of people who buy do not do so after initially learning about a product or service.

The majority of us buy later and I’ve seen studies that claim the average number of “touches” before a prospect becomes a customer is seven.

That is where lead nurturing comes in.

Marketing automation is just a convenient way to nurture leads. Once you set it up, it runs mostly on auto-pilot.

However the effectiveness of your marketing automation depends on how effectively you walk people from step to step.

I’m going to jump to a completely different topic here and I’ll get back to the main topic in a minute.

I loved reading The Hunger Games trilogy. It has been years since I devoured books the way I devoured them. One morning I opened the first book and read the first chapter. That bit of curiosity tied me up for 3 days. Day 1 was book 1. Day 2 was book 2. Day 3 was book 3.

Why did I binge read this book? Primarily because the author (Susan Collins) is great with “the cliff hanger”.

Almost every chapter ended in a cliff hanger that left me wanting to know more, which was an easy urge to satisfy as the more was on the very next page. Of course once you start a chapter you have to finish it (at least I do) and that chapter also ended on a killer cliff hanger.

That little diversion was not about The Hunger Games, but rather it’s about cliff hangers.

For purposes of having an example I’ll use my business (Inbound Marketing University) as an example.

People who join my community generally go through the following thought process:

  1. Inbound marketing works
  2. Outsourced inbound marketing is expensive
  3. Inexpensive small business SEO is ineffective
  4. Small business owners CAN do this themselves, many have
  5. I can do it
  6. Kevin and his team can teach me how (lessons and weekly coaching)
  7. Other members vouch for the value of the weekly coaching
  8. I’m in

Minimally I need to create one piece of good content for each of the steps above.

I convert website visitors into leads by offering an eBook. Once I’ve obtain an email address, a marketing automation flow is (or more accurately will be – as I’m just now setting this up) triggered.

The focus of this article is not on building the flow per se, but rather on the need for content that speaks to people at the various steps or stages.

Ideally each piece of content should end with a cliff hanger, so people look forward to the next step.

It does take time to set this up. I’ll let you know how it goes for me.

In the meantime….

Download the eBook: The 7 Fundamentals of Being Found Online


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