Why Content Generation is an Absolute Necessity to Engage with Inconvertible Leads?

If a prospect doesn’t convert into a buyer or only stays connected with the sales team after the lead nurturing process, it doesn’t mean that they are never going purchase the product or service.

This is because some prospects require more time, information and guidance. In order to deal with such customers, a marketer must strategically plan out ways to stay in top-of-mind and keep the sales team ready if at any given point in time they decide to make a purchase.

To get a better understanding of such leads or customers, a marketer could categorize them into the following – innovators, early adopters, early majority, late majority, and laggards. This categorization is self-explanatory as the last two are those customers who would prefer purchasing the product after certain period of time.

Here in this blog we would specifically be dealing with late majority and laggards.

Late majorities are those customers who approach a brand with a high degree of cynicism and after the majority of society has accepted the product or service. Laggards are the last to adopt any brand in society. They are sceptics and purchase the product or service only after careful evaluation.

• The type of content to be used:

To continue to engage or perhaps revive late majority and laggards, a marketer has to consistently nurture them by sending emails, new offers, eBooks, brochures, stock photos and even performance statistics to make the brand more appealing.

The target content should be highly informative as the objective is get such leads back to the website.

Another method to revive such leads is to provide case studies that will keep them engaged with the brand for a longer duration.

• Facilitating nurturing through the sales team:

For laggards and late majority customers, push selling strategy is proven to be highly effective. Offering discounts or additional benefits could do the trick!

However, the sales team should avoid being too pushy as this might consider the brand to be a nuisance eventually killing the interest levels of prospects.

• Email campaigning:

As mentioned earlier, emails play an important role in reviving prospects. A marketer should employ target email marketing campaigns to get the maximum attention laggards and late majority. They could do this by personalizing emails and modifying solutions that fit the exact requirement of the customer.

Similarly, pricing psychology is an integral part of target email marketing campaigns because price and discounts act as buying triggers eventually leading to conversions.

Content generation is something that every marketer must focus their marketing strategies around because valid and informative content is the only means to get great business, especially when customers are hesitant to move ahead in the sales cycle.