Finding and Nurturing Prospects
Strategy is one of the most important words you’ll ever hear and act upon. But what is strategy? Alexander the Great was great at strategy, which he put into three simple words: Anticipate, React, Adapt. But before he could or would put those words into actions, he needed something else: an objective.
So a strategy involves a deliberate plan of action designed to achieve a specific objective – a goal or competitive advantage. In his case it was to conquer something; in our case, it’s to beat the competition, or sell our product and services. In both cases, strategy involves making choices, allocating resources, and establishing a roadmap to outperform competitors, solve challenges, and maximize opportunities. In other words, anticipate, react and adapt. Because no matter how accurate your anticipation, the reaction to your actions is going to cause your competitors to react, and their reaction will force you to adapt your original response. Man, after all, is not a math formula. Exciting, isn’t it?
A strategy is not just a plan—it’s a mindset. It’s about choosing where to focus, how to win, and how to stay ahead in a constantly evolving world. So here are some things to think about strategy.
Innovative Lead Nurturing Strategies:
- Retargeting Ads: Use Facebook & Google retargeting ads to stay in front of warm leads. It’s going to take more than one tactic to land an account. Even with referrals, it takes a many “touches” to gain and maintain interest in what you’re selling. So what ARE you selling? More than likely, whatever you are selling solves a problem, so your strategy is to find people who have that particular problem – not an easy task.
For example, a security light has a lot of features and functions (range, brightness, etc.) But the problem it solves is the adjective in front of light: security. Who needs security? And what does your light benefit the person who needs security? Strategy involves gathering the benefits of your service and product into a cohesive statement!
- Personalized Email Programs: Send emails based on past behavior (e.g., abandoned carts, browsed products). Speaking generally of e-commerce first, according to Baymard Institute, the average global shopping cart abandonment rate is around 70%. Can you imagine that? This means that only about three out of ten customers who add items to their cart actually complete the purchase.
But many B2B companies utilize two- and three-step distribution and don’t utilize ecommerce themselves. That doesn’t change the fact that you need ongoing, relevant communications with your targeted prospects and customers. And you can’t sound like a robot!!
If you Google: should you sell to a group of people or just one, your answer from Google AI will be the following:
Note that the source for the answer on the right is Interline Creative Group. AI draws from the vast internet for answers all the time, and we’re honored it sourced our blog. However, when you read the blog, you’ll find out the answer is always easy. Check it out: Group or Individual?
- Exclusive Content: Offer whitepapers, industry reports, or password-protected video content. Always remember what we discussed: your website is the key to everything. On that website should be your content some free, some must register for. And lots of it. Remember you are in a content war – and you need ammo. Your ammo is comprised of the above: white papers, reports, etc. And make it’s your OWN! That example just presented was posted in 2020 – way before AI became the next big thing. Google reads and retains everything, and the more you post, the more it will index!
Keep reading our series on How to Target and Hit the Right Customers: Deep Dive Insights.