To fully nurture a marketing leads into a qualified status, you need valuable content to help the process. Exact Target reports that 80% of business decision makers prefer to get information in a series of articles instead of an advertisement. (Exact Target) There are three important goals for any content marketing strategy when it comes to MQL's:
For example, let's say you have chronic foot problem, pain so excruciating your back, knees, and hips are now all affected by it. A good friend of yours suggests it may be plantar fasciitis and you should try orthotics. So, what do you do? You pull out your smart phone and search for plantar fasciitis and orthotics.
A local orthotics store's website shows up towards the top of your list and you begin browsing their site. They have a series of short blog post talking about chronic back, knee, hip, and foot pain due to plantar fasciitis. You start reading through the symptoms and causes of chronic foot pain and see that this company knows what you're experiencing.
Your phone buzzes and you see a notification on Twitter. About thirty minutes ago you tweeted,
"Hate having my entire day wrecked because of my foot pain. #footpain #feelingold"
The notification you just received is that the same orthotics store replied to your tweet,
"We can help you find the right treatment for your feet. Give us a call and we'd love to help you! (phone number)"
Not only did they take the time to track #footpain, but they also made a point of responding to your tweet in a timely manner to best serve your needs.
In each of these situations, blog posts, SEO, and social media played a part in targeting your pain point (chronic foot pain), answered questions (why are my feet hurting?), and provided helpful solutions to your situation (orthotics designed to heal plantar fasciitis).
All three of these factors are unique to your search process, but each of them helped nurture you along through the buying process. Just from a blog post and tweet reply, you're probably seconds away from calling them or searching for their nearest location if you haven't done that already.
Marketing qualified leads are best developed through custom content. Your content marketing strategy needs to leverage the specificity of SEO with the reach of social media to attract the right customers to your blog and web content. This is where the nurturing process begins to gain momentum. Trading a premium content piece, like an eBook or white paper, for their email address to start an email marketing drip sequence is where the best education happens.
The more you can educate, answer, and serve marketing qualified leads throughout your lead nurture sequence, the better prepared each prospect will be for their buying decision opportunity.