Step 2: Major in relevance and prevalence
So much focus goes into developing highly targeted contact acquisition campaigns catering to your target verticals and personas. It makes sense to maintain that relevance through your nurture. Why?
First and foremost, if the contacts entering your nurture track as a result of those campaigns merely receive the same emails as everyone else, you’ll lose relevance at the first hurdle.
We recommend creating multiple nurture tracks that allow you to take different audiences, with different demands, on different journeys – defining their content and stories using the criteria and variables you will have identified during the ICP analysis stage.
In essence, it’s all about understanding how you can deliver the best, most seamless journey for each prospect. If you’re focusing on a specific vertical, consider splitting out your tracks by persona or use case. Targeting multiple verticals? Think about where the different personas within your target verticals may share common use cases.
Prospects want content and messaging that speaks to their specific needs and concerns, and if they don’t get that, they’ll unsubscribe and disengage. It’s therefore vital to build and maintain relevance throughout the nurture process – even if you end up repurposing content and using it in multiple instances.
Take the opportunity to get away from the infamous ‘email treadmill’, and start thinking about new and different ways to immerse your audience in the journey on which you’re taking them – infographics, video, metaversal experiences, you name it.
Providing your leads with valuable educational opportunities targeted at their needs will position you and your brand as industry experts. This boosts your brand image and lead nurturing campaign, as well as empowering prospective clients to make a well-informed purchasing decision.”
