Most people working with lead generation would agree that generating good quality leads is very much an art form. You might need to nurture a lead for some time before it converts into a sale.Digital marketers are at an advantage of being able to use SEO to nurture clients in a way that takes the sales cycle into consideration, turning prospective buyers into sales-ready buyers when the need for a service or product that your client offers arises. In short, using SEO to nurture them today in a way that is likely to secure their buy-in tomorrow.
Imagine that a woman has just discovered she’s pregnant. She immediately heads online to begin searching for all the things she could need to decorate a nursery. As a first time parent she has no idea where to begin looking, so she just searches the term ‘nursery décor Manchester’.
A page immediately pops up on a nursery décor website offering a downloadable and handy decorating checklist for expectant parents to take with them when shopping. She immediately hones in on this checklist and prints it out. She goes over the list with her husband and keeps it next to her bedside until she is ready to make her purchase.
She might not be ready to commit to purchasing the crib, paint or mobiles being provided by this business immediately. She might want to discover the gender of her child before starting to decorate the nursery so she can choose the right colours.But when she is ready to take this step and has her checklist in hand, it’s likely she will turn to the store because they demonstrated value to her early on and because of what they have to offer.
This website has taken the time to provide a resource to the audience which really has little to do with the products they sell but rather with the experience that the audience is going through. By investing in SEO to promote this resource, they have demonstrated that they are a leader in their industry and thus this audience is more likely to return to them when they are ready to purchase.
Even though a prospect may not be ready immediately to purchase a product, nurturing the relationship means that things will pay off further down the line because you have used SEO to remain a top of mind solution. If nurturing leads effectively depends on you offering high quality solutions, then SEO offers an advantageous opportunity to assistpotential clients based on a good understanding of what their needs are – using keyword optimised, well ranking and well-designed content.
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