Our consumers are changing. Here are a couple of the things they don’t do any more:
- Use the Yellow Pages to find your business
- Walk into your office off the street
- Tell their friends about you or your great service over coffee
- Call you when they need your product or service
- Call you back
Here are a few things they do:
- Use Google or other search to find your business
- Browse into your website to do business
- Forward a short or interesting email to a friend
- Go to the Internet, fill in a Web form, and have businesses come (compete) for them
- Take your call when it is convenient for them
So what does this have to do with lead nurturing and bite-size content?
Marketo, a new demand generation product from former Epiphany folks, has a great post on generating customer demand (leads) with bite-sized content–YouTube style.
Your sales and lead management strategy needs to follow the same approach.
- Make sure that your Internet store front has a lot of quickly consumable content on very micro-topics
- Make sure that your drip emails are interesting, short, and progress on a logical premise
- Make sure your voicemails are interesting, short, and progress on a logical path
- Make sure that you let them know that you have there time and convenience in mind
Take a look at how we have tried to implement some of this on our site-Kaleidico.com:
- Swapped long, quickly outdated flash demos for short, single topic YouTube clips
- Swapped long, quickly outdated PDF whitepapers for short, single topic web pages
- Swapped static content for fresh, bite-sized mash-up content from our two blogs
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Want more information about Kaleidico's software or services call 866.667.5253 or visit www.kaleidico.com.
