Lead Nurturing and Bite-Size Content

March 30, 2007 By Bill Rice

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Swapped long, quickly outdated flash demos for short, single topic YouTube clips
Swapped long, quickly outdated PDF whitepapers for short, single topic web pages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