Lead Nurturing and Bite-Size Content

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• Swapped long, quickly outdated flash demos for short, single topic YouTube clips
• Swapped long, quickly outdated PDF whitepapers for short, single topic web pages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 lead management software or services visit www.kaleidico.com.