For this second phase, you will want to promote the downloadable content we mentioned previously, whether it be ebooks, demos, audiovisuals, etc., with the aim of converting. For conversion, it is necessary to obtain personal information from your audience , such as their email address, name and surname, company they work for, position, etc.
Download forms on your website’s landing pages or in paid campaigns through different social networks. It is important to prepare follow-up emails after downloading content in order to gradually introduce your company and lead to the next phase, which is the education of your contacts.
Education
Once you have managed to convert leads, you will have to “educate” them or take them by the hand throughout their purchasing journey so that they become customers. For the conversion of contacts, you will use the dissemination mint database of content at an organic level (hence the importance of having good SEO optimization) as well as dissemination through paid media, such as Google Ads, LinkedIn Ads, Fb / IG Ads / Youtube, etc.
To do this, you have to rely on 2 metrics
Lead Scoring : This metric is based on the qualification of each of your leads by assigning points as they progress through their buyer journey. It helps you get an idea of the “maturity” of each lead and take action accordingly.
Lead nurturing : As its name indicates, this metric is how to create a professional marketing campaign about the “nurturing” of leads. In other words, it is a process in which a relationship is established with the contact, whether through email, telephone or other means, with the aim of making them progress within the customer life cycle, with new content, solutions to problems, help services, demos that allow them to understand how your software works, etc.
For this phase
it is ideal for SaaS companies to understand what problems your yeezys shoes audience faces and to disseminate content such as tutorials, free demos, or best practices to help them solve them. In this way, you are establishing a genuine relationship with your leads and accompanying them hand in hand so that they complete their life cycle and become customers.