You need to create lead magnets and funnels that guide not-yet-ready prospects through the buyer’s journey. When a prospect is finally ready, you’ve established your company as a source of guidance and support through the content you offer, making you their logical provider choice.
Here are a few best practices we recommend.
• Send the emails over several weeks, on a regular basis (typically once a week, at a time when the email open rate is high).
• Provide high-value content focused on solving the prospect’s problems.
• Send offers for additional content as long as the recipient doesn’t unsubscribe.
• Follow a reliable messaging framework like StoryBrand.
• Create content that’s high-value, empathetic, valuable, and authoritative.
• Ensure content is relevant to the prospect, based on the lead magnet they initially requested.
• Offer free, high-value content at least three times before presenting a bottom-of-the-funnel offer like a sales conversation or a purchase.