Encourage a Buyer's Journey that allows Leads the chance to perform a hand raise and be attracted to the Bottom of the Sales Funnel even though they may have converted on Top (TOFU) or Middle of the Funnel (MOFU) content.
Create email templates for each stage of the buyer's journey.
Email 1. Learning and discovery
This is the time to introduce yourself, thank the Lead for their interest in the material they've downloaded and tell them you hope the content helps them achieve a better understanding of the given subject. Finish the conversation by explaining that they will soon receive more information to deepen their knowledge on the subject. You can include a CTA to encourage Leads to sign up to receive a newsletter or follow you on Social Media.
Email 2. Recognition of the problem
Provide Leads with a brief context of the previous message. For example: "Now that you have read the XYZ e-book and learned how to [...]". In addition, don't be afraid to acknowledge the problem the Lead is facing. After all, if they asked to download your material, it's because they want to have a better understanding of a subject and need help. Include a CTA button to a Landing Page filled with rich content or to a blog or social media post.
Email 3. Consideration of the solution
Show Leads that you have the ideal solution to solve their problem. Tell them that other customers have already experienced the same problem and that you helped them. Share success stories or customer testimonials and include a CTA button to a Landing Page that asks for the Lead's phone number or website. For example, something like "I want talk to an expert", "Try it!", "Talk to a Consultant", "Free 30-day trial", etc.
Email 4. Decision
Show the benefits, highlight your competitive advantages, and, at the end, include a CTA button that redirects Leads to either a Landing Page asking for their phone number or an offer on your website.
Before creating the Nurturing Workflow described above, you need to create a content offer and publish it on a Landing Page.
Workflow Automation - Nurturing Workflow (Priority)
In this case, RD Station Marketing workflow automations can and should be prioritized. Thus, the Lead will only go through one priority workflow at a time, always giving preference to the highest priority workflow whose entry conditions and settings they meet.
In the Basic Plan, the Lead has to carry out a conversion before joining the workflow. On the other hand, Pro and Enterprise Plans allow you to select a specific segmentation and choose the Leads that will join the workflow. Learn more about this in the article How to create a workflow automation in RD Station?.
After selecting the segmentation list created for Leads that convert via a content Landing Page (or directly via the specific conversion event), define when the Workflow Automation to send emails should be initiated and the relevant intervals. After that, you can set up conditionals, as shown below:
Please note that in addition to Marking the Lead as an Opportunity, you can also send them via email to a specific email address. If your sales team is registered with RD Station, you can Assign an owner to the lead instead.
Use the settings that you deem necessary in the Settings tab. Save and Activate the Workflow. Track and analyze your workflow to make sure it's working. If you have any questions, we have an article with tips about how to check if a workflow automation is working properly.