Offering exclusive content is a great way to generate sign ups for your email list. And it’s a great way to qualify leads. A content download means that the reader is probably interested in the topic that you're writing about. They've given you the opportunity to earn their trust as a thought leader.
For businesses with a sales team, it is very tempting to have a rep reach out directly to everyone who downloads a piece of content right away. But there is a strong argument for creating a content nurture series of emails that go further to build credibility and warm up a prospect before ever talking to a sales rep. It also demonstrates that you care about delivering valuable education and advice and aren’t going to aggressively sell them products or services before they're ready.
What to Include in a Content Nurture Email Series
Below is a suggested series of emails you can customize for your business that helps build the road from cold lead to ready to talk:
Now that you've set up various email series, it's time to really optimize your website. In Lesson 3, we'll dive deeper into the world of ecommerce to give you a set of frameworks and tools to make sure your online store is ready for the big leagues.