As inbound marketing continues to become universal with generating leads, and eventually revenue, the value of a lead nurturing strategy also becomes more evident. The purpose of any marketing and sales departments is to convert leads into paying customers – and lead nurturing is a successful technique of doing so. So what is lead nurturing, and how do you this productively?
You and your company want to move your leads from prospects to paying consumers through your marketing efforts – a primary goal of any marketing department. To efficiently do this, you must engage in lead nurturing. Lead nurturing requires targeting your target audiences, or buyer personas, by giving appropriate information to them at every step of their buyers’ journey.
How Do I Effectively Nurture Leads?
Unfortunately, only a small section of inbound leads can make an immediate purchase. This only highlights the significance of having an efficient lead nurturing tactics your team can use.
Forrester’s research also assumes that you can observe up to a 20% hike in sales opportunities from nurtured leads vs non-nurtured leads. So, that begs the question: What are the best strategies to employ when it comes to lead nurturing?
Engaging, Targeted Content
The establishment of a solid lead nurturing tactics is giving the right information to the right people, at the right time. To do that, you require to focus on building content that’s both engaging and targeted. And it all begins by ensuring you have up-to-date customer personas – a different key piece of lead nurturing.
So, with your personas in tow, you can begin building content based on the benefits, goals, objectives, and motivations of each of your customer personas. You can also use them to guarantee you have content that correlates to the 3 stages of the customer's journey.
Part of this strategy includes producing a type of content that is intended to move someone down your funnel. A lead that’s in the early awareness platform may respond positively to a blog post while someone else who’s in the consideration step may react better to a comparison graph or whitepaper.
Email marketing persists a classic, effective strategy for lead nurturing. Many lead nurturing campaigns appear in the form of a series of emails that increasingly move someone below your lead funnel. But, to perform it even more effective, you should personalize your emails.
Thankfully, with Aiozium, there are various ways to personalize your emails. You can send behaviour triggered emails, like if someone downloads a gated part of the content, and reference the content in the body of the email. Likewise, you can send them follow-up emails if they clicked or opened other particular campaigns. And of course, you can add their first name or company name in emails with personalization tokens.
However, when it comes to emails included in your lead nurturing tactics – personalized or not – there are certain pieces you shouldn’t do:
Do not email them each day, even if they are in a lead nurturing campaign.
Do not send them each email in a drip campaign – some may not apply to them.
Smart CTAs and Smart Content
As seen, personalization assists in lead nurturing. If your content links better to your visitant, they’re more likely to respond positively.
For example, with Aiozium’s smart CTAs you can make sure your users aren’t seeing something that doesn’t connect to where they are in your customers’ journey. If she or he has already signed up for your newsletter, they will not be advised to re-enter their data. If they’re somewhere near to the middle of your funnel, they’ll see a more relevant CTA, helping in the struggle to nurture them.
Timely, Appropriate Follow-Up
Seeing a lead come through to your company is always interesting, and you may be tempted to give it off to sales. According to a study done, timely-follow up is critical. That means not reacting too quickly, but also not reacting too late. The most optimal time is to respond within a day – if that lead is actually ready to be reached.
So, this strategy requires a little research about your leads. Aiozium makes that easy by giving metrics on your contacts such as: whatever they’ve been looking at on your website, how often they’ve been seeing your website and content, what sort of content they’ve seen, and more. Combining this data with a timely follow-up should prove prosperous.