NURTURE YOUR LEADS LIKE A PRO
Leads nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need. Effectively developing leads in today’s buyer-driven marketplace means establishing and nurturing buyer relationships with a strategic lead scoring system, and then filling out that framework with a thorough content marketing plan.
Your lead nurturing email campaigns should be personal. Tailoring each email to the interests and behavior or even name and demographics of your leads and prospects, makes it resonate that much more. Your emails should never appear automated or like a mass “blast.” Think outside the box. Consider addressing your emails from various departments in your organization, such as a member of your sales team, your founder, or a department that will help you close a sale. Personalized emails are extremely helpful towards the end of a leads sales cycle.
There are a few prerequisites for using targeted content for lead nurturing. First of all, you need to understand each of your unique buyer persona. Of course, you then need to create an assortment of targeted content designed to nurture each of your personas based on their interests, goals, objectives, and marketing triggers. Lastly, you need to have a marketing automation platform in place to help you identify, segment and target your unique buyer personas as you scale your inbound marketing strategy.
RESPECT THE BUYER’S JOURNEY
One of the most crucial steps in closing the sales cycle is educating your prospects and giving them the information they need in their current state of the buyer’s journey. If you only send one lead nurturing email, this should be your main objective. In the Awareness phase you should include blog articles related to leads, interests and provide them with latest trends and industry statistics. In the Consideration phase you should invite them to a webinar about your product, perhaps a demo. In the Decision phase one of the most effective action is to share customer success stories and product reviews. Not sure what type of content or information you should be sending your prospects? Ask yourself; what did they already download, what pages do they visit the most, what are they talking about on social media sites, and have you identified any of their pain points? Compare this information to past prospects to develop hypotheses on what they need to do or know next if they were moving towards a purchase. You’ll also want to include offers in your lead nurturing emails. When you do, you provide prospects the opportunity to reconvert and tell you more about themselves./vc_column_text]
TRY A MULTI-CHANNEL APPROACH
Today, marketers like you are looking for new lead nurturing tactics and technologies that go beyond the limits of email. With the help of powerful marketing automation platforms, savvy marketers are now executing multi-channel lead nurturing strategies. Effective multi-channel lead nurturing most commonly involve a combination of marketing automation, email marketing, social media, paid retargeting, dynamic website content and direct sales outreach. Because there are so many tactics involved, to execute this properly, you really need to ensure that your sales and marketing teams are well aligned and working cohesively.