Why every business needs to nurture their leads
The majority of visitors to your site are not ready to make a purchase.
The lead must be made aware of their problem, and then know what solutions are available to them. They must then understand that you are the best solution for their problem.
Better conversions and customer relationship
Trust is the foundation of every relationship. By nurturing your leads, you can gauge their reaction to your content and marketing strategy, and adjust accordingly.
You will receive feedback about your brand through analytics, survey responses, direct messages, and social media comments.
Find segmentation opportunities
Listen to your prospects and find ways to categorize them using different criteria.
Audience segmentation means dividing your audience into smaller groups so you can target your message more effectively and increase your chances of converting each prospect into a customer.
For example, Neil Patel suggests that users who have a limited budget may receive a shorter phone call than those with a larger budget.
If you run an SEO agency, you can send low-budget prospects to an SEO audit tool or low-cost SEO masterclass.
However, if the prospect has a medium or high budget, you can offer them your SEO agency services.
Lowers cost and improves revenue
Lead nurturing can reduce costs in many ways. For example, by targeting leads that clicked on your product page but have not yet made a purchase, you can capture additional sales. As a result, you are reducing the cost-per-customer acquisition.
Even after a sale is made, it is important to continue to nurture the lead. This can be done by cross-selling or up-selling to the customer. By doing this, you increase the customer lifetime value, which in turn increases revenue.
A business with a strong back-end system for nurturing leads can spend more money on advertising or content marketing than its competitors. This will result in the business capturing more leads, as it knows that the backend funnel will convert them into customers due to the higher-than-average customer lifetime value.
8 Best Practices and Tactics to Create Effective Lead Nurturing Process Campaigns
You will need to make some changes to the way you collect data in order to make your lead nurturing process successful. Here are some strategies to help you do this.
- Be Personal When Nurturing Your Leads
If you’re trying to nurture a lead, personalization can be a great way to make a connection.
When you become close with someone, you generally share information about your lives with each other, use each other’s names often, and feel empathy for each other when either of you are experiencing difficult times.
The best marketing copy makes each person feel like they are the only one on your email list.
Hi, my name is John and I am a professional basketball player. I have been playing basketball for as long as I can remember and it is my passion. I have always wanted to play in the NBA and I am finally getting my chance. I am grateful for the opportunity to play in the best basketball league in the world and I am determined to make the most of it. Hello, my name is John and I’m a professional basketball player. Basketball has been a part of my life for as long as I can remember and it’s my passion. My dream has always been to play in the NBA and I’m finally getting my chance. I’m grateful for the opportunity to play in the best basketball league in the world and I’m determined to make the most of it.
You should always include your lead’s name at the top of each email you send them. By personalizing your emails, you can show your leads that you care about them and are interested in building a relationship with them. It’s important to personalize your emails to your leads by including their name in the beginning. This shows you’re interested in building a rapport and lets them know you care about them.
While Shakespeare is well-known for his works, people generally prefer to hear their own names instead.
When you use a lead’s name in your email, it shows that you care about them and the email feels more personal.
You can use names in your email subject lines, as well as in the body copy. You don’t need to use it multiple times, as that can come across as gimmicky, but once or twice shouldn’t be a problem.
Market to your leads more effectively by adding information about their lifestyle, location, company, and activities into your sales and marketing processes. Use information about your lead’s lifestyle, location, company, and activities to more effectively market to them. This information can be added into your sales and marketing processes.
You can further personalize your emails by using modern email service providers. For example, if you are marketing to a B2B lead, you could include the company name and business URL in the email.
The location of a lead can be used to help generate sales. For example, asking a lead in Las Vegas, Nevada what would be the best product for them might be effective. The wording should be adjusted to match the brand messaging.
If you know that your lead signed up for your list from a page on sporting goods, you can mention active lifestyles, exercising, and other relevant and contextual information in your email to them. This will help to personalize the email and make it more relevant to their interests.
- Do Not Spam Your Leads
Most marketers agree that you should email your leads at least once a week.
or “Plan your next hike with us!” I gave my email address to an e-commerce store that sells men’s hiking gear, but I quickly regretted it. I would get emails from the company multiple times a day, with subject lines that were always trying to sell me something.
I immediately unsubscribed and decided not to spend any money on that company.
- Use Your Lead Nurturing Emails to Educate Your Leads During the Buyer’s Journey
Many people believe that education is not as important as it used to be because of the DIY culture and the ease of finding information on the internet.
We’re always looking for new information so that we don’t waste our money on the wrong thing. We also get a sense of achievement from learning.
You will be respected a lot by your audience if you are willing to share your knowledge with them freely. Also, it is a great way to take care of your leads and help them progress through the buyer’s journey.
The buying cycle can be broken down into three main phases: awareness, consideration, and decision. I recommend focusing on these three phases.
He then becomes aware of your specific product or service. This is the first stage of the buyer’s journey, when they become aware of your company and realize they have a problem to solve. They go online to research solutions and come across your specific product or service.
A potential customer may find your website through a Google search. Once there, they may read your articles and see a signup form.
Boom! You have a lead.
The customer is currently in a state where they are not ready to make a purchase; instead, they are looking for information on the product.
You should send emails to this part of your email list that contain links to your blog articles, special advice, and other educational information. This will target people who are new to your industry or don’t have much knowledge about it.
Now the buyer begins to evaluate which of these solutions is the best one. The buyer considers which product or service is the best solution for their problem or goal.
If you want to be successful at this stage, you need to focus on comparisons. You need to convince your potential customers that your product or service is better than the competition. To do this, send emails that not only mention the competition, but also show how your product or service is better.
Now is the time to send educational emails to people who are more aware of what is available to them. They may be familiar with the general options, but may not know all the details needed to make a specific decision. Help them out by providing that information.
It is almost time for your prospect to make a decision. They have recognized a problem or goal, discovered multiple solutions, and are now deciding which one to choose. You just have to provide the final push that tips the decision in your favor.
What will motivate your prospect to buy now?
Offers like discounts and free shipping codes are most effective during the decision or conversion phase, when you want the customer to stop thinking and comparing and make a purchase.
- Start Your Lead Nurturing Process Campaign as Soon as Possible
Nowadays, people are less patient and want everything immediately.
Customers also want to hear from brands quickly. While spamming customers is not ideal, it is important to get in touch with them soon after they subscribe. Sending an email right away can significantly improve your relationship with that lead.
Your welcome email should be thankful and positive. Thank the lead for signing up to your email list and give them a preview of what you have in store for them. Set their expectations so they know what to expect from you.
- Segment Your List to Target Specific Groups at a Time
I talked about the awareness, consideration, and decision phases above. As I pointed out, consumers in these phases have different needs. For example, someone who is just becoming aware of a problem will want basic information about it. Someone who is considering a solution will want to know more about how it works. And someone who is ready to make a decision will want to know about price and availability.
If you segment your email list, you can send emails with the right message to the right people at the right time. This way, you are more likely to reach leads who are interested in what you have to say.
You may want to segment your email list even more depending on your business. For example, you may have two different products that target different consumers. Having separate email lists, further segmented by position in the buyer’s cycle, can help you send more targeted messages.
- Find Out What Your Leads Pain Points Are and Create Awesome Content About It
Everyone experiences difficulties and problems in life.
A lack of effective communication channels for internal collaboration can be a real pain point for businesses. Luckily, there are products like Slack or Asana that can help solve this problem.
The areas where your potential customers feel pain are the areas where your product can help. Think about how your product can make life easier for customers, how it can improve their lives, give them more opportunities, or entertain them.
Don’t discount boredom as a problem. There’s a reason Netflix is successful.
Once you’ve identified specific pain points that your audience is experiencing, address those topics in your content. How-to articles and listicles (articles with lists of strategies, tools, or other items) are both effective ways to do this.
Include links to relevant content in your emails to leads. This will show them that you are willing to help them and that they can count on you for valuable information.
- Do Not Rely 100% on Email to Nurture Your Leads – Use Multi-Channel Lead Nurturing
Email marketing is an excellent way to cultivate leads. You can communicate directly with prospective customers through email.
Although focus on lead nurturing is important, a multi-channel approach is more effective.
Other channels through which to nurture your leads include:
- Social media
- Blog posts
- YouTube videos
Each of these channels exposes you to a new audience. People who never read blog posts might instead watch your videos. Those who disdain social media could discover your text content.
The goal is to get attention from as many people as possible. Provide helpful content to leads to keep them coming back for more.
- Align your sales and marketing team
Most companies have a marketing and sales department that act independently of each other, which can lead to inefficiencies. Having both departments work together more effectively can be achieved by viewing the customer journey as one process.
It’s critical that you have tools in place so that information about the customer is being shared at every stage of the process.
The Encharge software allows you to connect different sales and marketing tools. For example, if a potential customer has watched a webinar and received the series of automated emails you’ve sent, the customer might then book a demonstration with your sales representative. Encharge can help automate this process by moving the prospect to the right stage of the deal, sending automated reminders to the sales team, and more.
This means that you can use lead scoring to help improve communication and coordination between your organization’s sales and marketing teams.
The marketing team should identify the potential customers that are most interested in your product and inform the sales team to follow up with them.
This means that if a potential customer visits your pricing page, it’s likely that they’re interested in purchasing your product.
Tips to succeeding with lead nurturing strategies
Lead nurturing doesn’t happen overnight.
Almost half of all marketers believe that their current lead nurturing strategy could be improved.
If you want to be successful, here are some tips to get you started.
- Be omnipresent
As Grant Cardone says, “Businesses die in obscurity.”
Are they the most popular? Absolutely. Coca-Cola is a very recognizable brand all over the world. while they might not have the best tasting drink, they are very popular.
The key to converting a prospect into a customer is to become omnipresent in their life. Use pixel tracking to appear on their Google search engine and across their social media feed. The benefits of omnipresence will help close the sale.
You will come to mind first when the prospect is ready to buy.
This will help to improve your brand authority so that customers will see you as the go-to expert in your industry.
- Personalize campaigns with lead scoring
Lead scoring is a way to figure out how likely it is that a person will want to buy what you’re selling.
The best way to get leads is to prioritize the most important attributes to you and assign numerical values to them. This includes:
- Unsubscribing from your email list
- Cancels an appointment for a demo
- Is a competitor
You’ll want to tailor your lead scoring system to what’s most important to you. For example, you wouldn’t want to give a point for every email opened, since that’s not a accurate predictor of whether a prospect will buy.
However, certain actions should warrant extra points, such as signing up for a trial, scheduling a call on Calendly, or meeting your company size requirement.
- Monitor metrics for lead nurturing emails and flows
An effective lead nurturing strategy must be tracked and evaluated with metrics in order to be successful.
You can’t tell how successful your campaign is without measuring it.
You should consider testing different elements of your emails to see what leads to improved open and click-through rates.
A small increase in open rate can have a big impact if you have the right audience on your list. In this example, a 10% increase in open rate for a list of 10,000 people results in 1,000 more email opens. That means 1,000 more relevant leads will see your message.