- What is Lead Nurturing?
- 5 Best Practices for Effective Lead Nurturing
- How to Score Leads for Nurturing?
- How to Nurture Leads with Content Marketing
- How Marketing Automation Helps Nurture Leads?
- Major goals for Lead Nurturing
- Wrapping up
Lead nurturing is like trying to date the perfect match
You should remember this, a person isn’t going to commit with just a single impression alone or meeting you once.
Talking as of today, they’re in demand. They would explore all the options around them. They’ll need more convincing before going with you.
Showy website and a strong social media presence alone don’t impress modern users. They expect more. Because consumers have also seen everything, they know the clever tactics of the marketers. they’ll need more convincing before going with you.
Seriously, I don’t get that why businesses remain in so hurry, they readily jump to final sale by hitting the target once. It takes time to build trust, but so far it is seen, they are short-sighted and don’t know how to play the long game.
They expect more. Because consumers have also seen everything, they know the clever tactics of the marketers. They need assurance that you’re reliable and that you can continually provide value. The relationship needs to be nurtured.
What is Lead Nurturing
Lead nurturing has become an integral part of a successful marketing strategy – specifically when building relationships with potential buyers across multiple channels, even if they are not ready to buy anything from your store.
Let’s jump to some quick stats based on Lead Nurturing:
- On average, 50% of the leads in any system are not yet ready to buy (Marketo).
- Almost 80% of new leads never become sales (MarketingSherpa).
- Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost (Marketo).
- Leads who are effectively nurtured produce a 20% increase in sales. [Demandgen]
5 Best Practices for Effective Lead Nurturing
Your Lead Nurturing email campaign should be made more personal. Tailoring each email to the interests and behavior or even name and demographics of your leads and prospects.
Might be, you are using automation in your emails, but it shouldn’t look like automated or massy. I mean, you should avoid sending the same emails to all of your captured leads. This would take your leads one step away from you.
It’s a high time to think outside the box. Personalized emails are much much effective in driving sales at your store.
Ways to personalize your emails
- Segment your lists to target specific behavior or customer groups.
- Address your customers directly with their names at the very top of the emails.
- Do include their company information while sending emails
Educate According to the Buyer’s Journey
This is one of the most crucial steps in the sales journey, in which you are educating your prospects at every step of the buyer’s journey.
How to educate your buyers?
- Awareness phase: Include blog articles related to leads, interests, Provide them with the latest trends and industry statistics.
- Consideration phase: Invite them to a webinar about your product, perhaps a demo.
- Decision phase: Share customer success stories, product reviews.
If you are still not sure what type of content you should be offering your clients, Ask these questions from yourself: What kind of stuff they have downloaded? What pages have you visited?
Don’t Email Leads Every Day
Remain in touch with your prospects is important but have a check, are you seriously terrifying your clients with the flooding emails. This is the major reason for high unsubscribe rates.
Clearly, you don’t need to send emails to all your leads on daily basis rather than choose dates, have a pause, act wisely.
Set an email deliverability schedule, optimize it from time to time. It gives them time to digest the information.
Related: How frequently you should send emails to your subscribers?
Don’t Send Every Lead Every Email
As told above, you don’t have to send emails daily that will lead your prospects to leave you with a very strong reason. Similarly, sending every email to every ounce of person would also result in the same disappointment.
Avoid mass messaging and boycott ‘’One Fits All” strategy. There are various ways to segment your leads. Grouping of contacts on the basis of personal interests, behavior, demography or buying experience.
What should a good marketer do?
A good marketer should efficiently group your contacts on the basic customer segmentation strategy like RFM segmentation which helps your customers get fragmented on the basis of the order of purchase.
Start – NOW
The best time to start the lead nurturing is just by now. For example, Some companies start the lead nurturing as somebody subscribes to their blog posts. You can start nurturing individuals as soon as they express interest in any part of your business, even if it’s just your blog content.
How to score the Leads?
If you are looking to develop a lead scoring strategy, both sales and marketing go hand in hand, to find where exactly a particular lead resides within the brand’s buying model.
It acts as a backbone of a strong lead nurturing system because it identifies when and how to address each buyer with the most timely and relevant information sharing.
Have a look at the four dimensions of lead scoring business:
What is Lead Fit?
If you wonder how well a buyer matches the brand’s ideal prospect or usual buyer- this is lead fit. How fit is your lead to becoming your ideal customer? The data that will you collect will divide the list into Decision phases of figures into categories like this listed below:
You can easily pick this information using the website forms with gated content, or the subscriptions, or just by doing a search on google.
Where is Lead Interest?
How much the lead has shown the interest in your brand? Lead interest would tell you how attractive your brand is to a buyer and how much is he/she interested in moving to the next step of buying. Lead interest would be assessed by evaluating how much time is he/she spending on your site, or engaging in social media channels?
You need to assign the numerical values to the buying interest and behavior of those leads by performing track-on the online behavior of your leads.
How is Lead Behavior?
As the name suggests, you need to monitor the lead’s behavior more closely. Their behavior will tell you is he/she seriously interested in buying stuff from your store? Or is he just visiting your site to grab information?
What you will do is assign the lower values to the behavior like clicking through blog posts, and higher values to actions like downloading gated content or webinars.
Buying Stage and Timing
On what stage the lead is? The scoring for the buying stage helps you determine where a buyer is within the brand’s sales model. Score the buying stage is to line-up the behaviors with the top, middle, or bottom of your sales funnel. You may assign the higher values to the clicks on pricing sheets and product demos.
Nurturing Leads with Content Marketing
Lead scoring and content marketing shares the bone-muscle relationship. If the lead scoring is the backbone of a successful online marketing strategy, then content marketing is the muscle.
In today’s scenario where, the buyers have grown super cautious about the each and every click on the ads and postings, blog posts and even on the local advertisements, content marketing is becoming the best option for the buyers as to collect the right information about the brand they are following. Or the products and services they are going to avail.
How to do Content Marketing via email?
|Email marketing has an ROI of 4,300%.|
(Direct Marketing Association)
Email is the most preferred communication channel to market your products and services. It is considered the most direct method to achieve the most particular information to a specific lead, but the effective email marketing needs to be five things:
According to Marketo:
- Trusted – When your content will be well received in someone’s inbox.
- Relevant – Stop sending ‘flooding’ emails. Use customer segmentation to segment your audience, and send small, highly-relevant campaigns.
- Conversational – Don’t be talkative, be interactive enough to give your buyer the chance to respond. And consider your content in order to make sure your upcoming emails will surely leave the same impression as the last one.
- Coordinated – The emails should be well connected and linked in a way, the posting you are doing on social media and the actual website content should be well coordinated with the regular or periodic upgradations.
- Strategic – Opens rates and CTRs are good, but you want sales. The system you use for emailing content needs to be able to deliver some kind of ROI metric.
How to Market your content on your Brand’s Website?
Your website is your personal command base. Your website talks everything about your brand, it gives your visitor the first impression when he/she visits your palace for the first time to browse on what stuff you are working on.
Land into your lead’s mind with the powerful impression through your website with a good SEO Strategy.
According to the Research, critically, there are 3 areas of your website, that you should be focussing on in order to carry out the successful content, marketing strategy.
1. Strategic landing pages
68% of B2B companies will use landing pages to nurture new sales leads for future conversion.
The landing pages – the most essential part of the website. You need to develop the stronger landing pages which will be fully equipped with the use of keyword/user intent combinations, and that clearly speak of the topic of interest.
2. Blog posts
If you are developing good products and services without a good blogging strategy. Guys, Hold on! It is found, that brands who opt for blogs posts on their websites, experience 78% more site traffic and much more engagement. The branded blog is a key tool for keeping website content fresh and updated.
3. Resource Center
Imagine a space which contains all the valuable information. Yes, em’ talking of an online library which acts as your brand’s resource center and collects all of your content on every topic, organizes it, makes it a good resource for overwhelming user experience.
Social media for Content Marketing
Social media is a ready-made B2B lead generation tool – which is why you need to be using it today. And it’s the best tool to nurture the leads.
Content marketing on social media is the best way to convey the information as well as market it.
- Inbound is not the limit.
- Always add value.
- A good content and solid offers.
- You will need a strong CTA.
- Never forget that social is a two-way street.
- Peer-to-peer sharing is the best way to get your message heard.
How Marketing Automation Helps Nurture Leads?
Marketers say that the biggest benefits of automation are saving time (74%), increased customer engagement (68%), more timely communications (58%) and increased opportunities including up-selling (58%).
Clearly, I would say an active marketer can clearly handle a dozen employees. It sounds clearly okay for a small marketing team.
But what if the number increases and dozen becomes a score and then counting on hundreds and thousands and team size remain same.
You need more than 50 leads in your funnel to keep growing. A problem!
I personally, suggest to you that this is something that comes naturally to your business, wherever you start working and working – growing simultaneously. The work increases, tasks get incremented.
And you typically get surrounded by the series of repetitive set of work, which you as an entrepreneur, hate to do, yet you do.
Here comes the Marketing automation!
A technology solution that allows brands to streamline and automate their marketing efforts across various channels, to improve efficiency and drive more sales.
A New Dawn with Automation
Automation comes up as a boon to the whole culture of email marketing which incorporates the path of – ‘the right message to the right person at the right time’. When you create campaigns that connect your related audience, this will definitely improve your conversion with scaling heights.
Targeted emails will assist you to magnate at the right time which is considered as most peak time to get your emails clicked.
Contrary to this, email automation provides with an upper hand by creating campaigns and that’s it your work is done.
Well, with the heck of this, you can concentrate on your core business and while your leads are busy with targeting and persuading to convert into positive leads.
Your workflows get automated, the timeline gets organized and you started focussing on those things that actually make sense for your business.
Automating a workflow helps to align all of your marketing efforts, and makes sure that each lead receives what’s relevant! Rather than what scheduled.
You can easily segment your audience with RFM segmentation with effective tracking of leads with ROI. and there is lots more stuff you can do as a marketer to make your business land to the new heights.
You can easily monitor the customer’s journey and hence produce more personalized content for your audience. Which helps in nurturing your leads much more efficiently and smartly than before.
they’ll need more convincing before going with you
Major goals for Lead Nurturing
- Accelerate conversion rate
- Increase the number of opportunities entering the funnel
- Generate more warm & happy sales-ready lead
- Curate segmentation of prospects
Lead Nurturing is all about nurturing the leads with the smart content and smart products and services you provide. Since you have fairly collected the leads but leave them in the middle of the ground to ponder. That’s perished.
So, in this blog, you have successfully gone through all the basic aspects of lead Nurturing as well as you also got information about lead scoring and how to score leads? How to nurture them and how content marketing and marketing automation helps in lead nurturing. And what are best practices of lead scoring?
Your ultimate goal is to get the hottest leads and nurture them to become your customers and well as brand advocates for life.