1. Leverage targeted content.
When it comes to lead nurturing, one size surely does not fit all. As the analysis proves, strategically nurturing your leads with targeted content can significantly enhance results.
Start by working to understand each of your different buyer personas. Then, build a variety of targeted content designed to nurture each of your personas based on their characteristics like interests, objectives, goals, and marketing triggers.
2. Use multi-channel lead nurturing techniques.
In the past, most lead nurturing tactics included setting up a simplistic email drip campaign that would send out generic emails to a list of prospects.
Today, marketers like you are looking for unique strategies and technologies that include and go beyond email nurturing. With the help of powerful marketing automation platforms, savvy marketers are now performing multi-channel lead nurturing strategies.
Efficient multi-channel lead nurturing most usually includes a mixture of marketing automation, paid retargeting, email marketing, social media, dynamic website content and primary sales outreach. Because there are so many tactics included, to execute this accurately, you need to assure that your sales and marketing teams are well aligned and working cohesively.
3. Focus on multiple touches.
While the buyer's journey for every product and help can be pretty different, research has recommended that on average, prospects get marketing techniques from the time they become aware of your company till the time they turn into customers.
As you can assume, the most prosperous lead nurturing tactics deliver content that benefits prospects progress through the buyer’s journey by approaching common questions and concerns. In addition to email strategies, examine how you can use a mix of content types like social media, whitepapers, interactive calculators, blog posts, or even direct mail, to nurture your prospects into buyers.
4. Follow up with leads on time.
The advantages of prompt follow-up calls seem very evident, but most businesses still aren’t acting very immediately.
Automated lead nurturing can help you reach large groups of possibilities, but a timely follow-up email or a phone call is still often the best way to turn inbound leads into qualified sales possibilities. That's because the benefits of converting a lead into a sales opportunity are exponentially higher when the lead is communicated quickly following a website conversion.
When you get a timely, well-planned call to an inbound lead, it’s far more efficient than any volume of cold calling. You know specifically what the prospect is researching based their current browsing behaviour — plus, you have sufficient data about the prospect to do some initial analysis about the business they work for and their role within the company.
5. Send personalized emails.
Email marketing remains to be a highly efficient strategy for lead nurturing — and the personalization of those emails tends to provide better results. Research by Accenture found that 41% of customers turned businesses due to a lack of personalization.
There are several ways to personalize emails to increase your lead nurturing tactics. You can send triggered emails when a visitant performs an action like downloads your gated content, visits certain pages on your website, clicks on links in your emails, or demonstrates a high level of engagement.
When you combine the skill of marketing personalization with behaviorally triggered emails you can deliver the right marketing messages to the right audience, at accurately the right times.
6. Use lead scoring strategies.
For those who are new to the concept of lead scoring, this methodology is utilised to place prospects on a scale that describes the observed value each lead represents to the business.
Lead scoring can be performed in many marketing automation platforms by allowing numeric values to specific website browsing behaviours, conversion events, or even social media synergies.
The resulting score is utilised to decide which leads should be followed up with immediately by a sales rep and which leads need to be nurtured more.
7. Align your sales and marketing strategies.
When sales and marketing align, lead nurturing tactics are more prosperous and consumer retention rates increase.
For both sales and marketing to provide to lead nurturing recognise the exact points in the buyer's journey that prospects should be transitioned between duos — to do so, consider various triggers like workflow enrollment, lead scoring, and conversion events.
The shared expectations, abilities, and goals for this cross-team collaboration should be described in a sales and marketing service level agreement (SLA). Designing a SLA will help the two teams hold each other responsible for turning leads and efficiently nurturing them into paying consumers.