1. Segment Your Audience
The important initial step is assuring that every person who goes through your campaign is at the same place in the buying process so that they’re all nurtured together accurately. You don’t want to send someone at the start of the buying process content and calls to action that are intended for someone in the middle or end of the purchasing process. That’s a good way to lose a buyer.
Instead, you want to begin by segmenting out your leads by where they are in the purchasing process. You can perform this by building triggers based on opt-ins, by lead scoring, or even sending out a survey.
Lead scoring is giving your lead a score based on several factors: visits to your website, videos viewed (high level or in-depth), downloads of your free content, blog posts read, social media posts engaged with, webinars attended, etc. The more someone engages with your business, the more likely they are to convert a buyer.
You can build a full lead nurturing campaign, created to guide a buyer step-by-step through the purchasing process, then segment out your leads and place them anywhere they belong within the campaign.
2. Send Out Something Valuable
Next, you want to offer something of benefit to your buyers. Lead nurturing is a give-and-take sort of tactics. You can’t expect your buyers to just give you their email address, their time viewing your content, and eventually their money, without giving them something in return.
If someone signs up to get more information regarding your business on one of your landing pages, don’t instantly send them an email inquiring if they want a quote or a demo. Unless they were totally in the market to purchase (which a small percentage of people will be), they’re not going to reply to your email.
Instead, offer an ebook, webinar, or white paper with more further information about your business, what you do, and why it’s necessary. You want to take it gradually with your new leads. Metaphorically take them to dinner and tell them regarding yourself before you propose.
3. Create an Email Marketing Automation
Then you’ll send them through an automated email marketing campaign that claims FAQs, shares resources like blog posts and videos, and more, to stay top of mind and give valuable knowledge to all lead about your business.
Be sure that every email has an intention or a goal. You don’t want to put anything within your marketing funnel that doesn’t have a plan.
Each one of your emails should have the purpose of progressing your leads further down the sales funnel. So you want to give relevant tips and information but eventually, end with the purpose that they’ll become a buyer. Include some sort of call to action in every email, making your pitch stronger and more effective within each one.
4. Close Sales
Not each lead created is going to become a buyer. Studies have shown that over 80% of all leads will never convert into a sale. But lead nurturing is crucial to lowering that number, improving overall sales, and improving the amount of each sale.
Once you’ve built your lead nurturing campaign, particularly if you’ve done so using email marketing automation, your lead nurturing works on auto-pilot, and your marketing team doesn’t have to communicate with every single lead during the nurturing phase. This can save your business a ton of time, while still reaching those leads often enough to lead them further through the purchasing process.
You’ll want to check in on your email automation often to assure your value offers are still going the way they should. Every time your company plans a new webinar, white paper, ebook, video, etc. you should watch to see if it can replace an old email or benefit offer within your lead nurturing campaign. This maintains your automation up-to-date so that you’re giving out the most appropriate and current information to your leads.
There are different types of lead nurturing campaigns you can perform as well, but email marketing automation is one of the most popular. A few other types involve testing out push notifications on your website so that you can send alerts directly to someone’s phone or computer, SMS campaigns so you can send texts with updates and information, sending leads through landing page series with different offers on them, and more.
Although of how you prefer to run your lead nurturing campaign, one thing is clear: it’s not an option. Lead nurturing is required for your business. It can help you to close even more sales and get even more money.
A good buyer data platform like Leadspace can assist you with your lead nurturing tactics. By providing high-quality, clean data, Leadspace helps you find buyer trends and behaviours, recognise new markets, and get the most of the data you have available to you.