Managing and acquiring leads is a meticulous task for any business. But as a side product of lead generation, sometimes lead need to be nurtured to convert them into customers. Lead nurturing also needs time and effort just like lead generation. The entire marketing cycle is dependent on lead nurturing, generation and enrichment for better results. Lead generation or even lead nurturing aren’t about instant results. But both practices need consistent work over time. A proper lead nurturing strategy is essential to get those people to convert otherwise the purpose of lead generation is lost. Let’s have a look at how to formulate your lead nurturing strategy:
1. Making marketing and sales teams work together:
Marketing and sales teams often have conflicts and blame games. We’ve heard the saying that Marketing is from Venus and Sales from Mars- signifying the huge differences. To get your lead nurturing strategy done right, the first step is to align your marketing and sales so that there is no conflict. Firstly, get a clear idea about how to convey the meaning of what a lead is to both teams. There are two kinds of leads- marketing leads and sales leads and that is where the trouble comes in mostly. If a lead isn’t just ready to convert yet, they’re first sent to marketing first- I.e., they’re not ready to go through the sales cycle. If the leads are ready they’re simply sent to the sales for management in the CRM. There can be different definitions for both but the focus here is to be clear about how and where to send different kinds of leads.
2. Multi-Channel lead nurturing:
Using only one channel for your lead nurturing strategy can be really restricting. Earlier, only email marketing was used to target these leads and reach out to the few prospects genuinely interested. But, now with so many platforms and technologies available, one doesn’t have to restrict themselves to only one channel. Using social media channels in addition to several other available techniques can give your lead nurturing the much-needed boost. Now, marketers are using multi-channel lead nurturing strategies in new and innovative ways. These methods include automation, email marketing, digital marketing campaigns, targeted ads, personalized content delivery as well as social media outreach. But, to make sure your lead nurturing campaigns are on point, it is essential to make marketing and sales teams gel along and run well.
As different people prefer different kinds of content, it is better to first analyze and see what works best and channel your strategy accordingly. Use regular newsletters, PPC campaigns, blogging sections, and dynamic website content. Use your lead nurturing metrics to see what works and what doesn’t.
Webinars are powerful and efficient tools that can really help in your lead nurturing strategy. Inviting people who aren’t ready to convert just yet, to your webinars for further information regarding the company offers/events/products and so on can be really beneficial. Giving away papers, eBooks before the webinar can help in creating interest and be sure to remind your invitees time to time. Additionally, webinars serve the purpose of improving your engagement rates and can help in proper lead nurturing. Additionally, webinars can also help in increasing company awareness among both potential leads and leads in the sales funnel going through lead nurturing.
4. Targeted Content:
Using targeted content for the purpose of connecting with your audience is another great way to improve your lead nurturing strategy. Delivering targeted content to your audience using the data at your disposal will make people reply and convert more. This is because people do not want to see irrelevant offers, events they can’t be present in. This is rather irritating, but instead if you use targeted content based on search histories online activity, it can help in better engagement and conversion rates. With the advent of data based decision making ability, this is one of the best things to include in your lead nurturing strategy.
5. Personalized email marketing:
Email marketing can also act as a means of targeted content delivery. But, it is much more direct and therefore can be used more personally. By personally, we mean using personalization and segmentation as a means of carrying out efficient email marketing campaigns. Using segmentation and personalization can help in properly and personally contacting your email marketing lists. Moreover, employing simple changes like using the recipient name in the subject line and A/B testing your layout and email subject line can help in better opening and engagement rates. Using these techniques can furthermore improve your site traffic. This is because people are likely to check out your landing page from the emails out of interest.
6. Track, measure and analyze:
This step is perhaps the most important out of all. After putting in all the information and following the guide step by step you have to finalize them. Using tracking and analysis helps revealing whether your efforts are paying off and not. They let you figure out what to do next in case of errors, or what to keep doing for better results. Measuring any kind of metrics based on your efforts or anything at all that can be improved will help further. Therefore, it is important to use analytic. Measure how many leads you’ve been getting, how many convert after lead nurturing process and so on. Such things help in building a better strategy for the future.
Lead nurturing takes time and most importantly patience. Remember, leads enter the lead nurturing program only after they’re not willing to be customers immediately. These are people who’re probably just starting their search regarding something and lead nurturing can help you educate them. By educate we mean, handing them out information regarding the company’s products, offers, theme and so on.