As more businesses use inbound marketing to acquire leads, the benefit of having an efficient lead nurturing plan becomes obvious. In most situations, only a tiny number of your inbound leads will be inclined to order right away, leaving up to 90% of your inbound leads on the table.
Developing a successful lead nurturing plan may have a significant influence on the outcomes of your inbound marketing approach, including customer satisfaction, customer retention, revenue, and other factors.
What is Lead Nurturing?
Lead nurturing is the practice of engaging potential clients with relevant information at each level of the sales funnel to gain their business at the end.
Lead nurturing is all about understanding customers’ requirements and providing them with information that appropriately answers their worries about the goods and services supplied by a certain company. To effectively nurture sales leads, marketers should create content that positions their businesses as the preferred option among competitors in the same category. Marketers substantially increase the likelihood of customers acquiring a good or service from their companies when the time comes to buy by raising the profile of a company in the minds of a prospective client.
How to Nurture Leads
Nurturing leads entails deliberately connecting your intended customers by providing key data, assisting them in whatever way they require, and retaining a feeling of pleasure throughout the buyer’s journey.
Nurturing leads is integral to the survival of your organization since these methods have a significant influence on a client’s choice to convert into a paying customer. Leads may be nurtured in a variety of methods, including tailored content, multi-channel nurturing, numerous touchpoints, timely follow-ups, and customization.
Given the obvious rewards of lead nurturing, marketers may find it difficult to develop an effective plan around it. According to the 2019 Lead Nurturing & Acceleration Survey, 60% of participants said their nurture program was underperforming.
There is a big potential for smart marketers to adopt successful lead nurturing tactics and obtain a competitive advantage.
7 Incredible Lead Nurturing Strategies
1. Make use of tailored content
One size does not fit all when it comes to lead nurturing. According to the study, carefully nurturing your leads with compelling content can increase outcomes substantially.
Begin by learning about each of your distinct buyer personas. Then, depending on your personas’ traits such as preferences, aims, targets, and marketing triggers, develop a collection of customized content to nurture each of them.
As you grow your approach, you should also have a marketing automation tool, like Aiozium, in place to assist you in identifying, segmenting, and targeting your distinct buyer personas.
2. Make use of multi-channel lead nurturing strategies
Most lead nurturing methods used to entail creating a basic email drip campaign that sent out basic emails to a list of leads.
Marketers like you are seeking new techniques and technology that involve and go beyond email nurturing today. Savvy marketers are now implementing multi-channel lead nurturing methods with the aid of sophisticated marketing automation systems.
The most popular source of effective multi-channel leads is a blend of marketing automation, email marketing, social media, paid retargeting, dynamic website content, and direct sales solutions. As there are so many strategies involved, you need to make sure your sales and marketing teams are well connected and consistent to implement these correctly.
3. Concentrate on multiple touches
While buyers’ journey may be pretty distinctive for every product and service, a study has shown that prospects will receive 10 marketing touches on average, once they become conscious of their businesses till they turn into clients.
As you might expect, the most effective lead nurturing methods provide material that assists prospects in progressing through the buyer’s journey by answering frequent issues and problems. Consider how you can nurture your prospects into customers using a combination of content formats such as social media, blog posts, whitepapers, interactive calculators, or even direct mail, in addition to email approaches.
4. Follow up with leads as soon as possible
Although the merits of timely follow-up calls appear to be obvious, most companies are still slow to act.
While automated lead nurturing can help you contact a huge number of leads, a timely follow-up email or phone call is typically the most effective method to turn incoming leads into qualifying sales possibilities. This is because the chances of turning a lead into a sales opportunity increase significantly when the lead is reached promptly following a website conversion.
It is considerably more successful than any volume of cold calling to make a timely, well-planned contact to an inbound lead. Based on their previous browsing activity, you know exactly what the prospect is looking for — moreover, you have enough information on the prospect to do some preliminary research on the organization they work for and their job within the firm.
5. Send out customized emails
Email marketing remains a highly successful lead nurturing technique — and customization of those emails produces better outcomes. According to Accenture research, 41% of customers moved firms owing to a lack of customization.
There are several strategies to tailor emails to optimize your lead nurturing approach. You may send triggered emails when a user completes an activity, such as downloading your gated material, clicking on links in your emails, visiting specific pages on your website, or demonstrating a high degree of involvement.
When you combine the power of marketing customization with the ability of contextual-driven emails, you can provide the appropriate marketing information to the target individuals at the exact right moment.
6. Make use of lead scoring strategies
For those unfamiliar with the term “lead scoring,” it is a technique used to rate leads on a range that indicates the perceived value each lead provides to the company.
Most marketing automation solutions provide lead scoring by giving numeric values to specific website browsing patterns, conversion events, or even social media interactions. The resultant score is used to decide which leads should be promptly followed up with by a sales professional and which prospects should be nurtured further.
7. Align your marketing and sales strategy
Lead nurturing methods are more effective and client retention rates rise when sales and marketing work together.
For both sales and marketing to assist to lead nurturing, define the precise stages in the buyer’s journey at which prospects should be moved between teams – to do so, examine multiple factors such as lead scoring, workflow enrollment, and conversion events.