So you’ve optimized your website, created amazing content, marketed your deals on social networks and business websites, and leveraged web traffic into some hot prospects.
Are you tempted to call each one of them?
Don’t pick up the phone just yet: According to statistics, 73 percent of your prospects aren’t sales-ready when they’re first acquired, so presenting your sales presentation at this stage may turn them away.
What you need is a well-thought-out lead nurturing plan that keeps those prospects warm while also keeping your company at the forefront of their minds. While social networking, CRM software, and other technologies may all be used to nurture leads, we’ll focus on the one that’s perhaps the most effective: Email.
What Is Lead Nurturing and Why Is It Necessary?
Lead nurturing is the strategy of delivering extra, pertinent information to prospects to organically move them down your sales funnel toward a purchase commitment. To be honest, such a definition may appear a little, shall we say, vague? The reality is that lead nurturing procedures are all about relationship development.
Consider lead nurturing to be the courting period of a buyer’s journey – the time spent developing a connection and credibility before fully committing.
Nurturing is your time to not only make a strong argument for why your product or service is the best option but also to establish confidence in your firm’s capacity to deliver. It’s your opportunity to broaden your statement by teaching leads about all aspects of your solution, comparing your goods to contenders’, conveying your market edge, displaying credible case studies, and demonstrating your team’s competence and care — all the information your leads need to conclude that not only is your product or service the one for them, but that your team is the driving force behind it.
Essential Elements of Lead Nurturing Campaign
1. A campaign objective
When designing a lead nurturing campaign, the first thing you should consider is your objective. Assume you work for an insurance firm and want to sell more vehicle insurance plans to new couples. Once you’ve defined that objective, you can create a nurturing campaign that offers appropriate, increasingly more in-depth information on the issue on a routine basis to prospects who have expressed an interest in car insurance. You can generate excellent content and campaigns to fulfill those demands since your company development plans will include a range of targets and KPIs based on classifications of your clients’ product needs and life phases. When it comes to targets, make sure you can track your success with specific outcomes, such as collecting 25 marketing qualified leads or a particular amount of closed sales per campaign.
2. An impactful Persona
It’s difficult to provide quality content when you don’t know who you’re writing for. This is when the prospect persona comes into play. A persona is a semi-fictional depiction of your target audience that you develop to assist you in “flesh out” and sympathies with your best prospect. It details their demographics (age, household income, interests, education, and so on), business, occupational function, problems, common issues, barriers, requirements, purchasing patterns, and so on. Depending on your business or brand and its applications, you may need to create and market more than one persona. Segmentation is one of the finest practices for nurturing leads. It may be done by each stage of the buyer’s journey and by sector, or by cycle and type of employment, or by all three.
With a properly defined persona as your goal, you have a better idea of how to approach your top prospects and the challenges they require help with. You’ll also have a better idea of the sort of case you need to build for your item or brand. Knowing that your persona’s budget is severely constrained due to budget cuts, for example, will help you focus your content on product benefits such as cost savings, improved efficiency, or longer life.
Having a persona to “talk to” allows you to successfully concentrate your material throughout the nurturing cycle and develop an argument (and confidence) that leads to a relationship.
3. The Appropriate Content
It is important that the content offer you provide following the lead’s first conversion is connected to that initial download and progresses from broad to particular interest.
If your lead’s initial download is a tip sheet titled “10 Ways To Save On Auto Insurance,” you should follow up with relevant content using an auto insurance lead nurturing strategy. Don’t change the subject to business insurance, even if you’re more ready to market such products. This will not only confuse the receiver with unrelated material but will also erode confidence and may result in the dreaded unsubscribe button being clicked.
4. Timeframe for nurturing a campaign
A lead provides you with their contact details, including an email address, to obtain the first piece of content you provided. You’re now ready to utilize that address to send emails marketing another piece of relevant material, emphasizing yet another credible case for them to purchase the product or service they’re interested in. To determine the best time to deliver these follow-up content offerings to your prospects, you must first understand your sales cycle.
Higher-priced purchases, such as capital equipment, generally have longer sales cycles than commodity items. This sort of investment may necessitate an appropriations application that contains a return on investment (ROI) or repayment study. In establishing the structure and pace of information, the marketing layout must match how the buying decision is taken. This might imply adding additional content offerings into the process, extending the duration between communications, or both. Undoubtedly, marketing that will last 6–12 months will have a different structure than marketing that would last 4–6 weeks.
That is why it is essential to understand your different customer personas as well as the decision points in the buyer’s journey. Relationships develop when a prospect believes and trusts that you understand them and the world in which they live and work through the content you provide and the speed you establish.
5. A method for measurement and improvement
One advantage of nurturing is that it enables prospects to “vote” and demonstrate what they’re most keen on by downloading and viewing content. Content that is not seen frequently, on the other hand, is most likely underutilized. Monitoring your content performance indicators helps you to boost the effectiveness of your campaign. However, you can only do so if you track each campaign and its content.
If you use an inbound marketing software platform like Aiozium, you’ll get real-time statistics on every email you send and piece of content you push, including when it was viewed, who saw it, what that lead’s next download or action was, the duration between visits, and so on. You may also monitor the efficacy and conversion rates of email subject lines and calls to action. If you see that particular words create greater action, you’ll know you’ve touched on the prospects’ pain points.
According to research, nurturing your leads by keeping them engaged with your content regularly helps to move them along the sales funnel. All the while, you’re proving your worth, earning credibility, and cultivating relationships. Use these suggestions to define your objective and begin providing prospects with the information they require to make a buying decision!