The primary objective of marketing campaigns is to reach people in your target market. Your campaigns are aimed at connecting with these people and getting them interested in your product or service offerings. When these people show interest in your offerings, they become leads.
These leads do not necessarily convert immediately. They have interest and probably need more information, but are not ready to commit to a purchase. This is where lead nurturing comes in.
Basically, lead nurturing is how you relate to people in your target market after they become leads, to get them to become customers. It allows you to further focus your efforts on the most promising leads, guide them to the end of the buyer’s journey, and transform them into customers. Nurturing leads enables you to build relationships with prospects, and furnish them with the information they might need to facilitate their buyer’s journey.
So, the big question is, “How do you nurture leads?”.
Through Marketing Automation, you can run a successful lead nurturing program. You can get lead generation and nurturing tools from a robust Marketing Automation solution that will help you qualify and convert more leads in a faster manner.
From the moment you generate a lead to the time they transform into a loyal customer, marketing automation helps you see to it that they get optimal customer support that is tailored to their needs. It typically comes with various customer engagement options like chat, text messages, emails, push notifications, etc.
If you need professional help with nurturing your leads, schedule a discovery call to speak with a specialist.
Lead Nurturing with Marketing Automation – Best Practices
Below, we have provided tips on some of the best practices for nurturing leads with marketing automation.
Reach buyers on multiple channels
Merely putting your message out there is not enough. You have to target specific communication channels (email, social media, mobile devices, etc.) where your leads spend the most time. These channels can vary based on a number of factors, and you should look to identify and cover all channels relevant to your business.
Use lead segmentation
At any point in time, your leads are at different points in the sales funnel, signifying their different needs. At these points, they all have different intentions. For example, if you are an electronics sales and repair business, some leads may be looking to get information on purchasing a new refrigerator, while others may be looking to get information on a television repair.
Marketing automation solutions usually have this information available about a lead. Leverage this information to create highly targeted email nurturing lists rather than merely sending the same email blasts to all of your leads. That way, you are providing your leads with content that address their unique needs at the appropriate time, not just random information they don’t need.
Prospects, and customers alike, are more likely to open and read the content of a personalized email. It gives a special kind of feeling that someone took time to create an email just for them.
Personalization means you are using information about a lead to customize the content you send to them, and this is a great practice under lead nurturing. This can be done by adding a customer’s name, past purchases, location, or any other details that are pertinent to them in the subject line and the email body. This technique has been proven to be more effective than sending generic-titled emails.
Usage of personalization techniques is not only restricted to emails; they are applicable to other forms of marketing too.
Leverage content marketing
At the initial stage of lead nurturing, be careful not to overwhelm your prospects. You should slowly build their trust in your brand by creating and leveraging captivating inbound content in your nurturing campaigns. This can include blog posts, webinars, infographics, social media posts, and other forms of content that solve common problems for your leads.
The idea is to come off as being genuinely interested in providing solutions to their problems, rather than simply wanting to sell your products. This way, you’ll be their first choice – ahead of your competitors – when they need to make a purchase.
Always include simple and clear Calls To Action (CTA)
Whether you will convert a new lead or lose them can boil down to the nature of your Call To Action (CTA).
You should have a clearly obvious CTA in your email or landing page, and it should point towards the next step in the lead’s journey. For someone closer to conversion, “Buy Now” is a more appropriate CTA than “Check it out!”, which is more suited for a lead at the top of the funnel.
CTAs will let your leads know exactly what they need to do next, and how to go about it.
These tips we have provided on successfully nurturing leads with marketing automation are by no means exhaustive. Every customer base features different people who favor different methods of communication. A great way to figure out what works best for your target audience is to keep testing. Through patterns of engagement and conversion, you will know what is working and what is not.
If you wish to start nurturing leads with marketing automation, get in touch with Reas Marketing. We are a full-service email and marketing automation agency with ample years of experience in lead nurturing.
Our certified team implements effective lead nurturing campaigns by taking the time to get to know your business and target audience, and creating a tailored plan that fits your business needs.
Get in touch with us today to speak with a strategist!