Lead nurturing is defined as the purposeful process of engaging a defined target group by providing relevant information at each stage of the buyer’s journey. It’s all about making an effort to move prospects through the process, from where you acquired them to them becoming paying customers.
Studies have shown that there is an average of a 20% increase in sales opportunities from nurtured leads in comparison to non nurtured leads
Lead nurturing is essentially all about understanding your prospects and guiding them through a process that educates, informs and entertains them. Lead nurturing is there to benefit your prospects as well as be of benefit you.
So what are the most effective lead nurturing tactics?
Targeted content is important in any strategy. It’s essential to produce and deliver content that is specifically targeted towards your target audience or prospects, as this way you’re producing content that you know they’ll enjoy and will attract their attention.
“Leads nurtured with targeted content produce an increase in sales opportunities of more than 20%”
To send out targeted content you will need to understand all of your buyer personas. This means defining all of your unique personas within your target market; from age, gender and location to their interests, goals and objectives. All of these factors will then help you build up content that is targeted specifically towards each of these unique buyer personas, which you can then send out in any way you deem suitable to those people. Targeted content will also vary dependant on what stage people are in the buyer’s journey.
You’ve got to think carefully about everyone in your audience or potential audience and send out relevant content to help them progress further towards becoming paying customers.
Multi Channel Lead Nurturing
This particular tactic is more about where lead nurturing is effective and what you can experiment with for your lead nurturing.
The vast majority of lead nurturing campaigns in the past have all focussed on sending out automated email campaigns to the various audiences.
However, four out of five marketers say their email open rates don’t even exceed 20%
While automated emails for lead nurturing can work for some, it’s widely believed that multi channel lead nurturing is more effective.
Multi channel lead nurturing means you’re not restricted to just an email platform. You can combine email marketing with social media, paid advertising, websites, and so much more.
Timely Follow Ups
In business, it’s all about communication and providing great customer service. This great customer service, especially for lead nurturing, should come in the shape of timely follow ups.
It’s said that the odds of a lead entering the sales process are 21 times greater when contacted within 5 minutes versus 30 minutes
While automated lead nurturing, such as emails, may seem most effective; the best way to convert leads into sales opportunities is actually giving a timely follow up. This may be in the form of an email or a phone call - anything that suits you. It’s about contacting people straight away, showing your interest, showing you care about their interest, and talking to them directly about your business, services and so on.
It’s important to also have information built up about whoever the prospect is you’re calling/emailing. For example, what action they took to be converted. This way, you can talk to them on a much more personal level and make them feel special and welcomed.
This is one of the most common lead nurturing tactics. Personalised emails can generate up to six times higher revenue per email than non personalised emails do.
Personalised emails can be executed in any way you’d like; they can be automated to be sent out whenever a person downloads content, clicks on links, visits pages on your website, and so on.
You just have to make sure your automated emails make sense and are relevant to the receiver
Having automated emails ensures they’re getting sent to the right person at the exact right time; making sure your business is active in their mind and getting your content directly in front of them.
It’s important to make your emails personalised, for similar reasons discussed in the previous section. The more personalised things are, the better people are going to react and feel about it. They’re going to feel special and cared for; essentially, you’re talking directly to them and this often makes people feel more obliged to take action or read the content given to them.
Lead scoring is more of a tactic for businesses to use for themselves rather than a tactic for their prospects. Lead scoring is where you rank prospects against a scale representing the perceived values that these prospects are bringing. It’s about looking at how that prospect is behaving, what actions they’re taking, how they’re progressing down the funnel and so on.
“68% of marketers say lead scoring based on content and engagement is the most effective tactic for improving revenue contribution from lead nurturing”
Understanding these values and scores means you understand the next steps you need to take to engage these prospects even further. You will be able to determine who in the team should follow up next and in what way; the actions the prospect is taking will need to be discussed to see what actions you want the prospect to take next and how you will encourage that.
Sales and Marketing Alignment
Again, this is another business tactic rather than tactic towards your prospects. In a business, there are going to be people responsible for the marketing side of things, and other people responsible for the sales. Marketing and sales have different jobs and roles when it comes to lead nurturing.
For those responsible for marketing, their job is to acquire these prospects and begin to guide them down the buyer’s journey and funnel. It’s their job to produce and deliver high quality content that is targeted and meaningful. Once a prospect is qualified and ready to be passed onto sales, it’s then their responsibility to convert them into paying customers and use the leads past actions to personalise their sales journey.
It’s important that marketing and sales align themselves correctly so they can work cohesively in converting prospects into qualified leads and then into paying customers
Those responsible for marketing and progressing prospects through the funnel need to pass on important information about the prospects to those responsible for sales so they can be a lot more personal and direct in their conversion attempts.
Lead nurturing is having an understanding of your prospects and exploiting this understanding. It’s examining the actions they have taken, whether it be on your website, social media, blog, emails, etc., and determining their needs, wants and interests.
The more you know about your prospects, the easier it is to target them directly and the higher the chances are of converting them into qualified leads
It’s about guiding your prospects down the buyer’s funnel through personalised, targeted and specific content that provides them with information they want and need. The better you understand your prospects, the better your lead nurturing campaigns are going to be.
Lead nurturing is a simple, yet effective way of converting more prospects and earning more paying customers. It’s a way of building relationships with prospects through delivering personalised and direct content that makes them feel welcomed, special and positive.