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Expert Answers to Biz Questions
Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.
5 Effective Tips for Nurturing Your Leads
Every marketing campaign is centered around attracting leads to take action. An important part of a successful campaign is lead nurturing. With so much noise in the commerce space, it’s your job to be able to guide them through a journey that cuts through it. Lead nurturing is the process of building relationships with your potential customers at every stage in the buyer journey. This means listening to their needs, communicating, and predicting.
Because such a small percentage of your overall audience is ready to buy right away, knowing how to nurture your leads is more important than ever. With that in mind, here are a few tactics you should know about:
1) Create an Email Campaign
One of the best lead nurturing tactics is to create an email campaign. Email campaigns create multiple touch points and opportunities to keep the conversation going. According to one study, the average prospect receives about ten different marketing touches from the point of initial contact until they convert into a paying customer. Build a campaign that encourages your recipients to take action and help them become familiar with your brand.
2) Segment Your Email Campaigns
Email segmentation can go a long way towards helping you get your potential customers down the sales funnel. A National Client Email Report from the DMA found that 77% of email ROI came from highly targeted, segmented campaigns. “Segmentation offers a deeper level of personalization,” says Exults Marketing, a digital marketing agency in Fort Lauderdale. “For example, as a real estate agent, you might have segmented campaigns for buyers and sellers.” By targeting accurately, you’re more likely to appeal to different groups. Be sure to have thorough opt-in forms to collect the most accurate data; this will make it easier to segment later down the line.
3) Contact Them Right Away
Whether a potential lead sends you an email, leaves a message, or fills out a contact form, it’s crucial that you follow up right away. The chances of converting a potential customer are much higher when they are contacted immediately. The art of the follow up is important. Research from the Marketing Donut found that, on average, 80% of sales required five follow up phone calls after their meeting. With a plethora of modern tools available, immediate contact is easier than ever. Use automated emails, scheduled follow ups, and CRMs to effectively manage your follow-up strategy.
4) Start Lead Scoring
Lead scoring is the process of assigning a value to each lead in your database based on the potential value they can bring to your business. This tactical method has proven to be highly effective. Low-scoring leads either cannot buy right now or least likely to buy, and high scoring leads are more likely to purchase and/or remain loyal to your business. There are various ways you can start scoring your leads, especially if you have a high-cost product or service where sales reps come into play.
For example, you could monitor social media activity for brand mentions, analyze demographics and cross-reference them against your business demographics, and analyze user behavior (such as how long they stayed on your website). Lead scoring helps you prioritize certain prospects, and can even be useful when you start to segment your market for email campaigns. For instance, you might want to segment high scoring leads by offering them coupons that nudge them towards a sale, while offering educational information to low-scoring leads that aren’t quite convinced.
5) Hone in on Value Proposition
Your value proposition describes what you have to offer, why a customer should purchase from you, and what differentiates you from your competitors. As you start focusing on lead nurturing, think about what makes your offering worthwhile. Hone in on your customers’ pain points and use those pain points to create content that they can relate to. For example, if you specialize in helping homeowners through the foreclosure process, think about different pain points they may be having, and address each of those in blog posts, emails, social media, and more.
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