As you will probably know by now, Be Bold takes a different approach to marketing, one that operates according to the inbound marketing model.
If you are not entirely sure what that means, then feel free to read our intro to inbound marketing. The blog you are reading now picks up where we left off with the first step in inbound marketing: lead generation.
Introduction: what is lead nurturing
Simply put, lead nurturing is developing relationships with your leads and nurturing them through their customer journey. It is essential because, you know as well as we do, people don’t buy something they’ve only just discovered.
That being said, have you heard of the Marketing Rule of 7? This rule states that a person needs to hear or see your message at least seven times before they will take action to buy your product or service. The concept & meaning remain valid today, but the number of touchpoints a person needs has grown extensively due to the increasing amount of information we are exposed to.
With marketing automation, you can easily set up meaningful automated conversations with prospects and customers at every stage of their journey.
How to nurture your leads
What do you personally need when you are considering a product or a service? You need information, you need advice, you want to compare… Why would your lead need something else? As one of our commandments said it already, relevant content is a driver in your lead generation & nurturing strategy. Answering the needs of your lead & delighting them throughout their journey.
Let’s get to it:
1. Define your lead nurturing goal
Before getting started, take a minute to think about the goal of your lead nurturing campaign. Having a clear objective and good tracking will secure a measurable result or indicate where changes are needed. You don’t want to put in the effort and get no results, am I right?
2. Determine who & where you want to nurture
Ah yes, here we are again with customer personas, but we can’t overstate their importance.
Next to your personas, choosing the right channels, taking a look at behavioral data, and targeting the consumers who are actively interested in your product or service is key.
3. Get cracking on content and an automated lead nurturing flow
Now that you know who you are targeting, on which channels and what kind of content your need, you are ready to set up your lead nurturing flow.
Some key tactics:
1. Use relevant & targeted content
If you know your goal, your persona, and their journey, you should know what your leads needs. Check if you have all the content you need and make extra or new to ensure that you keep triggering your leads.
2. Personalize your messages
If your tracking is set up correctly, you’ll gather a lot of information on your leads. Which pages they’ve visited on your website, on which links they’ve clicked, how engaged they are… Use this information to personalize your communication and trigger emails when they need to be triggered.
3. Set up a consistent cross-channel experience
When you combine the power of targeted social media and behavioral triggered email marketing you can’t go wrong. Why not integrate your Facebook Custom Audience or LinkedIn lead form with your Marketing Automation platform?
4. Take into account the sales cycle of your product or service
Deciding on a more expensive bike or a new lipstick doesn’t take the same amount of time, does it? Also, are you launching a B2B or B2C campaign? Not everyone likes work-related content during the weekend.
5. Follow up
Once people have entered your campaign, don’t be a stranger and limit your interaction to just one email. Make sure you keep in touch & drive engagement using your different communication channels and of course relevant content.
6. Use lead scoring
Lead scoring not only helps to align the right follow-up activities (and resources) to each inquiry, but also helps marketing and sales professionals identify where each prospect is in the buying process.
Lead scoring is incredibly valuable because it allows discrimination between high- and low-quality leads. Understanding lead quality allows you to align the appropriate resource with the appropriate lead. For example, a lead that is in your target market, but is not yet planning to solve their problem with your solution is not a good candidate for a sales phone call.
Keep nurturing your lead nurturing campaigns
After activating your campaign, don’t just let it be. Check if everyone passes through your campaign correctly, which version of your A/B test performs best, if your target audience is engaging with your content…
Testing, data analysis, and tweaking to optimize your campaign should be your new normal.
Not quite finding your groove? Schedule a 15 min call with one of our strategic marketeers to get you started.
Besides getting your leads to convert, lead nurturing has a big impact on customer loyalty and customer retention as well, but we’ll go more into depth on this topic in one of our next blogs.