Lead nurturing strategies involves developing and strengthening relationships with your potential customers at each stage of their buyer journey. An impactful lead nurturing campaign is geared towards resolving the pain points of prospects by ensuring relevant answers to their queries. It helps in ensuring trust, boosts demand generation, and enriches a connection until your prospects become sales-ready leads.
Lead nurturing is just like any other human relationship – The more you invest your time and effort into it, the more value you can generate for your business. But if you cease to ensure a trustworthy relationship, all your efforts will be doomed.
Benefits of Lead Nurturing
The primary objective of launching effective lead nurturing campaigns is to develop meaningful relation with your potential prospects, boost conversion rate & sales along with several other benefits, including:
Lead nurturing is a highly effective way to inform your prospects about business and its offerings. Your landing page offers a limited space to fully explain the use cases and perks of your products or services. When it comes to lead nurturing, it enables you to reveal a complete outlook of what your brand is and what you can offer to your prospects.
Strengthen Trustworthy Relationship
You can reveal your dedication to acknowledging your prospects’ main agenda and pain points. By offering some practical hacks to resolve their problems, you can engage your prospects effectively and ensure a trustworthy relationship. Sharing knowledge about different aspects persuades your prospects to perceive your brand as a customer-centric entity instead of sales-oriented.
Maintain your image as an industry leader
As you create informative and valuable content as one of the lead nurturing best practices, you can develop your reputation as an industry leader. It helps you maintain your brand image and authentication.
Reduce your CPL
Lead nurturing enables you to turn high-budget strategies into a more budget-friendly approach to hook and nurture leads. It helps you reduce cost per lead (CPL) for your business and boost ROI.
Skyrocket your ROI
You can turn your website visitors into hot leads with an effective lead nurturing strategy. According to the research, prospects that went through an effective lead nurturing process are more likely to spend 50% more than non-nurtured prospects.
12 Lead Nurturing Strategies that Work in 2022
1. Craft an automated email response strategy
Once a prospect submits a lead form on your landing page, ensure to craft an automated and personalized email strategy as a response. It will show your prospects that your brand values their input. To ensure some additional perks, you can provide links to your social media accounts or pages at the end of your email.
2. Send users content based on activity
Consider arranging a webinar or Q/A session—ensure you push follow-up emails to your webinar subscribers. Don’t neglect those who registered but refrain from showing up. Send your absent prospects a follow-up email to remind them of your services and why they registered for your webinar.
3. Incorporate a PPC campaign to hook prospects who interact with your website
Once your prospects interact with your business website, you gain a golden chance to engage them on other mediums. Even if your prospects refrain from signing up for a free tutorial, eBook, webinar, or any other lead magnet on your landing page, you can run a PPC ad for your brand that will appear on other platforms they visit. This paid advertisement strategy can be effective in persuading your prospects to convert.
4. Use multiple touches
If you fail to hook your prospects after the first attempt, don’t step back. According to the research, it can take up to ten attempts to make your prospect respond or interact with your company. Patience and consistency are the vital factors here that determine the faith of your lead nurturing efforts.
5. Align your marketing and sales teams
If you keep your marketing and sales team aligned and synchronized, recent research reveals that you have a much higher probability of converting your leads into paying customers.
6. Run promotional campaigns
A winning promotional campaign has a lot of hidden potential. If you’re close to locking the deal sale and gaining a fresh client, pushing a limited-time offer can be helpful by creating a sense of urgency for the customer. After all, a lead nurturing campaign is all about pushing reluctant prospects to another side of the line.
7. Incorporate an effective drip email strategy
Drip email campaigns help you to welcome your new prospects over a gradual time frame. Instead of pushing a lot of content and questions toward your prospect instantly, it is recommended to go easy with the new lead. You can send a series of emails that will provide the necessary information and ask for the relevant information in different phases.
Keep in mind that your objective is to ensure the decision of your prospect to register on your brand website. The next step is to start offering valuable content and information based on their expectations, pain points, and qualification.
8. Streamline different aspects of your onboarding process
It requires immense effort while onboarding a new client. You can use a lead nurturing strategy to ease most of your burden.
Try to streamline some non-critical and repetitive tasks in the onboarding process, such as emails that provide a list of different company contacts, a calendar of important dates or events, a list of scheduled webinar sessions, and a list of upcoming features services, or upgrades, etc. By streamlining some of these apparently simple but time-consuming tasks, you can spare most of your time and energy for core support activities.
9. Try a re-engagement campaign
Even if a prospect reflects eagerness at the start of the sales journey, sometimes they lose the heat over time. Re-engage with your leads and pitch valuable content or offers to win them as long-term customers.
For instance, if you run an eCommerce business that sells traveling and camping gear, you could send out a piece of a well-researched eBook affirming the impact of camping in remote areas on mental health.
10. Craft a product-centric campaign
You need to keep your prospects intact with the right information & content marketing strategy related to your business products, not your rivals. Keep in mind that you are the industry leader.
Remind your prospects of how your services or products can add value to their life, work, or business. Offer case studies and testimonials to support your claims and offer.
11. Craft a personalized email strategy
The more personalized your emails are, the more impact you can make with your email marketing strategy. Based on the insights showing how your prospects interact with your emails and business site, you can craft personalized emails that will engage them based on their expectations.
For instance, your prospect spends time staring at a product page of the vintage lamp on your eCommerce site. In this case, you must consider sending an email having detailed information and a persuasive tone about the particular product.
12. Try different platforms
No doubt email marketing offers you much flexibility and effectiveness, but it’s vital to think outside the box. Consider nurturing your leads on different mediums or platforms where they spend most of their time.
For instance, you can use LinkedIn to nurture your B2B leads and Facebook or Instagram to nurture B2C leads. All you need to do is establish a promising digital presence of your brand on social media platforms and offer dynamic web content.
How to create a successful lead nurturing campaign
Now you have some practical ideas for a lead nurturing campaign, it’s time to discover how to nurture leads for your business efficiently. Read the following steps.
Know your ideal customers
Create your buyer persona to evaluate the qualification of your prospects and their likelihood of becoming a customer. You can have more than one type of ideal customer with different backgrounds and driving factors, crack and capitalize on this information wisely.
Add value to nurture
The primary objective of lead nurturing is to persuade your customers to move further down the lead generation funnel to make them sales-ready. Rather than pushing a sales pitch right away, lead nurturing is all about offering incentives and valuable content or information to your prospects. You can use different content formats, including case studies, product tutorials, purchase guides, whitepapers, webinars, etc.
Decide a purpose for sending an email
Determine the type of content you think is relevant & purposeful for a particular prospect based on their stage in your sales funnel. Then, decide the purpose of sending this content via email. According to the research, content strategists who craft content for each stage of the buyer’s journey experience over 75% better conversion rate. Sending relevant content that best serves your prospects’ expectations or thirst is the most impactful way to nurture leads into sales.
Evaluate your lead nurturing campaigns
Evaluate and revamp your emails with the help of lead nurturing email examples, and try using different email subject lines, email body, the offers you pitch, and the CTA. Try and test different alternatives to find the most appropriate and effective one. There will always be room for improvement and this is where perfection lies.
Lead nurturing is all about patience and consistency. Now, you have a rich understanding of how to nurture leads for your business using the best practices. Try different ideas mentioned in this blog post and keep innovating. If you want to focus your efforts on core business tasks, outsource the Lead nurturing services of ScaleYourBiz to generate & nurture qualified leads for your business.