This is a guest post from Lee Savery at Ricemedia.
When it comes to lead nurturing, it’s important to understand the marketing process. By understanding how to capture the interest of potential clients and produce a sales journey, you can more easily generate existing leads into paying customers.
Often, companies that have a lead nurturing strategy spend less money and yet still generate more sales than those that don’t.
Lead nurturing is soon becoming the most important marketing strategy in 2019, thanks to its ability to guide customers through potential sales and develop strong relationships along the way.
To help you, we’ve put together a holistic guide on how to nurture your leads in 2019 to help you convert inbound traffic into real sales, generate a stronger reputation, and increase brand revenue.
Email nurturing is one of the best ways to regenerate leads, thanks to its cost-effective advertising strategy and ability to easily automate marketing campaigns across a wider audience.
Email nurturing allows you to formulate a more personalized human interaction with your audience, which inevitably allows you to build stronger relationships with your customers and grow your business in the long run.
As a lead nurturing tool, it can help track the customer journey and create more timely emails that’ll keep your audience engaged, informed, and satisfied.
The most effective way of utilizing your email nurturing performance is to make sure you track how your current campaigns are performing and learn from them.
With Campaign Monitor, for example, the analytics suite can give you an aggregate view into the performance of your overall email marketing program, including geography, acquisition, and engagement per campaign.
With the right tools, you’ll get actionable insights on how to improve your strategy and generate more leads and sales.
Top tips on how to regenerate leads with email nurturing:
Send relevant content that’s tailored to both your audience and the business sector. Understanding your demographic is key to generating content that’s liked and admired by your audience.
By undertaking appropriate market research and tracking audience behaviors, you’ll have a better chance of keeping your business top of mind. With a more relevant business, you’ll organically have more opportunities to show how your business can benefit your audience.
Utilize the use of email and video marketing to increase diversity in your content and track more leads based on who’s watching your videos.
Personalize your content to build a positive relationship with subscribers and boost client-facing communications. This will make your audience feel appreciated, and you can naturally build a sense of trust with readers.
Send regular emails to keep audiences engaged, but don’t go overboard. We suggest inputting a preference center, which will allow readers to further personalize their communications from you.
Track the success of your campaigns to see what works well and what doesn’t. Each business is different: Therefore, it’s important to test and trial to see which works best for you.
Personalizing your responsive design
Although the importance of personalization in email nurturing is key to generating a responsive audience, it’s also crucial to consider personalization beyond your content and messaging.
Creating a personalized experience means your audience is more likely to feel engaged and eager to make purchases. Building a relationship allows them to feel like they’re a valued customer to your brand.
Personalizing your content
A great way to personalize your content is through the use of dynamic content. By introducing a creative and effective planning strategy, you can easily incorporate personal communication into your content marketing.
Analyzing data is key to understanding your user. By using tools like Google Analytics, you can track users interests, where they’re from, age, gender, and site behavior, allowing you to craft your content accordingly.
Personalizing your mobile and web design
Another way to offer a personalized experience is to consider the responsiveness of your website or email. If a user is having trouble accessing your mobile site, more than likely, they’ll turn to a competitor who has a more mobile-friendly user experience.
As a result, it’s important to make sure your templates are designed to respond to your user’s device to avoid losing a potential customer. Again, Google Analytics can help track the percentage of users using mobile and desktop, as well as the make and model.
Generate leads on social media
One-on-one interactions are an important part of the automation process and are crucial when considering effective points in nurturing.
Generating leads on social media is a key example of one way you can add a personal touch point to your nurturing process. These touch points are an essential part of accumulating a strong and profitable audience.
By connecting to your leads directly through social media, such as LinkedIn, Facebook, Twitter, and Instagram, you can add a personal element to your relationship and, therefore, generate a powerful lead toward your sales process.
Social media can also provide some insightful knowledge into your content marketing plan. By regularly checking your accounts, you can gain insight into the content your audience is interested in and possibly gain a better understanding of competitor content.
Another way to utilize your social media presence is by setting up Google alerts for any relevant content that may interest you or your audience. This way, you can easily comment, like, and share audience feedback.
Building a following and interacting with your audience not only encourages them to engage with your company, but it also shows that you’re present and up to date with your marketing strategy.
Automated workflows can be used to drive customers down a funnel and direct them to the path you want them to go.
A workflow is a set of automated actions that are triggered by the customer—for example, your customer might download a guide or make a purchase through your site.
If you haven’t implemented this strategy already, automated workflows are a good way to nurture your leads without the need to constantly send out manual emails.
For example, on an e-commerce site, if a customer adds something to their basket, but doesn’t purchase, you can set up an automated workflow that will trigger an abandoned cart email.
Additionally, if they bought an item from your site, you can also set a trigger that will automatically send emails recommending similar items. With automation, your leads are constantly being nurtured.
Segmenting your audience database
The biggest aspect to consider for lead nurturing? Make sure you’re targeting your leads with the right content offers. By doing this, they’re more likely to convert quickly.
Segmenting your audience database will allow you to categorize your demographic into groups based on their characteristics, needs, and interests.
For example, there’s no point trying to sell a complex product to someone who’s just discovered your company and knows nothing about your industry.
Lifestyle segmentation will nurture your leads through the buyer’s journey and only share content relevant to them. Ultimately, this will prepare them for the appropriate sales conversion.
Using the tools discussed previously, you can easily build certain client personas based on their interests, age, gender, and location, but it’s worthwhile to spend some time building a variety of personas for your brand based on market research.
With proper segmentation, lead nurturing will be more precise and, therefore, generate more sales.
Track the success of a campaign.
Tracking the success of your campaign is crucial, as it allows you to find the holes in your lead nurturing strategy.
Setting benchmarks can help you gauge whether or not your campaign was successful and where adjustments need to be made to make sure procession is still present in future campaigns.
In lead nurturing, it’s important to make sure you stay on top of campaign reports on a monthly basis to showcase your performance and set up future benchmarks for upcoming campaigns.
- Use an effective resource for email nurturing
- Personalize your content to appeal to the right audience
- Interact and engage regularly on social media
- Set up automated workflows
- Understand your users and their intent through segmenting your audience database
Lee Savery is a Content Executive for SEO and PPC Agency Ricemedia, where he supports businesses with their content marketing. Lee is a huge gaming nerd, loves Doctor Who far too much and can usually be found at any Comic-Con event. You can also find him on Twitter: @Leegend90.