Growing Your Business Using Effective Lead Nurturing Tactics
February 4, 2019
When it comes to email marketing, we want to make sure that your investment on the software as well as the effort on creating the emails is worth it. We wish that people will read the emails and will eventually convert. That our lead tactics will work all the time. However, that’s not always the case. There are unfortunate times when our emails are ignored, and our email marketing efforts are wasted especially if your lead hasn’t fully trusted your brand yet.
Lead Nurturing is the process of engaging with your leads with the goal of giving them data and information which they find relevant. It also aims to guide your lead throughout the stages of the buyer’s journey until they are ready to avail your products and services. Lead nurturing tactics can be done by sending them contents that are targeted for them, reaching them out through the multi-channel nurturing, as well as following them up in a timely manner.
According to the survey conducted by Marketo, 96% of your website’s visitors are not really ready to purchase your products and services. However, these people are ready to give you their basic contact information because they’re willing to learn more about the products and services you offer. Which means that the information on your website isn’t enough to get your leads to buy from you. This is where your Marketing Automation System CRM Software from Singapore comes in. You can implement your lead nurturing campaign through email marketing.
Invespcro stated that Companies that are excellent with lead nurturing gains at least 50% of sales-ready leads at a lower cost of 33%. If you take good care of these leads, they will buy more from you as the days go by.
To give you a headstart with how you can start with your lead nurturing, here’s a step-by-step process for starting your Lead Nurturing Campaign:
In order to give your leads relevant contents, determining who your target leads are, is a crucial step that you should never forget. How many types of leads and buyers are you intending to sell to? If you have multiple types of buyers, it is best if you segment them first so you can further personalise their journey with you.
After determining who your target leads are, it’s time that you set goals for each email that you send. Now don’t get confused and use your goal for the lead nurturing strategy as a whole, and that is to get your leads to avail of your products and services. Your primary goal should have a ‘mini’ goal in each email that you send. These mini-goals will help you achieve your main goal.
After you have you come up with the mini goals, it’s time for you to lay out your timeline. How will you start your email campaign? Which mini-goal should go first? How will the mini goal affect your primary goal for email marketing? You want to make sure that your plan should help you deepen your relationship with your subscriber and should be able to guide them in their customer journey.
By the time that your campaign is running, it is essential to observe and evaluate how each email is doing. You can run split tests to find out which is more likely to attract people. This way, you’ll know what kind of approach do most of your customers prefer. This is a very important step, your lead nurturing campaign does not guarantee 100% success. Evaluating your campaign can help you with your future email campaigns.
There are tons of lead nurturing techniques out there that you can use for your campaign. Here are some of the techniques that you can use for your campaign:
Nurturing means building a relationship with your lead and gaining your lead’s trust. Giving them a one-size-fits-all email is never a good choice because your customers are different people with varied preferences. Most researches conducted says that those leads that are nurtured through targeted contents increase your sales opportunities for about 20%. One of the reasons for this is that people only want the content that they want, where they can gain benefits from it. You don’t want to send a ‘Superb Beef Brisket Recipe’ to a vegetarian, just because they’re in your list of leads that you want to nurture.
Sending targeted contents to your lead also means that you’re considering the day of the week and the time of the day that you are sending your email to ensure that your mail will be noticed by your lead. This can be done through email segmentation. Marketing Automation softwares and CRM Systems such as Infusionsoft by Keap from Singapore has a feature that allows you to segment your contacts. Which makes the process of sending personalised emails a lot easier.
Multi-Channel Marketing is the approach where the customers can see your business through multiple channels. This may be through accidentally seeing your store through browsing online and then finding out that you have a physical store. Through multi-channel marketing, the customers are able to reach you right away.
Remember, your leads are your possible clients and customers, and these people are very keen on the items or services they want to avail. They want to make sure that their purchase will not be wasted. They take time to browse the item and research as to what features should they be looking for on the product. Having multi-channel marketing also helps build your customer’s trust especially if they see your brand in the channels that your leads trust the most.
Building a good relationship and earning your customer’s trust is one of the best ways to get your customer’s attention. Through giving them targeted contents and reaching your customers through multiple channels, you can gain their trust. This trust will help you achieve your goals for them— and that is to have them avail your products and services.