Lead Nurturing Best Practices to Increase Revenues
April 26, 2019
Growing your business means that you keep your current customers interested in your brand. It also means that you also attract new ones and turn them into regular customers. Attracting customers may sound simple, however, it’s not. Capturing your leads is not the end of it, you have to make sure that the lead you have captured, becomes your customer. Now, how do you exactly do you turn these people into customers? This is where lead nurturing comes in.
Lead nurturing is where you build and develop a good relationship with your leads or prospective customers as you guide them down the sales funnel. When it comes to lead nurturing, your focus should be communication and marketing, which is why it’s very important during this stage to listen to what your prospective customer wants to have.
The reason behind this is that a lot of problems may arise during their journey down the sales funnel. Some may get stuck in one stage, some of the leads may go through the entire journey without converting, and that’s not what your lead nurturing is for. Your goal during lead nurturing is to make sure that your lead converts into a customer.
Lead Nurturing is an investment, and you have to make sure that you get the returns that you want. One way of making sure that your leads are worth your investment is through lead scoring. This is where you assign points to each of your leads to know whether they are interested with your brand or not. You shouldn’t waste your time talking to people who aren’t even interested in what you’re offering in the first place.
There is a lot of CRM Software from Singapore that allows you to score your leads accordingly. One of these CRM and Marketing Automation software is Infusionsoft by Keap. One of its feature measuring your lead’s interest with you through their lead scoring hotness meter. The hotter the lead is, the more engaged and interested they are with your brand.
If your lead is becoming cold and is not that engaged with the emails that you send, it may be better to separate them from your lead nurturing list and add them on a different list. This way, only those who are engaged with your emails, are left in your lead nurturing mailing list.
If this is your first time hearing about multiple channel marketing, this is where you use more than 1 platform to communicate and connect with your lead.
For businesses, building a relationship can be quite a task. For this reason alone, communicating with your prospective customer through emails is not enough, mainly because your customers are not in it most of the time. Majority of your leads spend most of their time scrolling through their feed in their social media account. With the number of people on social media and the number of hours these people spend in their own social media account, it would be a huge waste, if you don’t utilise this to your advantage.
If your prospective customer sees your brand on Social Media account, their trust for your brand increases. The reason for this is that, with a social media account, you’re creating an impression that you are easy to connect to and you are ready to answer the people’s questions and concerns with regards to your business.
Personalisation is where you customise your emails according to what your lead wants. You can either personalise your email with your lead’s location, name, the industry they have worked in or even display the previously purchased items. People by nature, prefer reading the emails that are created specifically for them.
Think of a sales representative. This sales representative suddenly knocks at your door out of the blue and wants you to buy a book about medicinal herbs. If you’re not interested with medicinal herbs, you will most likely think of the sales representative as very annoying and you will most likely not buy the book. However, if you’re someone who’s into medicinal herbs, you will think of this book as something that you can use and you will most likely buy the book.
Your brand is the sales representative, and if you’re merely targeting everyone you see and is not personalising your emails, your leads will most likely think of your emails as annoying. Aside from that, your leads and prospective customers may report you as spam, which will affect your email reputation— quite the opposite of what you want to happen.
On the other hand, if you are going to send your leads an email that is relevant to them, your leads will read the email that you send.
Your lead needs your guidance, they need someone that can guide them through the customer’s journey. However, even if the content of your email is very powerful and will definitely compel your lead to convert if you don’t have a Call to Action, your lead will not know what to do next, hence, they will just be bouncing away from your email without doing anything.
Your call to action guides your lead with what they need to do next. Aside from that, it encourages them to take the action that you want them to do. Which is why it’s essential that you never forget about the call to action.
In addition to that, you have to make sure that your call to action is simple and is direct with what you want to happen.
When it comes to nurturing your lead, it’s essential that you put their needs and wants on the pedestal. You have to first find out if they are interested in your brand or not. If they are, try to communicate and connect with them through multiple channels. Aside from that, you have to make sure that the contents you are sending them are relevant to them. Lastly, don’t forget your Call to Action to guide them with the next step.