Originally posted on https://blog.thinkfuel.ca/what-does-an-effective-lead-nurturing-campaign-look-like
Lead nurturing. It sounds so sweet, but it’s actually a bear of a thing to manage. It takes time and focus to have an effective lead nurturing campaign. You’ve got to be the best wooer but also know how to refine your wooing skills to meet the needs of many different perfectly qualified leads.
A strong lead nurturing campaign has multiple touchpoints with an ongoing strategy to transform leads into sales-ready buyers. Here’s what an effective lead nurturing campaign looks like.
Lead scoring helps you define the quality of your leads. You can rank prospects based on where they sit in the sales funnel. You can track a lead’s behaviour to determine which leads are ripe for the picking and which need some nurturing while they hang on the vine a little longer. They are either:
Marketing leads need nurturing, while sales leads are ready to go.
Despite all the fuss about privacy, today’s customer expects you to know them well. That means you better make sure your lead nurturing campaign is getting as personal as possible. It all ties in with lead scoring, as this helps ascertain where a lead sits in the pipeline. Knowing this allows you to send them info that will be of most interest to them at any given time.
Personalized communication will resonate with prospects. A personalized drip campaign sends a continuous flow of information that can include:
The most important aspect is targeted content. This hits their pain points and reminds them why they are interested in you. You’ll need to create unique buyer personas so that you can design targeted content based on things such as their interests and perceived marketing triggers.
A part of the process is helping people find their way through their individual buyer’s journey. For lead nurturing emails, each stage would include:
Clues that will help you identify relevant info to share:
Lead nurturing best practices should depend on landing pages. Your landing pages have to make relevant connections for your leads. They act as the glue between you and your CTA. With strong landing pages, you can point them in the right direction of the sales funnel and get them to complete their journey.
If you find some people just seem stuck on the fence, offers always work as an incentive. Whether they are wishy-washy and can’t decide, have budget constraints, or are looking at your competition, an offer might be the thing that helps them finally decide in your favour.
Effective multi-channel lead nurturing combines different tactics designed to educate leads and encourage conversions. Lead nurturing campaign examples would include a mix of:
If you can, set up an automated email thanking leads for their interest. You can:
The key is to keep people interested in what you offer. If you aren’t quick enough, they’ll forget why they even approached you in the first place. People are fickle that way.
Lead nurturing campaign examples would include:
Lead nurturing is a process. There’s no just firing off an email or leaving a voicemail and then writing a leadoff. With consistent contact, you can bring on that sale.
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