Lead nurturing campaigns are a great way to guide your leads through each stage of the buying cycle, moving them towards a purchase. By providing valuable content and meeting a prospect’s needs at each stage, you’ll stay top of mind and position your company for the sale.
If you’re already working with lead nurturing campaigns, you know that they take time to set up and require thorough planning. We have a few tips to help you improve your campaigns for maximum results.
Lead nurturing (done right) takes a lot of planning and strategy. And it needs to be well thought out before the campaign goes live. Lead nurturing campaigns can be as simple or as complex as you want them to be, but either way, a content map will help you determine each email for each stage of the nurturing campaign. Don’t set up the first email to go out until you have at least 3 ready. If you do, you’ll be scrambling later to figure out what the next email should be. And the last thing you want to do is throw together an email that is not your best quality.
The needs and interests of your prospects vary at each stage of the buying cycle. As a lead moves away from awareness and closer towards purchase, they are going to want and need different information. You should create content and campaigns that are based on where your leads are in the buying cycle. And don’t treat your current customers like a lead. If one of your customers has recently downloaded an eBook or whitepaper, then you probably don’t want to send them the same information and message that you would send to a lead. Instead, create a separate lead nurturing campaign that sends them valuable content but also encourages them to upgrade their services or purchase something additional.
Each of your lead nurturing emails should have only one specific call-to-action (CTA). This helps keep your email from being confusing for the reader. By having each email be focused on one subject at a time, your prospects and leads will be more likely to take action. So determine what is the one primary action you want your prospects to take and make that the focal point of your CTA.
The best way to know where someone is in the customer lifecycle is to set up lead scoring in your marketing automation software. Lead scoring allows you to assign point values to different actions a prospect takes. For example, a prospect could receive 5 points for downloading an eBook and 1 point for visiting your company’s website. Over time, as a prospect receives more points, you can assume they are moving along the buying cycle and it gives you insight into what kind of content to send them.
Marketing automation software allows you to create automated and multi-step email campaigns that are triggered by a specific web-based behavior such as downloading an eBook, registering for a webinar or visiting a particular page on your website. They can even be triggered by a specific combination of behaviors, such as downloading an eBook and then returning to your website during a specific time window. Consider creating a triggered campaign for leads with a high score or for leads that visit high-value web pages such as your pricing page.
You can save yourself a lot of time by creating several emails upfront and setting them up to be sent automatically. For example, create emails that are scheduled to go out 1, 3 and 6 weeks from the first interaction. Don’t send your prospects more than one email per week. Keeping them spread out allows you to not bombard their inbox and make them feel like they getting spammed.
Segmenting your lead nurturing campaigns is especially important if you target different industry verticals. For example, if you sell products or services to the healthcare and sports industries, you don’t want them going into the same lead nurturing campaigns because they have different interests. You can also try segmenting your campaigns by buyer personas. In order for your campaigns to be successful, they have to be segmented so that you send relevant information to your prospects. If you don’t send relevant emails, people are much more likely to unsubscribe.
People want to interact with humans, not companies. Therefore, be sure your emails are from a member of your marketing or sales team. Personalize the emails in any way that you can. And use conversational language. It doesn’t mean you have to use slang and bad grammar, but rather type like you speak. Emails that sound boring, automated or computer-like will probably get deleted.
/ / /
Lead nurturing is all about providing the right message, at the right time to the right contact and can be a great way to improve your close rate. As you are creating content, use these tips to create segmented lists and set up automation to make your life easier. By following these tips, your lead nurturing campaigns will be relevant, valuable and successful!