Multi-channel Nurturing: How To Engage With Customers Across Platforms
What does marketing automation mean for you?
Only emails?
Well, Email was the king. It still is.
It was the perfect channel when you wanted to generate $38 after spending $1.
But the problem is: machine learning algorithms today are determined to send you promotional emails to the Promotions inside the mailbox. How to expand your lead nurturing strategy beyond email?
What will be your strategy to engage with a customer across 13+ channels which is necessary before your customer making a purchase.
This is the time to think beyond mail. This is the time to be where your customer is.
You need to adapt to multi-channel nurturing right away to give your business what it deserves. If you are wondering why to nurture your leads across multiple channels, this is the reason you need to do this.
Before going into the details of nurturing across channels, you can go through this multi-channel marketing blog to understand what it is and how it works.
What is Multi-Channel Lead Nurturing?
Multi-channel Lead Nurturing is the way of engaging with targeted customers across multiple channels such as SMS, email, social media, etc. This helps your brand to be present across multiple touchpoints. In this article, you will get to know about the different multi-channel marketing platforms and tips on multi-channel lead nurturing. If you are wondering why multi-channel lead nurturing is important, it is because of the fact that it takes 13+ touchpoints for a customer to convert today.
5 Important Multi-channel Marketing Channels
The buyers are digitally empowered today. They move seamlessly across channels. They are in control of their relationship with your brand. That’s why you need to put every possible effort into staying in touch with them. Here are four tools that will help you to do so:
- SMS Marketing:
How many emails do you receive every day? Do you open all of them? Probably not.
That’s why businesses have started using SMS which has an open rate of almost 99%.
SMS works even today because it hasn’t been overused like email.
Earlier SMS was used to promote one-time promotions, deals, and discounts.
But you must admit that times have changed. Platforms like Teleduce from Corefactors gives you the option to nurture leads after segmenting them based on where the lead is in the funnel.
It is time to get responsive to SMS marketing.
2. Behavior-influenced Live Chat:
Wasn’t there a time when live chat used to suck?
There was.
Today brands are building behavior-influenced live chat because 79% of the customers prefer it.
It takes 42 seconds on average to solve a problem with a live chat platform.
With machine learning, you can understand your audience better before engaging with them on the live chat.
Some of the things that you can take into account include website activity (recently viewed pages), frequency (number of pages viewed over time), geography, language preference, and previous interactions.
3. In-App Notifications
It is hard to convert your leads into paying customers.
No matter how long is your free trial, 70% of your free trial users will leave after using the product.
This is the reason you need in-app notifications more than ever.
This allows you to initiate the interaction with your customers. You get the opportunity to trigger the message again and again. This reduces the churn rate as well.
With the in-app feature, you will be able to let them know of the recent features, updates, and other notifications.
4. Direct Mail
Direct mail works even today.
While you might think it is junk, 60% of direct mail recipients reported visiting the website as well.
Direct mail works because you can avoid the battlefield online and get the work done.
5. Email Marketing
Email marketing automation is the best way to nurture leads as your customer goes through the different stages of the funnel.
With email marketing service from Corefactors, you can run a series of emails that will take your lead close to conversion.
Whether you want to send informational content or a limited-time offer, email marketing for small businesses is what you need.
4 Tips to Nurture Leads With Multi-Channel Marketing
- Categorized Audience
Categorizing your prospects is the first thing that you need to take care of while nurturing leads across multiple channels. Once you have an idea about whom you are talking to, you can customize your content. Your customers can be categorized according to their stage in the sales funnel, their professional position, industry, and interests. Having your customers segmented helps in running email marketing as well. Here is a brief guide on how to do email marketing.
2. Retargeting
Retargeting is extremely effective especially when you are operating in the B2B sector. B2B customers always take more time before making a decision. Once your prospects are warm, you should follow them while they are reading an article or doing some other research. This is the best way to remind them of the services you offer and the value you bring in with your service. If you retargeting them with landing pages, here are some of the best landing page design principles.
3. Social Outreach
Customers today actively looking for you on social media platforms. While the organic content can create the branding for you, you should definitely take resort to paid advertising for the purpose of starting conversations with some of the most important prospects.
4. Tactile Marketing
With tactile marketing, you can implement personalization and intelligence in your outreach strategy. Tactile marketing is the actual force multiplier that you need. So, what can be a probable scenario for tactile marketing? For example, you can send a funny email when a customer doesn’t pay attention or take action even when you have sent a series of emails.
Are you already nurturing leads across multiple channels?
Which channel is working best for you?
If you are still wondering how to implement a multi-channel lead generation strategy, you might want to have a look at these multi-channel marketing guide.
