7 lead nurturing tactics you should implement
Although 35% B2B marketers practice lead nurturing, others are satisfied with collecting leads selling them directly. Still, according to MarketingSherpa, only 27% of leads will be qualified for making a purchase. To get them ready to buy from you, you must nurture them.
Lead nurturing is a strategy that means guiding your users through your sales funnel. You are assisting them in their customer journey with useful and timely content that they need at each stage. Like the word “nurturing” suggests, you show your care for them and offer your help.
In the long run, lead nurturing significantly improves your conversion rates at every phase of users’ journey along the sales funnel. It helps to make their purchase decision informed and your customers to want to come to you again. The following 7 tactics will help you master the basics of this startegy.
1) Establish authority for your brand
Hardly anyone will put credit in our brand if it’s new and ranks low. Therefore, you must create and share useful content on a regular basis, and make it available and easily accessible for people. This will help you to:
- Increase trust to your brand
- Establish your brand’s authority
- Improve your brand’s reputation
2) Prioritize your leads
You won’t want to cater to everyone’s needs when creating content. You should know your target audience and which users might become your potential buyers. For instance, you can prioritize your leads in two ways:
- By channels. Which channels that you use have the highest conversion rates? Pick the best performing ones and work with them first. Low conversion rates might point at lower quality of leads obtained from a particular channel.
- By interest. Which of your leads spend the most time with your content? They might already be interested in your brand and your products, so nurture them first. Even if conversion rates are not that high, you can nurture the interest that people show toward your brand.
3) Segment your leads
Email campaigns with segmented lists result in 14% more opens and 100% more clicks than non-segmented ones (MailChimp). What’s more stunning, 24% higher sales are associated with lead segmentation, according to Lyris. Indeed, lead segmentation is a powerful tactic for establishing a meaningful relationship with your potential customers. Categorizing your users, customers, or contacts by (1) demographics, (2) behavior, and (3) buying personas helps to provide them with more relevant and meaningful content.
4) Provide targeted and personalized content
Thanks to lead segmentation, you can deliver different types of content to different groups of people. This, in its turn, increases your sales opportunities by 20%, as HubSpot reports. So identify and understand your buyer personas, feel their needs, and provide useful answers to their questions.
At the same time, personalization can work out favorably for your business. It is responsible for a x6 increase in revenue, as opposed to sending non-personalized emails (Experian Email Marketing Study). Knowing who your leads are and addressing them directly is a key to sales success.
5) Follow up with your leads at once
Start nurturing your leads early. Do not leave them with your product unassisted. Guide them towards building a relationship with your brand from the start. According to HubSpot, you should follow up with your leads within the first 5 minutes since the first contact. You will be able to get qualified leads 21 times likely than when following up after 30 minutes.
6) Educate your leads
Neil Patel suggests implementing a 7-day lead nurturing program. It means that the first 7 emails send to your leads should not contain promotions. As an alternative, you might consider making 10 “marketing touches” to prepare your leads to a purchase (as estimated by Marketing Lead Management Report). More touches might make users bored, and less are not enough to build trust.
Here’s the diagram of a typical lead nurturing program:
A 7-day lead nurturing program that’s focused on educating your leads can help you get more customers.
7) Nurture your leads across multiple channels
Combine and align your marketing efforts across all channels. Do not rely solely on email, but reinforce it with social content, educate people through your blog, use guest posting for establishing trust and authority, create various landing pages on your website. Reach out to your leads and start building relationships with them from there.
Lead nurturing presumes that you assist your leads on every step towards becoming buyers, loyal customers, and your brand advocates. Do that by generating articles, guides, emails, and other pieces of content that are relevant to the problems that different personas might experience at each particular phase of their relationship with you and your brand. Be with them from the start, know them by name, understand their pains and worries, and they will be there with you.