Businesses that adopt inbound marketing to generate leads must realize just how important it is to have an effective lead nurturing strategy. Strong nurturing techniques can generate 50 percent more leads at a fraction of the cost. That’s because more than 90% of your leads won’t be ready to make a purchase immediately. Lead nurturing techniques can help you nudge them towards making a purchasing decision by educating them and keeping your brand top of mind. If you don’t use nurturing techniques, you’re going to end up leaving the vast majority of your leads on the table, leading to numerous missed opportunities.
To get the most out of your lead nurturing program and boost your results, use these highly effective techniques.
1. Use Targeted Content
Today’s consumers want customization. As a result, generic messages just won’t work to produce the effects that you’re hoping for. Research has proven that delivering the right kind of content to the right people is a must when it comes to lead nurturing.
To get started, you need to fully understand your unique buyer personas in order to create the targeted content that best matches their specific objectives, interests, and pain points. Marketing automation can help you to identify your buyer personas as well as segment and target them more effectively with your content.
2. Think Beyond the Inbox
Emailing is the most common of all lead nurturing techniques, but most marketers say that less than 20% of their leads even open their emails. Get better results by using multiple channels to send out your messaging. Try paid retargeting, social media, direct sales outreach, and dynamic website content in addition to your emails.
3. Be Consistent
Sending one or two emails to a lead isn’t going to cut it. The majority of prospects require, on average, 10 touches from marketing from the time they enter the buying cycle to the time they purchase.
Regardless of which lead nurturing techniques you use, make sure that you are consistent and frequent in your contact. Less is not more when it comes to lead nurturing. Creating messaging for every stage of the buying cycle.
4. Follow Up in a Timely Manner
Did you know that leads who are contacted within five minutes, versus 30 minutes, are 21 times more likely to enter the sales process or become qualified? Don’tdilly dally. When a lead makes contact in any way with your brand, ensure that you’re following up and starting your nurturing program as soon as possible. The quicker you act, the better your results will be.
5. Get Personal
Not only should your content be highly targeted to your unique buyer personas, but your emails themselves should also be personalized. Ditch the generic email blast and get personal instead. There are many ways to do this. For example, you can send triggered emails when someone clicks on a link in your email, visits specific pages on your site, or downloads gated content.
6. Utilize Lead Scoring
If you want to boost revenue from lead nurturing—and we mean really boost revenue—then you have to get on board with lead scoring.
Lead scoring consists of ranking your leads against a scale that represents perceived lead value. It’s most easily implemented with marketing automation. All you have to do is assign numeric values to browsing behaviours, social media interactions, conversion events, and other buyer activities. Then, the scores you get are used to identify the leads that should be followed up on immediately and the leads that require more nurturing.
7. Get on Board with Smarketing
Smarketing, or sales and marketing alignment, can significantly improve your lead nurturing efforts. The number of sales opportunities that you generate will skyrocket when these two critical teams work together to nurture leads and move them down the sales funnel.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.