The old days of mass emails, cold calls, and general outbound marketing strategies are fading before the rise of the new marketing norm: inbound marketing. Savvy customers, armed with the internet, are more knowledgeable about products than ever, and they come to you with a list of in-depth questions before even touching your product.
What this means is that nurturing leads is more important than it ever was. In fact, an effective strategy is going to mean the difference between climbing and falling revenue. If you’re not already nurturing leads, you need to start.
Here are some effective methods to get your lead nurturing strategy off the ground.
That Personal Touch
Every person comes to your company for different reasons and will bring different questions and concerns. Generic email blasts help no one. A generic email answers only the service-level concerns: information potential buyers will already have found from web searches and reviews.
By using triggered emails (that send to leads when they perform a certain action or reach a milestone in the buyer’s journey) that answer in-depth concerns, you can focus conversations on exactly the concern a potential buyer has in the moment.
A Multi-Approach to Channels & Touch Points
Email is still one of the most effective marketing tools; however, data is finding that people are more likely to buy if they have multiple touch points—up to ten throughout the buyer’s journey!—across multiple channels.
By getting onto social media and engaging with active communities, offering email listservs, and sharing whitepapers for the deeply interested, you’re there wherever interested buyers already are, and you are providing the information they need as they realize they need it.
It’s an old adage, but it’s true: one size does not fit all. This counts double for nurturing leads. Potential buyers already know almost as much about a product as your sales team—before talking to anyone from your business. So, to usher them along the buyer’s journey, you’ll have to provide better answers to deeper questions.
To be effective, you need to truly understand your buyer personas and what each will need along the buyer’s journey. Knowing a buyer’s interests, goals, and objectives will guide you to creating effective content for each stage of the funnel.
You may have noticed a common theme developing: the right content at the right time. Nowadays, that’s the key to marketing. People are tired of constant, always-on marketing techniques designed to flash in front of the largest audience in the hopes of converting a high percentage of leads.
Instead, the savvy 21st-century customer wants the information he or she needs just as it’s needed. Timely contact—for example, sending an initial follow-up email five minutes after a person downloads your whitepaper (i.e. when they’re thinking about your product) is more likely to turn a potential lead into a customer.
Sales & Marketing Team-Ups
So far, these strategies to nurturing leads are very focused on your potential buyers. This one looks internally to your organization. Are your sales team and your marketing division working together? Really working together?
CSO Insights, a marketing research firm, has found that when both sales and marketing work together on lead nurturing, companies have an increase in conversion rates. Having these two teams work together to seamlessly transition a lead through the buyer’s journey based on pageviews and other conversion events means you can stay at the top of a buyer’s mind as he or she thinks about your product.
Lead nurturing is the new norm to a successful revenue strategy. Without the personalized, timely touch, potential buyers will remain just that: potential. A well-developed lead nurturing strategy is a way to connect to your customers and provide the information they require, as they need it.
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.