The importance of lead nurturing in your marketing strategy: 4 lead nurturing best practices
A solid lead nurturing campaign is a must for all businesses. This is because it helps you to build a solid relationship with your prospects until they can trust you enough to do business with you. The truth is, 96% of visitors who come to your website are not ready to buy yet. Therefore, having a solid lead nurturing campaign will help you to convert more visitors into customers.
But, the question is:
What is a lead nurturing campaign?
A lead nurturing campaign is an automated email follow-up series created to move your leads through the sales funnel and keep them engaged and informed about your company and products. Most lead nurturing campaigns are made up of a series of emails sent over the course of weeks. The emails contain content and calls to action to make your leads convert on different offers.
A solid lead nurturing campaign is important because:
- Companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost per lead.
- Targeting users with content relevant to their position along the buying process yield 72% higher conversion rates.
- Nurtured leads experience a 23% shorter sales cycle.
As good as the importance of a lead nurturing campaign sounds, it won’t work without implementing lead nurturing best practices.
Below are four (4) lead nurturing best practices that will help you to convert more customers into leads.
1. Lead nurturing best practice: Invest in automated email marketing
The first lead nurturing best practice is to invest in automated email marketing.
But what is automated email marketing?
Automated email marketing is the process of sending out emails to leads and customers based on a set of triggers you set. It is a lead nurturing best practice that helps you to engage with your users automatically. There are two types of automated emails and they are event-based trigger emails and drip feed email content.
Trigger emails are emails triggered by users’ behavior on your website such as form filling, page views, call to actions, clicks, etc. Examples are welcome emails, abandoned cart emails, milestone emails, and reward emails.
Drip feed automated emails are emails delivered to users sequentially over a period of time.
Automation is very important to the success of your lead nurturing campaign. Do you know that automated email messages generate a 70.5 % higher open rate and a 152% higher click than standard marketing messages?
Below is an example of an automated welcome message from Leadsbridge’s lead nurturing campaign. When a visitor signs up for the free e-book “Facebook Ads Insider’s Hacks”, they will receive the automated email message below.
This is followed by a series of follow-up messages to nurture the lead.
The second lead nurturing best practice is “Use multiple touches”.
2. Lead nurturing best practice: Use multiple touches
It is rare for anyone to make a purchase at the first or second touches. They need to be nurtured through the sales funnel. This is where multiple touches come in.
The question is:
How many emails does it take to nurture your leads till they convert?
According to the Marketing lead management report, it takes an average of ten marketing touches from the time prospects to enter the top of the funnel until they become customers. Another report from Demand Gen revealed that 49% of marketers include less than five touches in their lead nurturing campaigns. With these two reports, we can conclusively say it takes from 5 to 10 touches to convert a lead to a customer.
However, the number of touches you will need to convert a lead into a paying customer is based on two factors:
a) The price of your product
The price of your product is a determinant factor in deciding how many touches you will need to make a sale. For instance, if you are a b2b company that sells SaaS product that start from $5,000, you will need longer touches than a b2c company selling $20 products.
b) The quality of your touches
The second factor is the quality of your touches. Is the content you send to your prospects useful? Does it solve their problems? How does your product work? How long does it take to generate results with it? Sending useful and high-quality information that addresses the pain points of your leads will help them to quickly trust you. This will reduce the number of touches you will need.
The third lead nurturing best practice is “Use multi-channel lead nurturing”
3. Lead nurturing best practice: Use Multi-channel lead nurturing
The third lead nurturing best practice is to use multi-channel lead nurturing. To get the best out of your lead nurturing campaign, you need to be omnipresent online. This will help you meet the needs of your leads.
Although email has been the most popularly use lead nurturing campaign, the issue is with spam filters and expired email list. These have made it increasingly difficult to contact leads through their email. This is where you need a multi-channel lead nurturing campaign. This implies that instead of using only emails for lead nurturing, add other channels such as:
a) Dynamic website content
Apart from creating helpful content on your website for your prospects, you also need to make it dynamic. This means you need to use marketing automation software to personalize your content for each user. For instance, if they browse a page of interest such as the product features page, use retargeting ads to bring them back.
b) Retargeting Ads
Adding retargeting ads to your lead nurturing campaign is one of the best ways to convert prospects to customers. You can run retargeting ads on Facebook, Twitter, LinkedIn and Google Display Network.
c) Social media monitoring
The social media a place where you can easily connect with your leads and build relationships with them. All you need do is to engage with your prospects by liking and commenting on their posts. You can even send them relevant messages when appropriate.
d) Mobile Marketing automation
The truth is over 60% of all web traffic takes place on mobile devices. If your lead nurturing campaign does not include the mobile devices, you are missing out. Use mobile strategies such as location-based technology, text message marketing, and phone calls to reach out to your leads.
Nurturing your leads through multiple channels will help you reach more prospects and build brand awareness.
The fourth lead nurturing best practice is “Score your leads”.
4. Lead nurturing best practice: Score your leads
The fourth and the last lead nurturing best practice is to score your leads.
Lead scoring is the process of ranking your leads against a scale that shows the perceived value of each leads to your business. It is very important to your lead nurturing campaign as it helps to improve revenue. You can implement lead scoring for your lead nurturing campaign through marketing automation platforms. All you need do is to assign numeric values to specific website browsing behaviors and conversion events.
The score you get will help you know if you should nurture the leads down the sales funnel or not. With lead scoring, you will know the leads that will buy from you, leads that are inactive and need more nurturing and leads that will buy nothing from you. Find an example of lead scoring below from Marketo.
Above are lead nurturing best practices that can help you get the best from your lead nurturing campaigns. Have you tried any of the lead nurturing best practices above? Share with us in the comment section below.
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