Lead Nurturing from Scratch – Tactics and Best Practices
⏱ Reading Time: 8 minutes
Whenever we talk about lead nurturing, the first thing that may come to your mind is emails. We all agree with the fact that email continues to be one of the most powerful ways. It helps businesses to interact and sell their products to the targeted audience. Email is a cost-effective way as it has the lowest customer acquisition cost when compared to other marketing platforms.
However, changes occur every day, and so do the customer habits. Thus, we have to ensure that our tactics and strategies match their habits in order to nurture them through our sales cycle.
Let’s have a look at lead nurturing tactics and best practices that can strengthen your business.
Lead Nurturing – Best Practices
No one can deny the power of social media, especially when it comes to marketing. Since marketing is the essence of every business, it captures every marketer’s attention.
Every day, social media connects thousands of people. It enables them to send millions of messages to each other. When it comes to business, there’s one thing social media are particularly useful for – streams. A social media stream encompasses all social activity of a particular user and it can be observed based on particular keywords.
If you’d like to find out more about users using keywords which are interesting for your business, you can find them quickly with a strong marketing software. In this way you will be able to interact better with your potential customers and find out more about what makes them happy or unhappy.
Picture 1. Using social media is a great way to reach your potential customers
According to research, you’re 21 times more likely to get a qualified lead if you contact your inbound lead who converted on your website within 5 minutes. This fact clearly states the importance of timely follow-ups, but many businesses still don’t take it too seriously.
With the help of modern technologies, now it’s possible to automate the marketing process to a great extent. Finally, the ultimate goal of automated lead nurturing is to turn leads into happy and loyal customers.
The idea behind smart content is rather new in digital marketing. Smart content revolves around the general concept of personalization. Therefore, it’s essential to form your messages keeping in mind that your site visitors are on different lifecycle stages and are situated in different geographical locations (among many other things).
In addition, there are a lot of tools which can help you gather info you can use to personalize your content and images. Finally, personalized content builds trust and increases your relevancy among future prospects.
Picture 2. Smart Content
Remarketing / Retargeting
The first thing you need to understand and remember about retargeting or remarketing is that it’s not free. However, it’s worth investing into, since it has come a long way since it was first introduced. This tactic enables you to target your prospects at whichever stage of the sales funnel they are with corresponding messages and offers. It demonstrates its power and effectiveness by improving the conversion rate for B2B and B2C companies.
7 Effective Lead Nurturing Tactics
Although there are so many lead nurturing tactics out there, here are 7 of the most effective approaches to help you in every business.
1. Leverage Targeted Content
If you want to do something different, you must keep in mind that one size does not fill all. Therefore, keep in mind that targeted content enhances results.
Begin by striving to know each of your unique buyer personas. Then, build a targeted content group to nurture each of your buyers based on their features like interests, goals, objectives, and marketing triggers.
You can use a marketing automation platform to assist you in identifying, segmenting, and targeting. In addition, it can help you with creating your unique buyer personas so that you can scale your approach.
Read Behavioral Marketing Strategy – How to Get People Clicking
2. Use Multi-Channel Lead Nurturing Techniques
Earlier, most lead nurturing tactics included setting up an email drip campaign. Those campaigns would convey generic emails to a list of prospects.
But today, marketers are looking for new tactics and technologies that incorporate and go ahead with email nurturing. With powerful marketing automation platforms, savvy marketers can administer multi-channel lead nurturing tactics.
Multi channels lead nurturing requires a blend of marketing automation, paid retargeting, email marketing, social media, dynamic website content, and direct sales outreach. Therefore you need that your sales and marketing teams are well adjusted and working cohesively to accomplish this properly.
3. Concentrate on Multiple Touches
The buyer’s journey for each product and service can be quite different. Still, research has inferred that, on average, prospects get ten marketing touches from the time they become conscious of your company till the time they turn into a customer.
The strongest lead nurturing approaches deliver content that encourages prospects to progress through the buyer’s journey by approaching common questions and concerns.
Also, apart from email campaigns, think about how you can use a mix of content types like social media, blog posts, whitepapers, interactive calculators, referral marketing software, or even direct mail to turn your prospects into customers.
4. Align Your Sales and Marketing Strategies
When sales and marketing join, lead nurturing strategies are more prosperous, and customer retention rates increase.
For both sales and marketing to offer lead nurturing, recognize the exact points in the buyer’s journey that prospects should be transitioned between teams. In order to do so, acknowledge different triggers like workflow enrollment, lead scoring, and conversion events.
The shared expectations, duties, and goals for this cross-team collaboration should be planned in a sales and marketing service level agreement (SLA). Building an SLA will support the two teams and hold each other accountable for turning leads and efficiently nurturing them into customers.
5. Send Personalized Emails
Email marketing remains a highly-effective tactic for lead nurturing — and customization of those emails tends to deliver better results. Research by Accenture discovered that 41% of consumers changed businesses due to a lack of personalization.
There are several ways to personalize emails to enhance your lead nurturing strategy. You can transfer triggered emails when a visitor downloads something off your website, clicks on links in your emails, visits certain pages on your website, or demonstrates a high level of engagement.
In the end, when you connect the power of marketing personalization with behaviorally triggered emails, you can produce the right marketing messages to the right people at precisely the right times.
Picture 3. Email personalization stats
6. Use Lead Scoring Tactics
For those who are new to the concept of lead scoring, this method is used to place prospects on a scale that renders the perceived value every lead represents to the organization.
Lead scoring can be performed in most marketing automation platforms by designating numeric values to specific website browsing behaviors, conversion events, or social media interactions.
The resulting score is utilized to determine which leads should be followed up quickly by a sales rep and which leads need to be nurtured more.
7. Word of Mouth Marketing
Word of mouth marketing is a great way of strengthening your marketing efforts. It’s an advanced version of what is known as referral marketing and it helps businesses nurture their leads. It is also familiar as the best and most effective form of marketing, since we tend to trust more to the recommendations of our friends and family than pure marketing messages.
In this blog, we have seen different lead nurturing tactics that can help every business grow its customer base. With the right tools, goals and worked out strategies, any business can reach their prospects and turn them into customers in no time.
More from our blog
CRM evolution has been taking many directions, depending on the technological innovations. What can we expect from customer service in the future?
Software delivery is one of the key pain points for dev teams. These 5 principles will reduce costs, time and risks of software development.