Effective Lead Nurturing in Stages
June 29, 2016
We all know that website traffic doesn’t necessarily immediately translate into paying customers. Most online visitors don’t convert from the get-go, as some prospects need more time before moving further along the sales funnel. This isn’t necessarily a bad thing, though. The key is to look at this turn of events as an opportunity to give them all of the information they need to be convinced that your brand is the best option available to them.
Fortunately, there’s a way to nudge them along a bit faster. You can help your leads arrive at a buying decision quicker through the use of lead nurturing strategies. When done right, lead nurturing can effectively convert more of your online traffic into viable leads and, eventually, paying clients. This is one of the driving principles behind quality lead generation strategies.
Think of it as a series of steps to build relationships with visitors. Steps that eventually allow you to earn their trust. Once that trust is gained, there is a higher probability that your brand remains top-of-mind and that when they’re ready to make a decision, they’ll end up purchasing from you. Best case scenario, they might even become advocates or brand ambassadors somewhere down the road.
Ready to start your own lead nurturing strategy? Here are the four stages of a successful nurturing campaign:
(Image source: Hubspot)
It’s important to know who your ideal customer is, and the way to do this is by creating buyer personas. A buyer persona describes your ideal lead. A typical profile includes a buyer persona’s likes, dislikes, the demographic to which they belong, motivations, personal aspirations, and other bits of information that will help you form a realistic image of your ideal customer.
These are the people who want and need your product or service the most. Once you’ve created your buyer personas, you can create content and messages tailor-made for your target audience. This allows you to publish quality content that your ideal customer will find helpful or valuable. You can also use these profiles to create effective SEO strategies, optimize your website design, and social publishing to be as attractive as possible for your ideal audience.
This is the stage where you gather contact information from online traffic. Contact information such as email addresses, names, contact numbers, and other details are essential pieces of information for any online marketer, as they give you a channel through which you can reach out to prospects.
For visitors to willingly give you their email addresses and other contact details, you need to offer them something valuable in return. This includes free eBooks, white papers, webinars, and other content that they’ll find useful, interesting, or entertaining.
You can gather contact details using forms, a call-to-action (CTA), landing pages, and a database to store and access all of your valuable contacts.
After attracting the right leads and gathering their contact details, the next step is to turn them into paying customers. Usher them towards a buying decision by using closing tools at the right time.
Facilitate sales by using Customer Relationship Management (CRM) systems, software systems that can equip you with the right customer data to help you effectively build relationships with prospects.
Harness the power of email marketing by sending valuable and relevant content to prospects until they are ready to buy. You can also use other tools like marketing automation software and closed-loop reporting to close sales faster.
Remember, relationship building doesn’t end with your first closed sale. Continue to engage your current customers through surveys, relevant calls-to-action, valuable content, and social monitoring.
The idea here is to turn your existing customers into brand advocates and evangelists. We all know that there’s no marketing tool more powerful than word of mouth, and that’s what you want to encourage. Creating customer delight will drastically increase your chances of getting solid referrals and recommendations.
Using the right lead nurturing strategies at each stage of the buyer’s journey will complement and enhance your current lead-generating efforts. This increases your chances of attracting quality leads, optimizing a customer’s lifetime value, and decreasing acquisition costs.
Check out our FREE eBook for a comprehensive guide to lead nurturing!