Creating a blog and getting your visitors’ data to keep in touch can even be an easy task. It’s really hard to turn your leads into real customers, who convert your marketing investments into real profits for the company.
For eager salespeople and marketers, the lead generation process can be a little frustrating: after all, just generating leads can mean that revenue growth isn’t as fast as you’d expect. That’s why it’s so important to apply a set of sales acceleration techniques called lead nurturing.
According to a Marketing Sherpa survey, lack of lead nurturing or lack of contact is the main cause of poor sales force performance. According to this survey, 79% of leads do not become customers because the organization does not make contact with them again or often.
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- The Importance of Lead Nurturing to Digital Marketing Strategy
- How to feed leads?
The Importance of Lead Nurturing to Digital Marketing Strategy
Lead nurturing consists of sending, authorized by the reader, a series of emails with content related to the user’s interest, building a more solid relationship. In this way, we leave leads prepared to advance to the next steps in the sales funnel, maturing the purchase intention with pertinent information for each stage.
To make a nutrition flow, you basically gather your contacts in a list segmented by interests and profiles, enter them into an authorized system to share emails and send rich content that can impress your readers.
It is important to remember that this process is not a direct sales procedure, but a way to educate your customers about the value of your business, about the options offered and present sufficient tools for decision making.
The benefits of the technique are diverse. According to Forrester Research, nutrition campaigns can increase sales volume by up to 50%. Also according to the survey, the result can be obtained with a 33% lower cost compared to winning new contracts.
So, with a bit of planning, we make the contacts more prepared to find the seller’s arguments, who can be more proactive. At this stage, we say that the customer has a good fit, that is, a good ability to buy.
How to feed leads?
To make a nutrition flow, it is necessary to be equipped with a good base of digital content that can be used in the process. It is interesting that you also produce exclusive content for the newsletter, but try to work with what the organization already has.
1. List the campaign objective
Defining campaign goals is a good guide to the type of content that will be shared on email lists. Join salespeople and understand what they go through in their routine to check what are the most requested information and the most recurrent situations.
Map out the campaign objectives and target the nutrition stream content to them. If you want to sell a package of services X, don’t take the focus off the reader by approaching packages B and A, for example.
2. Define the persona
Lead nurturing starts with gathering information about your leads. Try to gather as much data as possible. But beware: don’t ask for all this information at once. In addition to large forms inhibiting filling, the amount of data required can cause the reader to feel strange. Try to ask for information little by little, with forms on different offers.
With this data in hand, you will be able to trace the different people involved in your sales funnel and target content more efficiently. This way, you start to invest in content personalization, delivering different materials according to the needs and characteristics of the lead.
3. Select trigger event
Services such as Mail Chimp, Constant Contact and Aweber can help you build loyalty and get leads to increase your website traffic by building a contact list. These platforms also offer features so that new list members can receive the same stream of emails sent to old contacts.
Next, try to understand what kind of content the persona should see to be convinced to purchase the product in question. Would it be a series of posts on your blog or even an e-book? Observe the data collected by the Analytics of each post, the scenario drawn by your sellers and compare the information with the needs of each persona.
4. Plan an editorial calendar
Planning content submission deadlines, as well as content sequencing, is essential for a successful nutrition flow. E-mails sent in large numbers and at short intervals can lead to dropouts and the dreaded “unsubscribe”. Too long intervals, on the other hand, can make leads forget who you are.
A simple tip is to follow the rule of days, as in the example: Day 1, Day 5 and Day 10. This way, you guarantee good spacing to become memorable without becoming naughty in your readers’ inboxes. This way, you ensure that your brand remains alive in the memory of your leads.
5. Make Opt-In Offers
Opt-in offers can be defined as those addressed to customers who are genuinely interested in receiving newsletters and updates about your products and services. Remember to make offers according to the needs of your personas: what are the biggest doubts and desires regarding what your organization offers? How can you help your leads?
6. Create the messages
Each email has a specific role in the nutrition flow process. Do not compose emails without having goals in mind and Calls To Action defined for each of the messages.
On the first day, you can send an introductory email thanking your subscribers and reminding them of opt-in offers. On the second day of the nutrition flow, offer content related to your offering. You can use videos or posts with CTAs. On the third day, you have more freedom to offer more complete content, which requires more attention from the reader. On the last day, finally, present your special offer and invite list members to action. In this step, offer free consultations and targeted tutorials.
Keep an eye on the results obtained by your campaign. Based on them, you will be able to test new forms of nutrition campaign and make changes if it has not generated as many results as expected. Also, see some helpful suggestions for defining metrics for analyzing your email marketing campaign!
According to data collected by Hubspot , 50% of leads are qualified but not ready to buy. Lead nurturing experts get 50% more sales leads, at 33% lower cost, on average. Already the average ticket leads receiving nutrition is about 47% higher compared to the leads that are not nourished.
The evolution of email capabilities has brought possibilities for organizations to create and maintain healthy relationships with their potential customers in a sophisticated and accessible way. After all, a good email tool can be acquired by large, medium and small companies.
Bet on the nutrition flow and improve your results! If you still have questions about how to write captivating emails for your audience, read our posts on how to make a killer email marketing and tips on how to customize your email marketing!
Renato Mesquita is a journalist by training, specializing in digital marketing, inbound marketing and content marketing. Currently, its main objectives are to find organic lead generation opportunities, producing rich materials and managing content.
This post was produced by the Rock Content team.