A strategic lead development and nurturing program will help your company generate more leads and convert them to sales. Learn how to easily build your own program.
This series is your comprehensive guide to developing your own strategic lead development and nurturing program. Learn more about the five major components of a strategic lead development and nurturing program that boosts sales and boasts success.
Nurture Leads to Conversion
Lead nurturing is defined by IMPACT as the building of relationships with individuals who are not currently ready to buy, but could be an ideal customer in the future.
This means that the main goal of lead nurturing is relationship building. Combining personalization with a strategically mapped out marketing communications matrix is proven to engage leads at higher rates and lead to more sales.
Behavioral Tracking for Lead Nurturing
Tracking lead behavior lends insight into how interested the lead is in your product or service. Just because you have a lead that would be a perfect fit for your business does not mean they are interested.
One way to determine a lead’s level of interest is to track their engagement across your email, website, and social media channels.
Use analytics to read the story behind their open and click-through rates, time spent on your website, and engagement with your social media profiles.
The story these analytics tell about their level of interest will tell you how to best engage with them.
Take advantage of this information to effectively market to an already engaged user. Even if they never buy from you, they may still refer others because of the positive experience they had with your brand.
Trigger campaigns are event-based and deploy specified content triggered by specified activities. In other words, you can automatically send a targeted email based on an action such as a click or download.
From analyzing behavioral tracking, you can map out the elements and cadence of communication and identify waypoints that lead to the desired action.
Trigger emails give you the opportunity for automated yet highly personalized touchpoints. And personalized content is the foundation for building prospect relationships.
Marketing Automation Tools
Marketing automation is the best tool for triggered email campaigns. It helps you set the rules for the lead nurturing journey you’ve mapped out and will save time by executing automatically and tracking the outcome.
When selecting a marketing automation platform, consider whether its capabilities align with your needs, its ease of use, to what level you can customize and personalize, whether it integrates with your CRM, and the quality of the reporting and analytics it provides.
In our previous post on developing relevant content, we discussed how to determine which leads should receive what content and when. To build that valued relationship with your ideal customers, in addition to a personalized experience, you must also provide extremely useful, relevant content.
This means you must educate your leads effectively at each stage of the buyer’s journey. Focus on quality over quantity—start small with specific segments that are the “hottest” leads. Don’t communicate just for the sake of communicating. And make sure to have relevant content.
Let’s go back to that funnel for a reminder …
- Extremely useful, relevant, valuable information.
- Capture their attention by telling them something they don’t already know through blogs, eBooks, or videos.
- Podcasts, video, live interactions, case studies, comparison white papers, expert guides.
- Vendor/product comparisons, product/service literature, live demos, reviews, value proposition.
Marketing to Current Customers
We’ve been talking a lot about driving new leads, but let’s not forget about marketing to current customers. This is a smart and time-effective approach to business development. You have already established awareness, educated, and built relationships with these leads.
They are leads that are in the fifth stage of the buyer’s journey, as we discussed in our post for identifying the buying continuum.
With these leads, you are in a position to not only convert them again, but further your value proposition with new leads.
You’ve heard of “ABC—Always Be Closing.” Our advice is “NSN—Never Stop Nurturing.”
Are you interested in optimizing your lead development and nurturing strategy to reach your marketing goals? Send an email to Jill Fecher to start a conversation.
Any company with lots of leads wants to improve upon their process for finding new prospects and turning them into customers. This series is your comprehensive guide to developing your own strategic lead development and nurturing program.
- Identify the Buying Continuum
- Develop Relevant Content
- Generate a Database of Leads
- Nurture Your Leads to Conversion
- Tracking Results and Measuring Impact
Click through to learn more about the five major components of a strategic lead development and nurturing program that boosts sales and boasts success.