Lead nurturing is when you develop relationships with customers every step of the way. The next awesome killer campaign is what helps your brand or product stand out among the rest of your competition. Listen to your prospects and provide the necessary information and answers they’re looking for. The customer’s decision journey can be a long one so provide a better experience every step of the way. This article lists ten awesome lead nurturing strategies to help you become the next marketing and lead nurturing guru I know you can be.
Welcome your customers with open arms by creating a design that makes a great first impression. Welcome journeys are activated through requests such as signing up to receive your newsletter and are always short emails. Bombarding visitors with more than one or two emails lands you in their spam folder. These welcome journeys link you to industry trends, user reviews, shareable facts, your company’s ‘About Page,’ and overall help to build your narrative.
The intention of the qualification journey is to identify buyers ready to purchase by delivering effective call to action content or by using lead scoring software to increase leads based on recent website activity, demographics or content engagement. A qualification journey is triggered by inbound inquiries that gives the visitor the chance to seek further information. Studies prove that potential buyers complete 60% to 70% of their research before speaking with sales. So, if you engage too early you may drive away a sensitive buyer, but engage too late and you may miss your opportunity to make an impression.
A great way to improve a visitor’s experience with trials is to frequently send tips and insights designed to help users learn your product better and overcome common issues others have run into. A trial should range from a week to 90 days long, including three to ten interactions during that time period. Mix in some “how to’s,” best practices methods and offers to engage with representatives.
The lifecycle nurturing journey is arguably the most important of all lead nurturing types. About 50% of inbound lead inquiries are not sales ready right away because they’re typically doing research, evaluating the landscape, or don’t have a budget for it yet. Lifecycle nurture journey never lets the potential customer forget about you by constantly providing valuable content including best practices, community reviews, case studies and industry insights. These subtle reminders are timed two to six weeks apart and offer further connections on social media or at events. The idea is to gain interest and engagement in the prospect.
Everyone is familiar with a call to action, but just in case you’ve been living under a rock - call to actions provoke a response from your audience. They can be invitations to schedule a demo, watch a small presentation or to sign up for a trial. Possible buyers who respond to call to actions typically have a compelling event but leads that don’t engage in the call to action journey can be reassigned back to lifecycle nurture.
Set your customers up for long term success by providing a product or service after their purchase. This type of journey may include an email welcoming customers from your leader of customer success and links to resources to help them get started. The resources may offer orientation programs including to-do lists, homework and check-ins with account managers to ensure they are on the path to success. This also proves that you still care about the customer and aren’t just moving on to the next to hook. Successful and satisfied customers are more willing to refer friends and family to the service.
Writing great newsletters include a combination of things such as a tone and style that attracts customers, maintaining a regular rhythm, being authentic and ditching company jargon. You may also want to design beautiful content, test subject lines, incorporate clear CTA’s, and frequently evolving emails based on open, click and unsubscribe rates.
Grow attendance for attendees by including notifications weeks in advance leading up to daily reminders for an event. It would also be a great idea to include follow-ups thanking attendees for attending the event and asking for feedback to improve the experience for the next event or webinar.
Email blasts keep audiences in the loop by engaging them in company announcements, seasonal sale promotions, new feature releases, or even just some funny news. You want to design these similar to newsletters by presenting them beautifully with a great design, catchy content and a clear message. Check out Dollar Shave Club’s email blast I received not too long ago. The subject of this email was “How to Get Rid of Your Dad Bod,” and this obviously doesn’t pertain to me because I’m a woman, however I figured whatever was in that email had to be funny. And I was right. On top of helping you boost your grooming game, Dollar Shave Club sends numerous funny yet informative emails on how to improve your overall health and well-being.
A pro tip is to reach out to customers before they realize they need your service. For example, sending a “how to” guide to struggling SaaS trial customers could be what helps them realize they need you in their life. After they get up and running, of course. By doing this, you are providing the missing link to help them get started while forming a relationship with them. You can achieve this by integrating an event tracking system like Segment or a lead nurturing platform like Autopilot to create a more personal customer experience.