Lead nurturing is one of those essential marketing practices that’s easy to do—in theory. In practice, the subtle nuances can feel hard to manage, and it’s not always clear where to start.
Even so, lead nurturing is one opportunity you can’t skip.
Research shows that companies that nurture leads well can generate twice as many sales-ready leads at a 33% lower cost. But implementing the right strategy has a huge impact on more than just sales. From brand loyalty to customer retention, nurturing leads can make a big difference.
In this guide, we’re covering the five most effective strategies to nurture leads in 2021 and beyond.
1. Make Time for Multiple Touches
Although many marketers envision the buyer’s journey via a streamlined marketing funnel, the truth is that every conversion will happen in a different way. Some will actually start out at the top of your funnel, while others may stumble onto specific product details as their first contact with your brand.
Despite the chaos of these journeys, one thing holds true: most marketers believe prospects need upwards of 10 marketing touches to get from brand awareness to conversion. In other words, if your goal is to turn leads into sales, you need to make time for multiple touches!
Too few messages and your valuable leads may disappear. Too many, and they might start to feel harassed.
It’s important to walk a fine line here, but a few simple tricks can help.
Try mixing and matching platforms by reaching out via both email and social media, for example. You can also vary your content types, offering everything from case studies to informative blogs to pricing guides. Don’t forget to also space out the frequency of your messages!
2. Engage Leads With Email Nurturing
In today’s changing digital landscape, email may not seem like the most cutting-edge tool in a marketer’s back pocket.
However, email continues to be the most popular messaging tool around, with over 70% of consumers preferring email as their primary communication vehicle with brands. Because emails are so enmeshed in our lives, email marketing continues to be a highly effective lead nurturing tactic—and one that brands can’t afford to pass up!
What’s more, email marketing can quickly become a no-brainer. With a wealth of tools available to help you automate your efforts, there’s no reason not to reach out to more leads with your campaign.
However, it’s worth noting that automation doesn’t mean you shouldn’t find ways to personalize your strategy. Adding a personal touch can be one of the most effective ways to convert leads, especially at a time when 41% of consumers will head to a competitor if your brand doesn’t personalize.
Instead, invest your efforts in finding ways to provide value without losing that helpful automation. Let visitors trigger an email campaign by filling out a form, offer up personalized subject lines, or send them specific offers and messaging based on their behavior. Small changes like these can make all the difference!
3. Use Targeted Content
If you’re doing your marketing right, you’ve already narrowed down your target market by studying your audience’s behavior and demographics. But if you aren’t putting this information to use in your lead nurturing strategies, you’re missing out on a valuable opportunity.
From your target market, work to further segment your audience into unique buyer personas. This can help you better understand the lifestyle, interests, problems, goals, and marketing triggers of each group.
With these buyer personas in mind, you’ll be better poised to leverage targeted content. Sharing specific content can generate trust with your leads. It shows that what you offer is relevant to their needs—and that they might get more of the same value if they subscribe to your brand.
4. Create Opportunities for One-on-One Interactions
It’s easier than ever to automate your entire marketing campaign online these days. While this can be a great time-saving measure that offers what your audience needs when they need it, it can also make it hard to engage in the in-person interactions some buyers crave.
Face-to-face touchpoints can be a powerful part of the lead conversion process, in addition to your existing automated marketing methods.
There are several easy ways to make this happen as a consistent part of your marketing funnel.
First, you can meet leads face to face—which can mean either in person or in a virtual setting, given the current health crisis. At the top of your funnel, this may appear as a quiet moment at a networking event, for example. Further down, you might use live product demos or seminars.
When face-to-face meetings aren’t practical, connecting with leads on social media can be a great way to stay top-of-mind. Engaging with potential customers in a synchronous chat can help cultivate your relationship for the long-term.
Last, don’t hesitate to let your team bring in their sales strategies. Where marketers craft helpful messages and valuable content, your sales team can come in for the personalized, one-on-one sales meetings that make a difference.
5. Focus on Content Marketing
Bill Gates first said it over 20 years ago: “Content is king.”
Those words are just as relevant today as they were back then, despite how fast the digital landscape has shifted and grown. Great content continues to be what inspires us, what educates us, and what persuades us to make decisions.
Content marketing, then, is the ultimate method of nurturing your leads: it both creates value and shares your brand’s message. That’s why it’s so critical to get your content marketing right!
Time and time again, offering genuine value will always generate trust. Relevant and useful content can be a great way to warm up leads in the awareness stage of the marketing funnel, to inform them about your brand when they’re considering their next move, and—if nothing else—to show that you know your stuff.
Nurture Leads Like You Mean It
As we’ve said above, every buyer’s journey is different—which is why creating effective lead nurturing strategies demands so much time and effort. Still, lead nurturing can be the single most effective process your marketing team tackles. After all, taking time to nurture leads can help you earn more of those valuable sales qualified opportunities, as well as long-term brand advocates.
If you’re ready to nurture leads like you mean it, you’ll need to stop letting potential customers vanish from your marketing funnel. With FormTestr, you can increase lead generation automatically, allowing you to direct your efforts to more of the things that matter. Sign up today to get started!