If you think that lead nurturing can wait, you’re wrong.
Because of your industry's long buying cycle, lead nurturing practices are crucial for manufacturing. In fact, according to Software Advice's Marketing Automation Buyer Report, 85% of manufacturers cited the need to nurture leads due to their product's relatively long sales cycle. The report also revealed that lead nurturing topped the list of desired capabilities among buyers, ahead of marketing analytics and lead scoring.
So if you’re not nurturing buyers today, we can tell you that your competitors definitely are. And as consumers evolve and expect better experiences, you will ultimately lose sales to the brand that has the more attentive voice.
Because a lead nurturing campaign is a purposeful process of engaging with your buyers to develop relationships at every stage of the buyer’s journey, your goal is to constantly be listening to their needs so that you can provide them with the best experience.
And whether you’re a marketing guru or part of a young team new to lead nurturing, you’ll always be on the lookout for powerful lead nurturing strategies to help your brand stand out, generate more qualified leads, and to improve the experience at every step of the customer journey.
Here are 5 strategies to help you nurture leads effectively:
1. Personalized Emails
Email marketing is not dead. However, it’s only effective if done right. According to Experian, brands that personalize promotional marketing emails experience 27% higher unique click rates and 11% higher open rates than those that do not personalize.
From welcome emails to regular updates to product announcements, personalize your emails by addressing your customers by name. Take it another level by segmenting your email lists by specific demographics and have customized emails for each segment. Use a tone that is casual and friendly that draws people in. After all, if you want to form a good relationship, you want to convey both warmth and trustworthiness.
And of course, don’t forget that your goal is to close. According to WordStream, simply using one call-to-action (CTA) in an email increases clicks by 371% and sales by 1617%.
2. Multi-channel Lead Nurturing
If you want to increase your conversion rates, mediums beyond email should be leveraged. Think along the lines of marketing automation, paid retargeting, and social media. Social media platforms have become effective channels for marketers to nurture leads as it allows them to interact with their target market directly. Furthermore, social media enables marketers to gain insight into customer pain points through social listening.
3. Target Users with Relevant Content
According to Aberdeen, targeting users with content relevant to their position along the buying process yields 72% higher conversion rates. Whether it's through ads, web pages, or emails, recognizing where your prospects are along the buying process allows you to deliver content that satisfies their current needs. And when you can accomplish that, you are one step closer to closing.
4. Timely Follow Ups
Today's consumers are not only more informed and therefore, more demanding, but they are also more likely to forget a brand if its presence is not felt often enough. If you want to push your leads down the funnel, then you shouldn’t wait too long to follow up. When you take too long to contact leads after they convert on your website, you lower your odds of turning them into paying customers as they've probably already forgotten about you and moved on.
5. Sales and Marketing Alignment
Sales and marketing must share responsibilities and recognize that converting leads through nurturing is a collaborative effort. When sales and marketing join forces and align their lead nurturing efforts, the result is an increase in the number of leads that turn into paying customers. While sales and marketing monitor different metrics, ultimately, their goals are the same and that’s to increase revenue.
If you’re new to lead nurturing and haven’t quite grasped why it’s so critical, think about how rare it is to find two people who decide to get married after just one date. Relationships need nurturing; they need to develop and strengthen before there’s commitment.
And while making a simple purchase and finding the person you’re going to spend the rest of your life with is an odd comparison, they both involve a decision. Because consumers have evolved so much thanks to the digital age, marketers now have to woo customers who expect excellent experiences as much as they demand superior products and services.