Thursday, 8 June 2017
How to Create a Persuasive Lead Nurturing Campaign
It is said thousands of times that digital marketing is not a project, it's a constant process. Further, a part of the inbound marketing process is to outline where lead generation starts and how it runs through your system so that potential leads can convert to new customers or members. Lead Nurturing Campaign refers to the part of that run in your system.
Ideally, lead nurturing campaign is an automated trail of emails or follow-ups developed to move leads down to the sales funnel until they become customers.
In case if you find difficulties understanding how a lead nurturing campaign works, here is an apt example of a winning lead nurturing campaign.
Following is an example of a basic 'DRIP' style email campaign.
Phase 1: It's simple. A user downloads your offer from a landing page. This means you have successfully created a top of the funnel offer of free downloads for your users.
The Next step is to set up this action to drive a campaign.
Phase 2: Send automated email 2 days later with another compelling offer, such as a video series related to the offer your lead has downloaded.
Now a follow-up mail to the lead, pointing to check out your new video series related to the offer, is going to push ahead the chances of that lead to convert into a sale. Moreover, it does make sense because of the emails, downloads, etc, you sent, were related to that lead's interest.
Phase 3: Now send automated emails after 5 days, with a moderate offer. It could be a trial offer to a monthly subscription of a service.
You still have 2-3 more emails before making the final call.
The point of is that by the end of that campaign the lead will more ready to make a purchase than when the user first visited on your website.
Now, let's dive more into how to create a persuasive Lead Nurturing Campaign using following strategies.
Generally, organizations have more than one type of audience. But most organizations only market to one type of audience.
In order to form an effective lead nurturing campaign, you need to first figure out that who needs nurturing.
After successfully determining your ideal and prospective customers, you can segment them so before starting the campaign.
Just because someone has visited your website and shown interest in one or two things clearly doesn't mean you do an email blast on him.
Rather, nurture such prospects effectively using sales funnel to make them ready to buy.
Pitching your products up front won't serve you much help, instead, offer some value to the consumers. Instances for Value include ebooks, webinar, and whitepapers.
Here, you don;t need to create new content often for lead nurturing emails - create a backlog of content and make use of such assets.
It is recommended to have only one specific call-to-action (CTA) to each lead nurturing email you send to leads. Your leads and prospects will likely take action if you can keep your email focused on one subject at a time.
So, analyze what is the primary action you want your leads and prospects to take. Do not forget to make that primary action a focal point of the CTA.
Save yourself a lot of time simply by creating a number of emails upfront and set them up to be sent automatically. For instance, scheduling them to go out on 1,3 and 6 weeks after the first interaction is a good practice.
Have some patience and try not to send more than one email per week.
Converting a lead into a sale neither easy nor tedious and vigorous, it's a process which asks for attention to details, patience, and right content. Moreover, incorporating aforementioned strategies in your lead nurturing campaign can drive it in the right direction.
To get good results, you need to understand the process and imply a few effective strategies to enhance your campaign.
Give these lead nurturing strategies a try to build a super-effective campaign.
Do let us know your suggestions and reviews in the comment box, if you find this article helpful. It'll be great to hear from your guys.