Old school selling tactics don’t work today, especially online. One part of an effective modern online marketing program is lead nurturing. Lead nurturing is the process of warming up leads and identifying when prospects are ready to buy. Effective lead nurturing tactics are a crucial key to online marketing success. Your lead nurturing campaign strategy, when implemented correctly, can really move the needle in terms of generating revenue, often getting a 10x return on investment.
So we are going to show you the lead nurturing tactics that we use to help drive business growth for our clients. These are tested and proven tactics that drive huge increases in revenue. A great lead nurturing campaign strategy is an important part of that success,
Lead Nurturing Tactic #1: Maintain Your Targeting
When looking for a lead nurturing definition we found this one by Marketo: Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel and through every step of the buyer’s journey. We like to add to that definition of lead nurturing that targeting your prospect and their specific needs helps the entire lead nurturing process be more effective.
One of the main goals of lead nurturing is to help you identify when a prospect is ready to buy. When you know they are ready to buy, closing the sale is much easier. When the lead nurturing strategy is specifically targeted to your prospect’s needs you will have much more success.
Digital marketing is still a numbers game just like old school direct mail. If you target your initial top of the funnel efforts you start off with people entering your lead nurturing process that are already qualified to buy. Then by maintaining that targeting through the content in your lead nurturing process, you are going to end up with much more highly qualified, ready to buy prospects. The bottom line is that you’ll greatly increase the amount of business that you get through your website with a targeted lead nurturing strategy.
Lead Nurturing Tactic #2: It’s All About The Buyer And THEIR Journey
We often run into situations where businesses make a decision on marketing strategies or processes based on what’s best or easiest for them instead of their prospect. That’s a HUGE mistake. Your prospects are selfish and only care about solving their problem. If any barriers get in the way of that, you will lose them, especially online. So make sure you are actually nurturing your leads and not selling during the nurturing process.
This lead nurturing tactic requires restraint on your part. Most business people get so excited about any interaction that they want to sell, sell, sell right away. For your lead nurturing process to be effective you have to help and educate your prospect and not try to sell them until they are ready to buy.
If you look at the three stages of the buyer’s journey, you can see how your lead nurturing process should unfold. For the awareness stage, your prospect has a question or problem and they are looking for answers. Help them and educate them about their problem.
During the consideration stage, they know what their problem and the solution are. Now you can educate them about why you’re the company to solve their problem. You’re still not selling here, but instead helping and educating with case studies and testimonials.
For the decision stage, you can educate them about price. Why your process costs what it does. What factors make the cost higher or lower? You don’t have to give price quotes, but you do want the prospect to interact with some content about price. Price is that last thing that someone considers for any purchase. Now that they have interacted with price related content they are telling you that they are ready for that sales conversation.
Lead Nurturing Tactic #3: Research Lead Nurturing Examples Online
Why reinvent the wheel? The great thing about the Internet is that you can research anything including lead nurturing examples. You can simply type “lead nurturing examples” into google or check out these lead nurturing resources we have curated for you.
While we don’t condone stealing, we prefer to borrow and adjust to our own style. HubSpot has these 19 Lead Nurturing Email Examples You’ll Want to Steal. Number 15 by Zapier is one of our favorite lead nurturing tactics because it is so personalized and 100% helpful.
ActiveCampaign offers a marketing automation tool that allows for endless possibilities and triggers of your lead nurturing efforts. It’s our favorite marketing automation tool because you have no limits to your strategy. The tool allows expert level lead nurturing processes.
There are really so many sources of great lead nurturing examples online so take advantage of them if you’d like to learn how the pros do it. If you get stuck or have questions, please don’t hesitate to reach out to us here at Peak Inbound Marketing. We’re always willing to help.