Lead nurturing is the process of drawing prospects
into the sales funnel, then “dripping” relevant information to them via print,
email, or other channels to keep them moving through the funnel until they make
a purchase.
Lead nurturing is a powerful tool, but it is a
process unfamiliar to many marketers. According to Forrester Research,
companies that excel at lead nurturing generate 50% more sales-ready leads at
33% lower cost. It’s worth learning!
Let’s look at five types of lead nurturing campaigns
and how they can boost your bottom line.
1. Product-focused campaigns
Once someone “raises their hand” to show an interest
in your products, your job has only begun. Now you can begin feeding them content
such as case studies, white papers, and data sheets. Give them enough
information, and the right information at the right stage of their buyer
journeys, to make a purchase decision.
2. Overcoming objections
Part of a customer’s journey is asking questions, so
feed them information that anticipates those questions and answers their
objections. This might include technical papers, customer testimonials, or
analysis from industry experts. A comparison/contrast with competitive products
might be in order.
3. Lead re-engagement campaigns
At some point, prospects can become disengaged from
the process. Maybe they were wooed away by a competitor. Maybe they handed the
project off to someone else. Or maybe they just got busy. Blog posts, case
studies, and customer testimonials are great ways to renew their interest.
4. Promotional/closing
campaigns
After a prospect has been exposed to escalating
“drips” of relevant content, it is time to close the deal. Send a promotional
offer or specific, personalized call to action to get them to pull the trigger.
5. “Top of mind” campaigns
Even once someone becomes a customer, don’t stop
pursuing them. Keep that relationship going with a welcome letter, postcard, or
information kit. Make new customers feel valued and appreciated, then stay top
of mind with educational newsletters, tips and tricks postcards, and regular
“drip” emails to keep them engaged until they are ready to make another
purchase.
Need help planning a lead
nurturing campaign? Give us a call!Please give us a call at 440-946-0606
Or visit our website here for more information.
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