Every year you spend a sizeable amount on demand generation efforts such as email campaigns, promotions, tradeshows, etc. yet, not all of these leads are converted to sales. In this blog, we discuss the basics of lead nurturing so you can build a good nurturing program that guides your leads towards you throughout the buying cycle, thus reducing the number of lost leads.
1. Don’t forget what lead nurturing is all about
Remember: The aim of a lead nurturing campaign is to educate, converge and then convert (strictly in that order). The core aim of lead nurturing is to attract and hold the attention of your prospects. You can make that happen by giving them information about things that matter to them–information that is beneficial for them and that will help solve a problem. For instance, as a MSP, You can send your leads Day Zero alerts and tips on staying safe virtually. These will be things that your prospect finds value-adding which will make them look forward to your next contact with them.
2. Personalize your content
Personalization is key if you want to hit the right note with your prospects. Personalize the content of your lead nurturing drip campaign based on prospect behavior and persona. A personalized message says a lot about how much you care about their needs and are willing to offer them a solution. Plus, it makes you look like a well-informed adviser. Your leads will have different needs and you’ve got to respond to each of them with personalized messaging.
Sounds tough? Not with an intelligent marketing automation software system. When you have a 360-degree, real-time insight into what your prospects are looking for, It is easier to identify what they want and cater directly to them.
Interested in learning more? Sign up for the BuildIT webinar this Thursday.
3. Be conversational
Be sure your campaign uses a conversational style and doesn’t sound like a one-way broadcast. Personalization need not be limited to what you offer. It can also be applied to the tone and style of your messages. It is always easier to connect with a person who is friendly instead of preachy.
4. Space your emails evenly
The effectiveness of a nurturing campaign can be seen only when the emails are evenly spaced out. Sending too many emails is always a strict no-no. At least maintain a space of 7 days between emails. Having too large a gap between two emails, however, means your prospect may completely forget your message.
5. Track and score your nurturing campaign
Score every activity related to the lead nurturing campaign, so you know clearly which lead is ready to meet you and which ones need more time. Set a scoring model that gives you a proper picture of the level and area of interest in your content. Set a drip campaign for those who meet these requirements.