Any best practices for lead nurturing

Lead Nurturing Best Practices and Your Organization

Lead Nurturing Best PracticesIt’s true that lead nurturing best practices are important to establishing good relationships with prospects, though many small businesses don’t really have the time or the resources to think about it. The act of adopting marketing automation into company processes is about giving your organization the ability to start nurturing leads and developing a deeper, more intensive and effective funnel over time. For many businesses, understanding the best ways to nurture leads aren’t a part of this process from the get-go.

When considering how to nurture leads for your business, it’s best to put yourself in your customer’s shoes. Here are some ideas on how you can get the type of familiarity that will help you best turn your prospects into completed conversions.

Lead Nurturing Best Practices

At minimum, nurturing leads is about developing a relationship of trust with your customers. Because many modern business relationships start and continue over the internet, the in-person, ‘human touch’ component of interaction and communication is sometimes lost.

To give you a good example, many of us would never buy a car over the internet without test driving it, feeling the steering wheel under our hands and being able to experience being in the car and seeing the exterior first-hand. With recent economic issues these past few years reducing the income of many, customers want to “feel out” your product or service and feel they’re getting the best bang for their buck before making a deeper commitment.

Take a step back and ask yourself how your website, self-presentation and various sales materials stand up to the test of time with regard to how much customers trust you. If your offering was a car, do customers get a good feel for the product and develop trust before making a big commitment?

Making it Personal

The more personality and trustworthiness you put across in your marketing materials, the more it’ll be likely that clients trust you over time. It’s important to give your marketing materials that personal touch – for example, if your business happens to be family owned, this is a great way to tell your clients more about you and establish that trust. Try writing a company blog or recording a video where you showcase members of your staff or a specific team.

Lead nurturing best practices are all about getting to know the client better and putting personalization into practice. Marketing automation can help you track data, and the right marketing automation team can help you figure out what your clients want to see from you before you even start tracking, as well as how to better nurture leads. Find out more by consulting with Lead Liaison’s friendly staff today!

Create Content That Nurtures Your Leads

Create Content That Nurtures Your LeadsUse your inbound marketing strategies beyond lead generation—learn how to create content that nurtures your leads too. Once leads have been generated and placed into the appropriate sales funnel, it’s crucial to qualify leads accordingly and determine as quickly as possible if a lead is not interested in you.

There are several things to keep in mind when determining best practices for nurturing qualified leads. Segmenting your streams of prospects into nurture tracks that meet their needs, ensuring a personal touch on all communications, maintaining a two-way communication channel, and integrating sales teams with marketing teams are all productive steps to nurture leads. Another way to help nurture your leads closer to the buying stage is to provide them with interesting and relevant content. Here are a few ways to integrate this into your lead nurturing system already in place:

Educate your leads

Help them to make a smart buying choice by thoroughly letting them know their options. Provide original market research stats (or find a reliable source) that show them how others in the industry make buying decisions. Be sure not to skew it too much in favor of your brand, though, to assure them it is legitimate data.

Use analytics from marketing automation

Determine how your leads prefer to receive information—via email, blog content, white papers, etc. Your marketing automation software allows you to accurately monitor the activity on your site, record when leads are available to communicate with you, and enable you to nurture targeted segments of leads. With all of this data, you are informed to create content that nurtures your leads and provides what they’re already looking for.

Repurpose content

Get the most out of each piece of content you publish. Create an informative white paper and split it up into sections to publish as individual blog posts. Then create a slide deck out of these different sections, and finally voice over the slide deck to create a video. This provides four separate types of content you can use to nurture your leads. You might find that leads that have been qualified into a particular stream prefer video over white paper, so this makes a more personalized attempt to reach out to them.

In order to create content that nurtures your leads in the most effective way, you need to utilize your marketing automation process to get the best understanding of what it is that your leads want to know. This will give you the best odds in turning leads into customers through nurturing your leads with content marketing. When considering your lead nurturing campaigns, be sure that no lead goes unnoticed and that you contact them when you say you will. Here are five additional tips to make sure you don’t lose your leads before have the opportunity to nurture them.

Drip Marketing 101

Not familiar with drip marketing? Now might be the time to get acquainted. Drip marketing is exactly what you’re probably thinking – it’s a process where you create marketing materials that go out to your customers slowly over time, hopefully converting them to your offering and building a dynamic relationship of trust.

Drip Marketing 101All good drip marketing starts with a concept. Since you are slowly converting customers to your products or services, it’s important to first determine what specific item you want to sell. In most cases, you’re not doing direct marketing – throwing the product in your customers’ faces and hoping they will bite. You are presenting them with a concept that you build up as the right choice to solve their individual problems.

So now that you’ve decided to drip, how do you decide what your concept should be, and where do you start?

Drip Marketing for Newbies

Drip marketing happens via email. Before you do anything else, it’s most important to identify a way that you can collect email addresses from your clients. If you only have email addresses from existing customers, your drip campaign will have to focus on getting further sales or increasing profitability with your current customer base.

We strongly recommend considering how you can collect email addresses for potential clients as well as current ones. You may want to ensure you have a newsletter sign-up on your website. You may consider offering premium content in exchange for an email address.

Nailing Down Your Content

For example, if you are selling camping equipment, you might make your content offering something like, “10 Tips to Make it in the Wild.” You could then start an auto responder on your current email service provider that goes out to your subscribing customers for a certain period of days. Regardless of what your industry is, you should be able to think of something you can offer your customers as premium content.

Many businesses start a drip campaign or auto responder and then never think about their drip marketing again- giving old and new customers the same information over and over again. The best way to approach running a drip marketing campaign is to analyze the results you get from your first campaign, and make adjustments accordingly. Many successful business owners run multiple drip campaigns with premium content going out to segmented users.

Segmenting your users can be tricky – but with Lead Liaison’s marketing automation dashboard, segmenting your audience and setting up your drip marketing campaigns is easier than ever before. To find out more information, contact us and let us connect you with a solution that works for your business!

Steps to Simplify your Lead Nurturing

Steps to Simplify NurturingLooking for a way to simplify your lead nurturing and better manage your leads? Effective lead nurturing starts in one place: organization. Ensure that your sales team knows the method behind the madness of the lead lists upon lead lists. Here is a simplified overview of what to keep in mind.

1. Segment, segment, segment. It cannot be stressed enough that organizing your streams of prospects into nurture tracks that fit them individually enhances their experience with your company, therefore increasing close rate. Understand what their interest level is and when they might consider buying. Don’t send the wrong targeted content campaign– that’s just asking them to unsubscribe. Still need to be convinced about the importance of high quality content? Read Why Smart Consumers Insist on High Quality Lead Nurturing Content.

2. Add a personal touch. Make sure they have a name and maybe even a face to go with the emails and the voice. Letting them know they have their own point of contact helps them feel more comfortable working with your company. Along the same lines, give new leads a warm welcome, roll out the royal treatment to let them know you’re in it for the long haul with their company. This can also be done with older leads, as a sort of recycling process to revamp their interest.

3. Keep the communication relevant and two way. Include feedback surveys in your campaign that invite them to share their thoughts. Be sure to target industry news to them specifically. Include exclusive offers to let them know you are interested in a long term relationship with them and are invested in the success of their business. Here are some ideas on including offers in nurturing to get you started.

4. Last but not least, keep marketing and sales teams in the same loop. What could be worse than sending an impersonal email to someone a sales rep has almost closed? Understanding the prospect’s journey is a crucial part of building the relationship.

Why Lead Nurturing is Essential for B2B Marketing

Why Lead Nurturing is Essential for B2B MarketingB2B buyers are the toughest consumers to secure, because their decisions are based on the needs of an entire business rather than one particular person. It is harder for marketers to accurately profile the lead and determine their specific stage in the buying process. Company purchases could require a series of tests, comparisons, and approvals before a B2B buyer even considers contacting a potential supplier for more in-depth product information.

It is harder to pinpoint a B2B buyer’s decision making process unless they willingly offer information about their company’s purchasing process. That is what makes lead nurturing so essential to B2B marketing. Marketers need to continuously provide B2B buyers with helpful content that will maintain their interest until they reach the point where they are ready to contact someone in sales.

Lead Nurturing Benefits B2B Buyers

Lead nurturing is essential in B2B marketing, because it gives B2B buyers the opportunity to research product and services at their leisure. If you send the valuable content to buyers by email, it will also make it more convenient for them. Just be careful not to send irrelevant or frequent mass emails to potential buyers. They’ve given your business access to their inbox, because they want trustworthy answers to their questions. They don’t want it filled with useless spam.

Creating Customized Lead Nurturing

If the potential lead has shown interest in a particular product you carry, any future lead nurturing emails should pertain to that specific product. This can be achieved by first profiling the lead and then grouping leads with similar needs into predefined lead segments. It will be too difficult to cater every email to every single person, but you can customize content to groups of leads that have comparable profiles. The email should also be addressed specifically to each individual lead and contain information that will make their purchasing decision easier. That will help strengthen the relationship with the B2B buyer.

Lead Segmentation before Nurturing

Website visitor tracking and marketing automation software are necessary for developing and analyzing a comprehensive lead profile. This automated process monitors and records a lead’s online activity and then profiles, ranks, and segments each lead based on their behavior. Once you understand what a group of potential leads is interested in, it is easier to create content that caters to their unique needs. If you are searching for more lead nurturing tips, please read our previous article on B2B Marketing Automation Tips.

 

High-quality lead nurturing is essential for B2B marketing. It gives buyers a chance to research their options in peace before they are swarmed by eager sales professionals. If the lead nurturing campaign is successful, a B2B buyer will already know they are interested in your particular product or service before they ever have to deal with a salesperson. That is why prospects that are successfully nurtured have a significantly higher conversion rate.

How To Nurture Leads With Your Mobile Phone

Nurture Leads With Your Mobile PhoneWhen it comes to nurturing leads, it means that you have a system through which you are able to communicate with potential clients constantly until they become fully fledged clients. This is done by giving out helpful information and making sure that your brand sticks in the minds of your potential clients.

So you have taken advantage of the internet and you have been working hard to nurture leads through various techniques by using your computer. But, how do you do it with your mobile phone? The answer to that is through content marketing. Content marketing has proven to be the best way to nurture your leads as well as increase traffic and sales. The best part it is, you can do it very easily with your mobile phone, especially if you are on the move.

Email Your Clients

Email is known to be the number one tool accessed by internet users. So if you have not incorporated email marketing in your business yet, you are lagging behind. Email permits you to stay connected with your prospects especially since they can access their email accounts instantly via their mobile phones. Therefore, while you are sharing content on your blogs and social media sites, you can also keep your potential clients updated through email. To do so, make sure all the emails you send out add some value to the receiver by providing useful information. Remember to also separate your target consumers who are still in the first stages of buying from those who are currently sales-ready.

Social Media

Remember that consumers have moved from using mailboxes and computers to using smartphones and tablets to stay connected. You should do the same. Through your mobile phone you can access practically all the popular social media sites such as Facebook and Twitter. You can create campaigns to nurture your leads in such a way that they benefit both you and the consumer. Maintain a close connection to your potential clients on social media. You can do this by sharing content and answering questions. This way when it is time to purchase your service or product, your leads will automatically come to you.

Blog, Blog, Blog!

It is common sense that no prospect will come across your website and settle for your brand immediately. Create a blog and use it to reach out to the prospects that have not made up their minds yet. Do this by finding a specific niche, picking up your mobile phone and writing about it. However, feel free to divert a little bit from your service or product to make the blog more interesting, for instance giving solutions to certain problems your prospects may be experiencing.

Nurturing your leads requires that you keep close track all the time and treat each of your leads preciously. Through content marketing you will manage to create a positive perception of your business as one that is helpful and reliable in its industry. In addition to that, your prospects will gain trust in you.

Analyzing Forbes’ 12 Step Process for Lead Nurturing

Forbes Process for Lead NurturingIn an effort to stay on top of trends, I am constantly researching new techniques to improve various aspects of the marketing automation process. During my research, I came across a two year old article that covered many of the same lead nurturing techniques that are utilize at Lead Liaison. Forbes article, the twelve step program for lead nurturing, may have been written in March of 2012, but the lead nurturing advice still holds true today. Marketing automation software has streamlined the process for lead nurturing, but the act of convincing leads to become consumers is still the same.

Lead Generation

The first step in the Forbes’ article on lead nurturing is acquiring quality leads. This seems pretty obvious, but every lead nurturing campaign needs an interested audience to be successful. Marketing automation addresses this crucial step using website visitor tracking.

First Contact

The next step in their lead nurturing program is having an automated or manual instant response system. This should be a friendly, non-obtrusive email advising leads that your sales and marketing team are available if they have any questions and concerns. Forbes’ article focuses more on sending an initial alert to the new contact that you will be in touch with them at a specific time in the future, whereas Lead Liaison’s marketing automation strategy focuses more on notifying the lead that help is available whenever they need it.

Follow Up

The next part of Forbes’ article covers contacting the prospect as promised. Marketing automation uses customized lead nurturing content to stay in touch with prospective leads. It also uses lead nurturing email to cover the fourth step covered in Forbes’ article; offer immediate value. Lead nurturing emails should give the reader valuable free advice to brand a business as an expert in their field.

Listen to Leads

Forbes’ fifth step examines the importance of understanding what each particular lead wants and needs. This would fall under marketing automation’s lead tracking and profiling process. Forbes’ follows this step with providing the lead with a chat feature for faster communication, which is now an essential part of most digital marketing strategy.

Repeat as Needed

The steps the article from Forbes’ covers next involve repeating the nurturing process until a lead is ready for conversion. It discusses the importance of staying in touch, offering more valuable information, and tracking all responses and activity. This strategy can be streamlined using automated website visitor tracking software and customized lead nurturing email campaigns.

Close the Sale

If everything goes according to plan, the lead will eventually be ready to make a commitment. The tenth step in the article is asking for their business, followed by asking for a referral. If you are utilizing marketing automation, your sales team will be automatically notified when a lead is showing signs of conversion, so this can be done immediately.

Assess Results

The final step the article covers is reviewing the results and learning from your mistakes. Every lead nurturing programs needs a system for analyzing the results, so you can make adjustments to improve the lead nurturing campaign’s ROI.

The article Forbes’ published nearly two years ago covers all of the important elements in a successful lead nurturing program. When all of these steps are executed effectively, lead nurturing can produce an endless stream of qualified leads.

The Strategic Alliance between Lead Profiling and Lead Nurturing

The Strategic Alliance between Lead Profiling and Lead Nurturing

I was reading this great article titled; Lead Nurturing; Ripening the Right Bananas, which explained how lead nurturing turns unripe leads into loyal consumers. The article was helpful, but I immediately noticed a crucial step in the process that they had left out; lead profiling. Successful lead nurturing begins with thorough lead profiling.

Lead Nurturing Needs Lead Profiling

Although the article did an excellent job of summarizing the benefits of lead nurturing, it didn’t supply the reader with a real strategy for creating meaningful connections with unripe leads. Leads that are not ready to convert require customized coaxing to convince them to respond favorably to the campaign. Businesses cannot effectively turn leads into consumers without first understanding the leads’ behavior, interests, and needs.

It makes perfect sense when you think about it. How can a company convince someone they need a particular product or service, if they don’t first understand how their product or service will benefit that specific lead?

Lead Profiling for Lead Nurturing

The building blocks for any effective lead nurturing campaign is comprehensive lead profiling. The most efficient way to develop a complete lead profile is marketing automation. Marketing automation software uses website visitor tracking to find out exactly what information a lead is seeking out, which articles or pages they have already viewed, and any demographic characteristics that can be obtained through their IP address or online registries. All of this crucial information is compiled to create a beneficial lead profile.

Marketing Automation and Lead Nurturing

Visitor tracking and profile is necessary for the foundation, but there is still more work that needs to be done before a business develops lead nurturing content. The marketing automation process always involves ranking and segmenting leads based on specific behavior and characteristics. All of this is done to increase engagement and lead nurturing ROI. Lead nurturing content must be relevant and customized based on the predetermined lead segments to create a real connection with the reader.

Relationship Building with Lead Nurturing

Businesses can’t expect to develop an intimate and meaningful relationship with potential prospects if they first don’t take the time to get to know them personally. Leads know they have endless purchasing options online and they won’t settle for a business that doesn’t make an effort to understand their needs and concerns.

Developing a strategic alliance between lead profiling and lead nurturing makes it easier to turn leads into consumers. It makes the prospect feel like the company truly cares about their concerns and is offering valuable advice for free. To generate significant ROI from lead nurturing campaigns, companies must first track, profile, and segment every lead into comparable groups. That is the only proven way to create relevant content that will be truly beneficial to your prospects’ lives.

Six Tips on How to Grow a Business Using Lead Nurturing

Grow your business using lead nurturingThe sole purpose of any lead nurturing campaign is to grow the business. It should be focused on building brand authority, establishing expertise, and creating lasting relationships with new and existing consumers. Every lead nurturing campaign should be designed to expand your customer base and help your business develop a loyal following.

If you are not already convinced of the power lead nurturing has to grow a business, please read why smart consumers insist on high quality lead nurturing content first. Once you’ve accepted that lead nurturing is essential for marketing a business online, the next step is to follow these six simple tips for greater lead nurturing success.

Here are six tips on how to grow a business using lead nurturing:

Know Your Target Audience

Understanding your target consumer’s needs and interests is necessary before you create a lead nurturing campaign. Start by utilizing the website visitor tracking capabilities of marketing automation software to monitor and profile potential leads’ activity on your website. This software will record and analyze behavioral trends and relevant demographic traits to help define your company’s typical consumer.

Understand Your Leads’ Needs

After you get to know your consumers better, the next step is determining what they need from your business. This is not necessarily a specific product or service. Focus more on addressing a solution to their problem. For example, if you sell diet aids, your prospects’ need proven weight loss solutions, which of course will include your product. The key is making sure your lead nurturing campaigns are focused on fulfilling their needs rather than pushing your products or services.

Create a Diverse Campaign Strategy

You can grow a business faster using lead nurturing if you combine it with a multi-media digital campaign. Use a blend of lead nurturing emails, downloadable whitepapers, website blogs, and social media to guide potential leads in the right direction.

Offer Valuable Free Advice

Lead nurturing campaigns should offer potential consumers valuable advice to establish your company’s authority and expertise. The content should contain useful and relevant information that won’t be easily obtained elsewhere. Leads that receive valuable free advice from a business are more likely to be loyal customers in the future.

Personalize Lead Nurturing Campaigns

You can develop stronger relationships with potential leads by personally addressing each lead nurturing email, as well as customizing the content for predetermined lead segment. Marketing automation software can be used to group potential prospects that have similar lead profiles.

Measure Campaigns Results

To grow a business using lead nurturing, it is essential that you monitor the engagement level for each different campaign. Compare the results of all of your lead nurturing campaigns to determine which forms of media and what topics are generating the most interest. Lead nurturing is not an exact science and you may need to adjust your strategy along the way.

If you want to quickly grow a business with lead nurturing, it is essential that you know your target audience, understand your lead’s needs, create a diverse campaign strategy, personalize your lead nurturing campaigns, and measure the results. This will allow you to effectively and efficiently connect with more sales-ready leads.

Why High-Quality Lead Nurturing Will Be Essential in 2014

Why High-Quality Lead Nurturing Will Be Essential in 2014The last year has been an immensely successful year for most businesses’ digital marketing campaigns. Marketing automation, social media marketing, and other online marketing tools have made it significantly easier for companies to interact and engage a wider spectrum of new leads. These impressive new platforms have resulted in significant gains in market share for many online businesses.

However, this gain in their share of the market had to come from somewhere. Many other businesses digital marketing campaigns failed, while some were non-existent. These companies are quickly discovering the reason for their decline and are creating plans to reclaim their lost consumers.

Marketing Focus for 2014

The focus next year for companies that were successful in 2013 will be on maintaining their gains in market share, as more companies start to take advantage of the power of marketing automation and social media. The playing field will return to neutral, since almost every business in the world has now realized how much can be achieved with compelling and informative digital marketing campaigns.

If everyone is utilizing digital marketing campaigns, there has to be something distinct that sets your business apart from the competition. Businesses need to give potential prospects a reason to choose their product or service over the countless competitors who are reaching them through the same online channels.

Lead Nurturing Campaigns

The quality and consistency of lead nurturing content is one factor that can have a huge and personal impact on potential leads. Lead nurturing campaigns must grab the reader’s attention, provide them with real value, and then inspire them to react. According to Forrester Research, businesses that excel at lead nurturing will generate 50% more sales ready leads at a 33% reduction in the cost per lead obtained.

Original and insightful content will continue to be the main focus of digital marketing campaigns in 2014, although there will be a greater emphasis on customizing the content based on relevant lead segments. For more information on how you can using lead nurturing to grow your share of the market, please read Using lead nurturing to build trust and establish long-term clients.

Marketing Automation

Marketing automation software is a business’ best bet for tapping into the leads’ needs and behavior. It profiles their online activity and uses online registration to gather demographic characteristics. All of the information obtain during the website visitor tracking aspect of marketing automation can be used to formulate lead nurturing campaigns that speak directly to distinct groups of leads.

Businesses that succeed in generating and distributing relevant content that offers leads real value will maintain or gain market share in 2014. Any online entities that fail to take the most of resources like marketing automation and social media will quickly discover that they are losing out to those that do.