Successful lead nurturing campaigns depend on a certain degree of subtlety. In order to maintain a strong connection and build a relationship with a lead that may not be ready to buy, the lead can’t feel like they are constantly being pitched at with every communication they receive.
However, a sales strategy has no real value if it doesn’t result in sales. In order to make those sales, you must make sure that even subtle automated marketing material gets your customers’ attention. You can do this by following three simple steps – pull them in, establish value, and then make an offer.
Pulling Them In
Even when the material you are sending out on a lead nurturing track is intended to be very subtle, every contact you have with a customer should still have a hook that will pull them in and make them think about your products and services. Great headlines and strong content are key to this. Make sure everything you send out has something that will interest a customer, and make sure everything you send to a customer is well put together and coherent.
The marketing automation tools provided in Lead Liaison’s software offer an incredible opportunity to customize content to appeal to target groups. By using Lead Liaison’s social intelligence capabilities you can build detailed profiles of different demographics of leads, and send them content tailored to appeal to them directly.
Another way to make sure you’re getting the full attention of your leads when you contact them is by establishing value through your content. You do this by communicating your expertise, and then demonstrating your willingness to share it with your customers. Design content that will educate your leads about not only the services you provide, but the broader realities of the industry and how to overcome specific obstacles. This will not only establish your company as an expert in the field, but will make sure your automated marketing material gets customers’ attention every time.
This is another process where marketing automation tools prove invaluable – an essential part of any lead nurturing strategy is communicating different levels of information as your relationship with a lead develops.
Making An Offer
No matter how far down a nurturing path a lead is, you should always remember that every communication is still an opportunity. Whether it’s the first email or the twenty-first email you’ve sent, every communication should remind your leads that you’re here to sell a solution to the challenges they face. Always include an offer that will entice your leads, and hopefully get them to convert.
Using Lead Liaison’s lead tracking tools, your sales team will be alerted when customers respond to prompts sent through an email campaign, and will be automatically alerted that a lead has exhibited a buy signal, giving them the opportunity to contact the lead and make the sales your company needs.
By adhering to these simple principles, you can make sure that all your automated marketing material gets customers’ attention every time. Visit Lead Liaison’s marketing automation resources blog to learn more about the important ways that marketing automation can help your business.