Creating an Effective Lead Nurturing Program
It may not seem that complex to set up a solid lead nurturing program; however, it requires more than just planning email campaigns, importing contact lists, and sending prospects down automated marketing flows. There are so many important things to consider for your efforts to be effective and well received.
Know your flow!
Businesses need to map out the direct path each potential lead should take to reach their website’s intended landing page. Companies need to identify the starting and ending points of their flow, so they can guide each lead in the right direction. Successful lead nurturing comes from knowing where you want each prospect to end up and then making sure that they get there with the least chance of interruptions or distractions.
Know where to collect data!
Every person online is leaving a trail of their personal interests based on the sites they are visiting, the products they are buying and their own unique comments or posts. It is important that every company has a system that can pinpoint specific areas where data can be collected on the prospect and then analysed to determine whether or not the lead has any real potential.
Know your weaknesses!
Part of creating an effective lead nurturing program is finding potential problem areas where prospects may fall out of the flow. Anytime a potential customer is within reach of your marketing efforts, it is important to grab their attention and hold on. By identifying weaknesses in advance, specific plans can be developed to capture every valuable lead.
Know your lead’s expectations!
Today’s business-to-business buyer is highly educated and has easy access to an abundance of information, including articles and blogs posted by competitors. To effectively nurture a lead, every message a company sends need to be relevant, informative and regularly updated. Consumers have high expectations and lead nurturing campaigns need to meet or exceed them to stand out.
The better method you have for collecting information on leads, the easier it will be to direct them to content that will obtain and maintain their interest. By understanding potential leads and their expectations, lead nurturing campaigns will have a higher rate of conversion. Follow these steps to ensure that no valuable lead is lost along the way.