Are you doing lead nurturing the right way?
Lead Nurturing needs no introduction. In this dynamic business environment, growing business value has become quite challenging.
Not to mention that lead generation is the lifeline for any business to sustain. Capturing quality leads are just the start of the game. Lead nurturing makes the real difference in a brand’s growth track.
Forrester Research found that companies excelling at lead nurturing generate 50% more sales-ready leads, at a 33% lower cost
Yes, let see how lead nurturing helps business to covert the prospects to valued customers.
Setting up your lead nurturing funnel
Your Lead funnel must capture all your leads coming to you. There are three stages to a typical lead funnel.
Top of the Funnel (Awareness Level)
Prospects at this stage are visitors to your brand. They would be searching for ideas, resources for helping them answer their query. The brand’s goal at this stage must be to provide ample information about the industry niche topics and engage the audience to stick on.
Brands must try to trigger the visitors to move down the funnel through constant engagement. Relevant messaging to the right audience is the key to it.
Middle of the Funnel (Acquisition Level)
At this stage, the site visitors are much more interested to know about the brand, the products, and services. They would be partly ready to fill up a form, subscribe to your newsletter, etc. Hence, a brand must ensure that the website is tailor-made to suit the audience requirement.
Brands must try and capture relevant information about their visitors by offering freebies. They can offer newsletters, whitepapers, eBooks, etc. A more intense engagement triggers the audience to move down the funnel easily.
Bottom of the Funnel (Purchase Level)
Now, this is the most prominent area where your prospect/ visitor transforms into a sales qualified lead. The visitor is seriously considering an opportunity to purchase.
After interacting with the marketing messages and completing the information gathering, the prospect feels they need sales support.
It is a goldmine for business; brands must carefully look at placing ample information for triggering prospects to make this choice.
Customer testimonials, user reviews, case studies, product demos, schedule a consultation, etc. could act as a trigger. Effectively positioning the cues across the website will result in a big win.
Targeted Content
Leads nurtured with targeted content produce an increase in sales opportunities of more than 20%
Targeted Content is an area where most of the brands are investing a lot currently. For active lead nurturing, tailored content is a pre-requisite.
An audience persona to identify interest levels, the preferred type of content, behavior, preferences, etc. is essential to reach out to the right audience. The brand must ensure to have the means to understand the right target audience.
Let’s try to visualize a typical Car Buyer’s purchase journey to understand a lead nurturing strategy better.
A Car buyer is browsing automobile brand websites in UAE with an intention to buy an SUV.
Awareness Stage: Mr. John, looks up popular SUVs in UAE online. He finds search results from Toyota, Nissan, Renault, BMW, etc. John opens the Toyota website and finds details about their latest SUV model and the most popular one in UAE, The Land Cruiser. He goes ahead and watches a few videos and reads more about it.
Acquisition Stage: Mr. John browses the website again and finds out a special promotion and registers his interest to know more. Let’s assume an email is sent to him with the vehicle specifications and a video link to know more about the vehicle. A week later, he is again contacted through an email triggering a test drive for his favorite SUV.
Purchase Stage: Mr. John Responds to the mail and requests a salesperson to call him to know more. Say Toyota sends him a personalized brochure with essential details and assures a callback. In this example, Toyota would have mostly won him as a customer as a result of an effective lead nurturing process implemented.
In this digital age, brands must focus on a multi-channel lead nurturing strategy. Social media platforms, retargeting opportunities, website forms, personalized emails are a handful of tactics brands could use.
What is the baseline for a successful lead nurturing campaign?
The baseline for a successful lead nurturing campaign lies with identifying the right target audience and tailoring specific content to suit their persona and behavior.
Partnering with a marketing agency would help you chart out a comprehensive lead-nurturing strategy. It helps to identify your audience, understanding the customer journey, creating the right content, delivering it at the right time, mapping your leads across the sales funnel, creating an action plan to convert leads to buyers.
Brands are always more focused on lead generation and often miss out on the lead nurturing efforts.
According to DemandGen Report, 67% of B2B marketers say they see at least a 10% increase in sales opportunities through lead nurturing, with 15% seeing opportunities increase by 30% or more.
Let’s work around to build a robust lead nurturing strategy for your brand through the tactics mentioned above and grow business value.
Should you wish to talk to our lead generation experts, feel free to reach out to us on Jacobsons Direct