To nurture is to help grow, or to cultivate. Nurturing leads is the process of drawing prospects into the sales funnel, then “dripping” relevant information to them in order to help grow and cultivate their awareness, interest, knowledge, etc. in how our goods or services will be of a benefit to them. This information is brought to these leads via print, email, or other channels- all working together to keep them moving through the funnel until they make a purchase.
Lead nurturing is a powerful tool, but it is a process either unfamiliar to marketers, or just hasn't been implemented due to the many moving parts required to set one up. According to Forrester Research, companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. It’s worth learning!
Let’s look at five aspects of lead nurturing campaigns and how they can boost your bottom line.
1. Product-focused campaigns
Once someone “raises their hand” to show an interest in your products, your job has only begun. Your goal now is to determine where in the buyer's journey they're at. Are they merely aware of your product or are they looking at your product as a possible solution to their problem? Now you can begin feeding them content such as case studies, white papers, and data sheets. Through surveys and other means, you can determine where in the funnel they are. The idea is to give them enough of the right information at the correctly corresponding stages of their buyer journeys in order to assist in a purchase decision regarding your product or service.
2. Overcoming objections
Part of a customer’s journey is asking questions, so feed them information that anticipates those questions and answers their objections. This might be part of your content marketing efforts, or can also include technical papers, customer testimonials, or analysis from industry experts. A comparison/contrast with competitive products might be in order. (How many ads do you see about Verizon and AT&T pitted against each other? Their goal is to overcome objections and prove their relevance or quality of service.)
3. Lead re-engagement campaigns
At some point, prospects can become disengaged from the process. Maybe they were wooed away by a competitor, handed the project off to someone else, or maybe they just got busy. Blog posts, case studies, and customer testimonials are great ways to renew their interest. They already are aware of your company and service, they just need to see how it will be relevant to them. Aim to speak to their problems and show how your product or service is a solution.
4. Promotional/closing campaigns
After a prospect has been exposed to escalating “drips” of relevant content, it is time to close the deal. Send a promotional offer or specific, personalized call to action to get them to pull the trigger.
5. “Top of mind” campaigns
Even once someone becomes a customer, don’t stop pursuing them. Keep that relationship going with a welcome letter, postcard, or information kit. Make new customers feel valued and appreciated, then stay top of mind with educational newsletters, tips and tricks postcards, and regular “drip” emails. What other goods and services do you offer that would assist them? Keep them valued and engaged until they are ready to make another purchase.
Need help planning out a lead nuturing campaign? From advising, to direct mail and promo items, we've got your back. Contact us today!