Lead nurturing is the process of creating a relationship with a new lead until they’re ready to become a customer. Stay top-of-mind and create a means for regular communication as you lead them step-by-step through the buying journey. Not every customer who enters your funnel is completely ready to buy, so the hand-holding is an important part of the process.
Creating a lead nurturing campaign that helps to automate part of the lead nurturing process is a great assist to your sales and marketing efforts.
While we’ve discussed what lead nurturing is and why it’s so important before, we wanted to do a quick refresh.
Point blank, because it’s unreasonable to expect brand new leads to immediately close without a little bit of help. A nurture campaign helps turn cold leads to warm leads and qualify leads who will buy versus those who won’t.
It increases your ROI and helps increase your conversion rate because qualified leads will close and unqualified leads probably won’t.
What makes a lead nurturing campaign successful? It closes sales. Whether you’re sending out a lead nurturing email automation or taking another route, you want to see people opening your emails, clicking on links, and ultimately, making a purchase.
Here are a few tips for creating your lead nurturing campaign:
1. Focus on timing.
This really is essential when reaching back out to potential customers. Consider how often you’re sending emails or making calls as well as the time of day. Although 10 am typically proves to be a good time to send email, every audience is different, so be sure to pay attention to when your audience is most likely to open your email.
Don’t reach out too often or you’ll turn your potential customer off. Daily calls/emails are overkill, and you’re going to annoy the people you’re trying to engage. Instead, reaching out once every three to five days is pretty effective.
2. Thank your audience.
You’re reaching out to them because they’ve become a lead somehow. Either they filled out a form on your website, attended an event or webinar, downloaded an ebook or white paper, or some other method of handing you their information. You want to thank them for that! This is the perfect way to intro your first call or email to your new lead.
3. Utilize marketing automation software.
A CRM is a great way to manage the dates, times, and methods of communication with your leads. It can also create automation to alert you for when it’s time to reach out again, and many email marketing platforms allow you to create email campaigns that will automatically send and track emails to your prospects.
This can be a huge help with small sales and marketing teams as well so that your team’s resources aren’t completely depleted on follow-ups. Investing in automation software can definitely be worth it in the long run when you’re able to close more sales more quickly.
If marketing software is not in your wheelhouse, learn more about how to build a coherent tech stack that includes only the tools that will help your business and your lead nurturing campaign.
The original version of this article was first published on ReachForce.