Lead nurturing refers to the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects and providing the information and answers based upon their requirements.
1. Deliver the right content, to the right people, at the right time:
An efficacious inbound marketing strategy requires strategically nurturing your leads using targeted content. In order to deliver the right content, to right people at the right time:
i) you need to understand each of your buyer personas
ii) you then need to cumulate targeted content designed to nurture each of your personas based on their interests, goals, objectives, and marketing triggers.
iii) you need to have a marketing automation platform ready to help you identify, categorize and target your unique buyer personas for inbound marketing strategy.
2. Social media:
Social media can be leveraged for lead nurturing as it has the capacity to facilitate something all businesses want most – the ability to engage in 1 to 1 conversations with their target audience.
3. Remarketing:
Remarketing is a clever way to connect with those visitors to your website who may not have made an immediate purchase or inquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website while browsing elsewhere around the internet. In other words, it is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website.
4. Multi-channel lead nurturing:
According to a research, almost four out of five marketers say their email open rates don’t exceed 20%. Also, 79% of marketing leads never convert into sales. The main cause behind this poor performance is a lack of effective lead nurturing. Effective multi-channel lead nurturing refers to a technique that most commonly involves a combination of marketing automation, email marketing, social media, paid retargeting, dynamic website content and direct sales outreach.
5. Provide a personalized website experience:
The likelihood of a person engaging with you further is greatly increased if you offer a much more personalized website experience. This can be achieved through smart content. With the aid of smart content, you can deliver content specifically tailored to where a prospect is in the buying process, or content targeted to people the very first time they visit. Smart Content lets you target content based on anything you know about your contacts through research.