By Christina Aiello
Gone are the days of cold calling and waiting for customers to break down the doors for your product. With a never-ending stream of high quality leads discovering your brand, lead nurturing has taken the front seat and brands are getting this message loud and clear. In fact, 74% of companies say converting leads into customers is their top priority (Hubspot).
So how does your organization stand out in this cluster of information and position itself as the best option for potential customers? This blog analyzes how to build and make the most of an effective lead nurturing campaign. Let’s dive in!
Why Lead Nurturing is Important
To put it simply, lead nurturing helps eliminate the chaos between marketing and sales. It directly impacts the success of your inbound and outbound marketing efforts and enables your sales team to continue to transform prospects into paying customers. By educating the customer and nurturing prospects until they are ready to make a purchasing decision, lead nurturing has become an essential piece of the sales and marketing puzzle.
Now that you know why lead nurturing is important, let’s cover how to build an effective campaign!
Step 1. Understand your target audience
Understanding your target audience gives sellers and marketers a tremendous advantage. Building persona based campaigns allows you to sharpen your message and enables alignment between sales, marketing, operations and customer service. The more you know about your audience, the easier it will be to write copy that resonates with them. Know their pain points and use them to your advantage.
Step 2. Set the Tone
To take your persona based marketing to the next level, turn your campaigns into interactive conversations. When communicating with prospects, talk about them like they’re real people. When your emails feel personal, creating messages and strategies that resonate with your audience is effortless. Your messages should be helpful and educational for your audience. Choose your tone with that thought in mind.
Step 3. Look at the Data
One of the benefits of lead nurturing is the ability to get real-time data on lead progress. These insights allow you to appropriately adjust the messaging and cadence of your outreach program to create the best outcome for your organization. It’s important to track the development of your campaigns through website data, conversion rates, qualified leads, click through rates etc. Actively engaging with data and analytics gives you an inside view of what’s resonating (or not resonating) with your audience.
Using lead nurturing actively moves prospects through the funnel and allows your business to leverage both marketing and sales efforts to communicate your messaging clearly. Developing and implementing an effective lead nurturing campaign is a learning process that takes time, BUT, it’s a journey best traveled when you invest in upfront planning and make continual improvements post-launch. Do you have any tips or tricks that have made your campaigns successful? Share them in the comments below so we can all learn from your success!
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