Attracting and retaining customers is a primary aim of a marketing strategy . Most organisations now understand that lead nurturing is an integral part of any marketing strategy; it needs to be planned and executed in order to generate the best results.
Here are some of the best practices your organisation should follow in their lead nurturing campaigns:
Identify the best marketing tools and channels
Don’t waste precious man hours where you don’t need to. Invest in marketing automation software where possible, as it will prove more cost effective. New technologies have made it a simple process to send out thousands of personalised emails or messages at predetermined times. Look into your options and select the automation tools that fit your organisation best.
There are many different channels you can use to reach prospective customers, but for your lead generation strategy’s success, you need to make sure that you identify the most relevant ones. Choose the channels that your target market is most active on, such as emails, SMS and social media platforms.
Segment audiences and content
The next step in your lead nurturing campaign is to create segmented lists for your target market. This ensures that you are sending them the most pertinent information for increased engagement.
You can track which product or service your prospects are looking into, and then send them content that’s relevant to what they have been researching.
Use tracking to find priority leads
Not everyone who lands on your website or downloads your guide is going to turn into a customer. As such, it’s important to employ tracking methods through landing pages and touch points that can help you gauge how much interest and interaction any given lead has with your organisation.
This allows you to find the customers most likely to engage, and prioritise them over prospects who are unlikely to move further down the sales funnel.
Test and learn
Your lead nurturing campaigns are never going to work unless you identify your strengths and weaknesses. You can do this by gathering intelligent data and metrics, and turning them into meaningful insights through analysis.
Use your campaign tracking and results to improve and evolve your marketing strategy to best reflect its strengths and to eliminate (or improve) any areas that are lacking.
Remember that understanding your target marketing and creating personalised, relevant content for them is the best way to qualify leads.
Lupo Digital is a sales and marketing growth team that specialises in digital sales, service and inbound marketing, helping organisations with their client engagement and building strong ongoing relationships with their prospects and clients.