Here at Brandlective, we understand that nurturing your prospects and leads is essential in business, but how do you make sure your strategy grabs the attention of your demographic? A study by research industry experts, Forrester has found that of those who engaged in lead nurturing, with a strong focus saw an increase in sales by a staggering 50%.
The research is evident that nurturing leads is an exercise every company should be focusing on, but how do you break the mould and ensure your content is being consumed by those who you want to reach, and efficiently?
Email Marketing
Email Marketing is not a new technique, but it is a technique that many businesses underutilise. Many companies send out the odd email to promote a sale, ask for feedback or simply promote a product or service. We wager that not many SMEs are engaging in personalised marketing, either through a dubious opinion on whether it really works or the lack of knowledge on how to execute it effectively, while saving time and money.
The easiest way to exercise personalised email marketing, a technique that lends itself well to companies of any size is through behavioural trends. Although this can sound a complex strategy to take on, it is more straightforward than it seems. Emails can be implemented through automation programmes to be sent out after a considerable array of triggers. Triggers can range from visiting specific pages on a website, demonstrating high (or low) levels of engagement or abandoning a basket mid-purchase amongst many others that can be tailored to your business.
The ability to combine your email marketing leads with behavioural aspects of your consumer is unrivalled in its ability to making the customer generate a stronger bond with your brand. Is nurturing your email marketing a lead technique you can afford to ignore?
Research by Experian has found emails that present a personalised aspect can subsequently generate upwards of six times higher revenue for business over standardised emails.
Social Media
We know you’ve heard it. You know you should (and maybe are already) using social media to accelerate your business, but are you using it in the most efficient manner? Using social media requires a variety of essential aspects such as ensuring your brand remains constant throughout your content, the tone of voice is clearly defined, and interactions reflect your brand’s mission.
Technology such as social media is a crucial strategy to nurturing your marketing leads, in joint contention with your entire campaign. Social media lends itself well to original content such as blog posts, video and audio and can enhance your audience, ultimately driving more users to your website.
Interaction on your social media platforms can be tracked, evaluated and used as research for modifying your campaigns. There are a variety of lead scoring automation platforms that can be used to utilise your social media to ensure it remains as a crucial aspect when nurturing your marketing leads.
Did you know that one active user has the potential to reach 2.7m users in just four generations? (Each active user has an average of 140 friends online).
Targeted Content
It’s no secret that what appeals to one individual may not necessarily appeal to another, this remains pivotal within a business, and that’s why we suggest incorporating targeted content into your leads.
Although targeting content specifically to consumers may sound a common and essential aspect of any lead nurturing strategy, many businesses report a struggle with ensuring they are doing this effectively. We advise that to tackle such hurdles you must understand each of your customer avatars thoroughly, ensuring each has enough detail to understand their habits completely. We subsequently recommend creating a plethora of content with the aim of nurturing that persona, based primarily on their interests, goals and objectives. Finally, the importance of implementing an automation platform that results in identifying and targeting each customer avatar, which can be measured and adapted as time passes, is invaluable.
Leads that have been nurtured through targeted content have reported increasing final sales of upwards of 20%
To summarise, the importance of continuous modification of your marketing leads is essential in generating a successful business. The three aspects detailed above are what we believe to be the most necessary in turning potential customers into paying consumers and are something you should incorporate into your marketing model, if not already.
Sources:
https://blog.hubspot.com/marketing/7-effective-lead-nurturing-tactics
https://blog.bufferapp.com/content-promotion
