Lead nurturing is about keeping up with your leads or potential clients and ensuring they don’t go “cold” or, worse, unsubscribe. It’s about sending information beyond sales or promotional content to improve their relationship and communication with subscribers and potential customers.
In return, this improves your return on investment, credibility, and reputation as a business. In addition, companies have reported that lead nurturing campaigns make them the most revenue. In other words, without nurturing their leads, they likely wouldn’t have a successful business today.
Here are the five lead nurturing strategies to know about and implement:
Send Weekly Educational Series
Send about one to two weekly emails about how to use your products, services, or anything related to the industry or the problem you solve for your audience. This establishes your authority in the industry and shows your readers that your products or services are right for them. These emails are a great way to follow-up with your readers to ensure they don’t go stale or get bored. Just because they already made a sale doesn’t mean they will automatically come back or don’t deserve your attention.
Invite to Other Platforms
Send a reminder to let your readers know that they can find you on other platforms as well. This allows you to engage more with your audience and opens more doors to market to them better. It also provides you more information on your audience behaviors to further improve your content and communication methods.
Send “Thank you” Emails
Don’t forget to recognize their participation or purchase. Send a “thank you” message any time they join your campaign or purchase a product to establish a deeper connection.
Ask Questions and For Personalized Feedback
Encourage your readers to reply, ask questions or provide feedback to improve your process. Not only does this provide you direct areas to improve upon, but it also shows your readers that you value their options and are truly there to help.
Segment By Buyer Stage or Persona
Be sure to segment your readers depending on what stage of the buying process they are in. Those throughout the funnel should be getting different material depending on their stage. For example, those at the top of the funnel should receive a welcome email, while the middle should get education materials. Finally, the bottom is the promotional or nurturing emails. The more you segment and refine your list, the better your conversions will be.
The potential to increase your revenue is outstanding if you pay close attention to lead nurturing. Lead nurturing improves your relationships with your customers and can increase your return on investment by over 40%. Always send them thank you or confirmation emails, educational material, and don’t be afraid to ask for feedback or questions to keep them engaged.
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