If you are putting an inbound marketing strategy in place, then there’s no understating the importance of a successful lead nurturing campaign as part of your plan. Lead nurturing is the entire process that results in new leads and an actual expansion of your customer base and your revenue. Customers don’t usually appear out of thin air (they can, but relying on that is not a very sound business strategy). Investing in advertising in broad reaching media in the hopes that some of the readers will become customers is a waste of your valuable resources and the complete opposite of what an inbound marketing strategy is. The following are some of the essential tips to keep in mind when creating a lead nurturing campaign:
Define your target audience
Trying to go after everyone that might be interested in your product just isn’t going to work. The audience that is online covers just about everyone and anyone. You need to narrow your focus to the people that will actually have an interest and a use for your products or services. Things that you need to consider in order to figure out your target audience include their demographics, such as the age, interests, education and income of the individual, their buying behaviors and their needs relative to the industry they are in, just to name a few. If you are trying to create leads out of individuals that aren’t part of your target audience, then you’re wasting valuable resources. Figure out who your target audience is in order to create a focused lead nurturing campaign.
Read more: Vetting Sites for Guest Posting – 13 Key Things to Look at
Offer your target audience something of value
Once you have established who your target audience is, the process of turning members of that audience into leads begins. A common mistake that businesses make once they’ve figured out who their target audience is is to try to convince them to buy their products or services right away. Do not do this – you are skipping vital steps and doing so will result in the loss of valuable leads. You need to convince your audience that your brand is worth checking out and getting to know. The only way to do this is by providing your audience with valuable and informative content. By showing the audience that you have something of value to offer, you’ll have a better opportunity to create leads. How do you actually convert someone from being interested in your brand into a lead? By asking for basic information, such as a name and email address, in return for that free e-book, or to sign up to your email list in order to obtain more content that is valuable. If you offer a potential lead something that is relevant and of value, you have a higher likelihood of getting their information and turning them into an actual lead.
Nurturing your lead
Once you have a lead, you have to nurture it – you can’t just expect them to begin buying your products or services as soon as they give you their contact info. This is where your email marketing strategy comes in. You want to send out emails that continue to provide valuable content while also providing compelling reasons for buying your products. You have to be careful not to be pushy or to spam your leads email box or you will lose that lead.
Read more: 7 more Tips for Improving Local SEO Audit & Strategy
Using analytics to adjust your strategy
There are a number of analytics tools out there that you should take advantage of. These tools will allow you to track how much a piece of content was downloaded, what content provided you with the most leads, how much of your web traffic actually turned into leads and more. Using this data, you can adjust your lead nurturing strategy in order to better allocate your resources and create a more successful lead nurturing campaign.
Successful lead nurturing is a process – you can’t expect to create customers over night. However, if you have a strong lead nurturing campaign, you can expect your customer base to expand over time.
Read more: Backlink monitor tool
No Comments Found