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Lead nurturing refers to the process of creating and developing good relationship with buyers at every single stage of the sales funnel as well as each step of the journey of the buyer. Lead nurturing is mainly centred on marketing and efforts of communication. It is about listening to what prospects want and then providing information as well as appropriate solutions to their various needs. Most companies have embraced this practice in an attempt to build good relationship with their customers. It is therefore very important to be aware of the excellent tips for lead nurturing campaigns.
Develop a Content Map
The process of lead nurturing usually involves a lot of planning. This therefore requires that you develop a content map. Such a map is very useful because it will assist you to know which email is appropriate for every nurturing campaign stage. You are advised not to send the first email. Make sure that you have at least 3 ready and waiting to be sent.This will prevent you from trying to figure out the content of the next email. It will also prevent sending out low quality email. This is a simple but very important tip for successful lead nurturing campaign.
Create a Stage Based Campaign
You need to create lead nurturing campaign based on every stage of customer’s life cycle. This is because interests and leads of prospects vary at each stage of the buying cycle. For instance, when the lead shifts from awareness to buying, your prospects will need more information. You should therefore create content with more information when stage advances.
Employ the Use of Lead Scoring
You should consider setting up lead scoring in your marketing automation software to help you determine where your buyer is in customer life cycle. This technique is also important because it helps you give point values to each and every action taken by your prospect. For instance, assigning 2 points to a client who visits your site and 10 points for downloading your PDF.
Stick to One Call to Action
Every email of your lead nurturing campaign should have just one call to action. There should be no variation to avoid confusing the reader. It is also beneficial because it increases chances of your leads and prospects to take action. It is therefore important to determine precisely the kind of action that you want them to take so as to make your lead nurturing campaign effective.
Create Behaviour-Based Campaigns
This can easily be achieved by using marketing automation software. It allows you to develop automated and multi-step email campaigns. Such campaigns are usually triggered by certain web-based behaviour like registering for a webiner, downloading an eBook and many more. Create such campaigns for leads that have a high score.
Automate Your Lead Nurturing Campaigns
You don’t have to waste time sending emails every time. You can set them up and later send them automatically to your prospects.
Segment Your Campaigns
Different prospects have varying interests. This is why you should segment your lead nurturing campaigns. It will help you to send information that is relevant to your prospects.
In conclusion, companies should use the above lead nurturing tips to build relationships with buyers at every stage of sales funnel. They are very effective and will lead to success.