When it comes to nurturing, marketers need to understand that it’s way more complex than sending email blasts on a weekly basis. Nurturing should have a purpose, followed by a clear process, in order to be successful within your marketing strategy.
It’s one thing to have a great marketing campaign, but if you aren’t converting your leads into opportunities, then you’re losing money and valuable time.
Nurturing leads is all about building a relationship with your potential buyers across multiple channels, even if they aren’t ready to buy whatever you’re selling.
So if customers were like flowers, you need to water the roots, give nurture towards that soil and wait for it to blossom (plus some sunlight and all that other plant stuff too!).
Lead nurturing can drive huge improvements, but only if you do it the right way.
Here are tips and tricks on how to stand out and connect with your potential buyers:
People Should Trust Your Brand
The social marketing world has changed into a little button where people can easily unsubscribe to you. If your content or brand has some sort of promotional feel that is unauthentic, buyers might think you’re spamming them and will be wary on converting.
To create trust, you must offer a variety of levels for leads to opt into. Having a clear outline of goals and a set of expectations will show that you’ll be able to deliver what you promise.
If buyers trust you, they’ll buy from you. Remember that.
Communication is Key
Marketers need to realize that the answer to most of their questions is usually hidden within their own customers. Getting input from your audience via Q&A or survey, will gather up relevant information for future marketing strategies.
You need to be able to identify who your audience is, what they want from you and how are they growing from being a customer of your business.
Social media channels are great for scanning frequently asked questions within your industry. Keeping up with trends helps with categorizing the needs for your leads, how knowledgeable they are and where they’re at in the buying lifecycle.
Creating professional, yet personable personas will benefit you when nurturing your customized marketing campaigns.
Personality is what buyers are drawn too when it comes to value-filled campaigns. Creating a voice for your brand is essential to defining who you are as a business and communicating with a clear voice is important.
You have to remember that each one of your leads are human beings with emotion, so conversational communication is critical when nurturing. Personalizing your messages by talking to each lead about their business, industry or what you think they might be interested in.
Personalization may sound like complicated, but if you have the right marketing automation, like Socedo, this job can be manageable and easier than you think.
Numbers Make an Impact
Don’t let your lead nurturing go to waste, demonstrate and quantify each effort. Use the attribution model and measure the process of assigning each credit to an acquisition channel, see which leads to convert from where.
Having detail of where, when, how often and what the results were from a period of time will help with improving the efforts on where your business is lacking. Even if you have plain analytics, hard numbers will always be beneficial.
Long Term, Lasting, Nurturing
You really never know how long your buying cycle will be. It can be a couple weeks, a couple months or even years.
But however long your buyer’s journey is, nurturing your leads is that special “marketing love” that you need in order to keep your brand relevant and successful.
In order to stand out, you must stay consistent with your content, social media and create that special, personalized voice for your brand.
Register now for our next webinar, 10 Lead Nurturing Hacks for Faster Conversions and receive more tips on how to nurture your leads!