Estimated reading time 4 minutes
When there are new changes to marketing and advertising, there also comes a new crop of marketing methods and terminology that any business should be aware of. Things like social media advertising, content marketing and customer relationship management are all topics that need to be discussed and their practices implemented for the best sales results.
However, one in particular that needs to be focused on is lead nurturing, or the process of finding leads and helping them along the sales funnel so they can become a loyal customer.Lead nurturing best practices should be followed.
Lead nurturing happens to be one of the most important marketing methods today because of its viable method to consistently generate sales for your business. Unfortunately, a handful of businesses tend to neglect their lead nurturing because they deem it a waste of time.
Unfortunately, these types of businesses are going to fail at successfully acquiring more customers and revenue because of their neglect. Of course, there’s more to it than just simply implementing a system and calling it a day. You need to recognize the best lead nurturing practices in the industry to really succeed.
Do Your Research
It doesn’t matter if you know your product or service like the back of your hand, nor does it matter if you know your target audience like they were family. What matters is the sales cycle and determining what fits into your sales funnel. This means actually taking the time to sit down with your sales and marketing team and figuring out where your content, calls to action, and other marketing material fits: at the top of the funnel, the middle of the funnel, and the bottom of the funnel.
What offers will turn your leads into customers? At what point should these offers be presented? You need to do your research before starting any new lead nurturing programs so you know where you’re going to succeed the most.
Become The Thought Leader
Here’s another marketing term that’s thrown around quite a bit: thought leadership. When a business becomes a thought leader in the industry, they provide some of the best value to their leads and become an industry standard for others in the industry to look up to. How does this happen? By creating valuable content that both fellow businesses and leads will want to share with their peers. This includes blog posts, white papers, social media campaigns, videos, images, and anything else you can think of to cement yourself as a thought leader.
This needs to be expressed in your lead nurturing, or else the lead might not see your business as a value to them. One of the best ways to do this is creating an email campaign that shows off your thought leadership with branded content. So, what can an email campaign do for you?
- Each email needs to be thought of as a mini blog with only your best and enticing content to make the lead click through to your landing pages.
- You will be establishing a constant line of communication with your lead, keeping you fresh in their minds when they’re ready to buy.
- It is also a great form of personalised content, showing that you actually care about the lead and don’t treat them as yet another number in your database.
Other forms of thought leadership include webinars, video conferences and other community events that show off your knowledge in the industry. You want to teach something to your leads, allowing them to see that you’re more than just trying to make a sale.
You don’t want to be caught constantly trying to perfect your marketing methods, especially when it comes to lead nurturing. You want to be able to implement a system and make it as automated as possible so you can focus on those leads. It might seem impossible to do, but it is actually quite simple with so many automation tools available online.
Be able to automate your email campaigns, your calls to action and click-through links immediately. Always remember to automate as much as your sales funnel so that your sales team has a robust step-by-step process that they know by heart, giving them a better advantage to know when a lead has the highest potential to become a customer.
Make Room For Change
Finally, you need to give yourself enough room to tweak and update any “weak links” in your lead nurturing. This ensures that your lead nurturing practices are always at their best and won’t falter, or possibly even running the risk of losing leads because of a minor slip-up that could have been easily changed.
With technology so prevalent, making those changes have become much more streamlined and instantaneous. Don’t be caught with a lower quality lead nurturing program, always be ready with your best content and marketing and follow lead nurturing best practices.
Latest posts by Kevin Gallagher (see all)
- Does your PPC Company Suck? Here’s 5 Ways Edinburgh Businesses Can Tell - November 4, 2013
- 4 Financial Leads Generation Mistakes You Don’t Know You’re Making - October 27, 2013
- PPC Consultant Advice: 5 Ways Your PPC Budget is Heading Down the Drain - October 23, 2013