lead nurturing roi

There are several goals, returns on investment (ROIs) and other data that a business needs to keep a careful eye on, but one of the most important (and biggest) happens to be the ROI of lead nurturing. This is because making sure your customers are getting the best experience as soon as they engage with your business is the best investment you can make.

There are real ways to calculate the actual ROI of all of your lead nurturing to make sure your business always remains on target. But, before any of that, it’s good to start with the basics and work from there.

Back To Basics

In essence, lead nurturing is convincing the would-be customer to buy your product or service. However, some leads are going to be more “ready” than others. For example, a lead might be nurtured right now, but will buy in a few months. Others might be ready to buy right now. Whatever the case, leads these days will need more than a commercial or other gimmicks in order to become customers. Relevant content such as webinars, white papers, guides and much more need to be a priority for your business.

Most leads are not going to be ready to buy right at the beginning, they will need time to measure the value of all the businesses competing for their attention. This means you shouldn’t just write them off and go on to the next buyer, but instead put up steps that ensure in the near future these leads choose you instead of the competitor.

Most businesses have a “process” to keep leads interested. Some key elements to consider are the following:

Planning Your Lead Nurturing Campaign

Now that you’re ready to begin a new campaign for lead nurturing, where exactly do you begin for better results? It’s a pretty simple step-by-step process: understanding your preferred customers, knowing what exactly they need, mapping out a user experience, and then implementing everything. This includes new white papers and other free content, email campaigns, landing pages and everything else you want to use to nurture your leads.

Remember, always try to keep it as simple as possible. Lead nurturing on your end is about being able to make minor changes on the go, which is much easier when you have simpler processes. When you’ve figured out what is working and what isn’t, you can make the necessary changes immediately and keep going on smoothly with your goals instead of taking down your landing page or content completely to make any updates.

However, keep in mind that the first 30 days of contact are very vital. Keep in touch with your leads with layered content via enticing email campaigns and a continued cycle of free content. The lead might have downloaded that first white paper, but what’s stopping them from going elsewhere now they got what they want and nothing more?

Data Analytics Of Lead Nurturing
You’ve been using your lead nurturing to collect as much data as possible to make the best customised sales path for your customers. At least, that’s the entire point of lead nurturing campaigns–besides garnering even more customers and revenue. However, if your data is lacking and you would like to get more out of it for your ROI, it’s time to check out these methods of data collection.

All of this data needs to be archived into a larger database, allowing for you to cull out the information necessary to figure out your ROI. Things like download and click-through rates, visitors to a landing page, retention, sales numbers, and length of the campaign on top of the budget that you allotted to the lead nurturing. All of it needs to be able to be graphed and seen visually.

It’s good to set up reports for weekly and monthly results, based within a six to nine month period. This is because companies most companies are going to be planning within at least a five month period with their marketing campaigns, so your ROI is guaranteed to be much healthier with a realistic timeline and goals.

Speaking of, don’t try to reach too far when it comes to goals and ROI. Make it realistic and you will see the actual ROI of all of your efforts, rather than inflated (or very deflated) numbers and data. Even if it’s a 5% change in sales, it’s still a tangible number that shows you’re doing something right.

Once you have the ROI and data that you need, be able to tweak and update your lead nurturing to the point where that 5% change becomes a 10% and then eventually a whopping 50% or more of a change in your sales numbers. All because of that highly focused attention to your leads and being able to nurture them. It’s much easier than it looks and as soon as one campaign is extremely successful, the others will simply follow suit.

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