Lead nurturing strategies are indicated in the treatment of lead retention, within a broader inbound marketing strategy.
One of the most effective ways to administer content suitable for lead nurturing to potential customers is through email marketing campaigns.
These campaigns must be carried out by adhering to one simple rule: send useful and relevant content to each potential customer.
Data show that personalized content tailored to each stage of the buyer’s journey produce faster and more meaningful positive results in the buying process.
Lead nurturing is the perfect supplement to a successful marketing strategy, but it does not replace a varied and balanced strategy.
The active principle of lead nurturing
The active principle on which lead nurturing is based is pampering the potential customer.
In fact, it consists of giving already acquired leads content in line with their expectations and needs. Each lead should be given the appropriate content for the stage of the buyer’s journey they are in (awareness, consideration or decision).
Lead nurturing should be used only after performing lead generation interventions (such as on social networks, or through pcc campaigns, or SEO blogs).
Through the lead generation campaigns users get in touch with the brand.
Then they land on a purpose-built landing page on the website and leave email addresses, with consent to send marketing newsletters.
Only then can the actual lead nurturing therapy begin.
The goal is to promote a brand, product or service, through useful content. Increasing a potential customer’s trust in the company improves sales opportunities-science says so.
Lead nurturing: Content posology
The quantity and quality of content to be sent to each lead through email marketing campaigns varies depending on two factors: lead scoring and the stage of the buyer’s journey.
Lead scoring is a classification of a lead’s perceived value to the company.
The company scores each lead based on demographic, occupational, economic, buying habits and-most importantly- based on interactions on company touchpoints.
These show how much a person is potentially interested in buying.
Investing in warm leads is more profitable than investing in those who left an email address once and then disappeared.
The second parameter is the lead’s position in the “path to purchase.” There are three stages: awareness, consideration and decision.
In the first, the user makes contact with the brand or product. In the second, he considers whether to buy and evaluates alternatives. In the third, he finally decides to finalize the purchase.
If you want to learn more about the concepts related to the path to purchase or sales funnel, I recommend you read this article: TOFU MOFU BOFU: how to convert leads into customers
The quantity and quality of content administered to the lead must be appropriate to the stage of the buyer journey. In fact, it serves precisely to answer the questions and concerns that may arise for each step.
The lead nurturing campaign should always be personalized and tailored: with the help of marketing automation tools, even better results can be achieved. Platforms such as Hubspot allow you to administer the right content to the right lead, at the right time.
When to send emails
Days and times for sending emails can vary significantly depending on the industry, B2B or B2C, and the habits of the leads.
Beyond the opinions of marketing gurus, the scientific method must be applied.
We start with a hypothesis of the best day and time for the target audience and run tests, monitoring the results.
The metrics to look at are open rate, click-through rate on the newsletter call-to-action, bounce rate, etc.
This methodology makes it possible to assess which days and times are preferred by the target audience and optimize the performance of the email strategy.
Important caveat: It is necessary to accompany each newsletter with one very clear call-to-action to increase conversions, build trust, and bring the lead closer to purchase.
Lead nurturing: Side effects
An email marketing strategy with too much content, too little content or out-of-focus content can produce even serious side effects.
However, they will never be as serious as those produced by sending e-mail without consent.
Very common:
- users trash the email without opening it;
- users do not open the email but do not read it;
Commons:
- users report emails from the company as spam;
Fairly common:
- users optout and request to be removed from the mailing list, severing relations with the company.
If you observe that your lead nurturing strategy is producing these side effects, discontinue it immediately and contact your trusted marketing agency.
Factory Communication’s recipe for email marketing
As with any aspect of digital marketing, email marketing requires a skillful mix of all ingredients to deliver effective and personalized lead nurturing therapy.
Lead nurturing strategy through email marketing should always be prescribed by an experienced professional. We have already seen that wrong dosage can cause serious side effects for the brand.
Factory Communication prescribes an email marketing strategy tailored to you, embedded in an inbound approach and with the help of HubSpot’s marketing automation. An ideal recipe for achieving your goals, retaining leads and turning them into customers who buy.
Learn about Factory Communication’s service