Answer: Because marketing grows sales.
If your marketing efforts aren’t having an affect on the bottom line (making more money), your superiors are not happy. Lead nurturing is the side of marketing that gravitates more closely to sales, an integral part of improving that bottom line. And, that’s why we’re focusing on lead nurturing today. If you’re not capturing the visitors to your blog and helping them through the sales cycle, your marketing efforts are for naught. It’s that important. Learn how to use an online lead nurturing campaign in your business and watch how a focus on lead nurturing naturally redefines your marketing strategy.
How to Use An Online Lead Nurturing Campaign in Your Business
1. Set a an attainable goal.
Not “I want as many customers ASAP.” Instead, be specific and timely: “I want to increase my customer base by 5% in 3 months.”
Remember: Lead with the end in mind. Don’t start a lead generation campaign if you don’t have a specific end goal ready.
2. Decide who you’re targeting.
You have multiple types of people coming to your website. They all want different things. They’re all in different stages of life. They all follow different paths to decision making. Pick the buyer persona you really want to target and focus ONLY on that persona. Need a refresher on personas? Learn what buyer personas are and why you need them. Then figure out what do next here.
Who are your personas and what do they need from you? Use that information for specific targeting in your lead generation campaign.
3. Align Content on your Site with the Lead Generation Campaign.
Identify all your offers. How effective are they? Can you use them in the campaign? Where does the content fall in the buyer process?
After you’ve answered these questions, focus on those answers only. Focus on the content which ushers visitors through the buying process.
4. Design the lead nurturing campaign.
Make a plan of attack. How many emails will you send? What will they look like? How many offers are you willing to give? How do you envision a lead walking through the sales process?
Think about these questions before you put your lead nurturing campaign in action.
5. Make the path clear.
All the elements of your campaign should line up, from the CTA to the landing page to the thank you page. Make the design cohesive. Make each next step very clear to your site visitors.