Nurturing leads is critical to your B2B’s success as it determines whether your prospects convert or not into paying customers. So, you want to put some thought into lead nurturing.
We’ve got you covered with our expert guide of 8 effective lead nurturing strategies. Lead on!
What is Lead Nurturing?
Lead nurturing is the process of strategically building and maintaining relationships with prospects at every stage of the sales funnel—from the moment of the first interaction with your brand up until they become a regular client. The key to success with lead nurturing is content. By providing prospects with educational, informative, and engaging content, they are more likely to convert.
You provide content at each stage of the funnel to help build trust and authority for your brand. Remember, prospects are always looking for solutions to their problems/pain points, and through lead nurturing, you’re providing solutions backed up by trust and authority.
The most common lead nurturing tactics include online surveys, automated emails after a newsletter signup, and retargeting campaigns.
Why Your B2B Needs Nurture Streams
Implementing effective nurture streams is a must for your B2B as it enables you to send targeted messages based on your prospect’s stage in the buying process. A core part of any marketing strategy is strategic targeting and personalized messages. No one wants a one-size-fits-all approach.
The reason people travel first and business class—aside from the obvious luxury—is the personalization they get with the service. Treat your nurture streams as a form of first and business class, and your customers will be coming back for more. Implement the following nurture streams:
1. Define Your Target Audience
The first step with any lead nurturing strategy is to define your target audience. If you don’t understand your target audience, how can you sell your product or service? To determine your audience, you need to first create buyer personas.
Buyer personas are crucial to any successful marketing and sales strategy. Have a marketing automation platform in place to help you identify, segment, and target your buyer personas as you scale your lead nurturing strategy. By defining your audience, you’ve got a solid foundation to work from for your lead nurturing.
You’re now ready to create purposeful content and implement other best techniques to reach your audience.
2. Create Personalized Content
Highly personalized and targeted content that’s relevant to your persona’s concerns and needs is a powerful lead nurturing strategy. Create an assortment of targeted content that nurtures each of your personas based on their attributes like goals and overall pain points.
Conduct a content audit of your existing content to identify any gaps and identify any content that you can repurpose. Remember, it’s not just text-based content like white papers and blogs that can be repurposed. Consider audio and video too.
From your audit, put all content into a spreadsheet and map each piece against the persona it speaks to.
3. Create a Customer Journey Map
Create a customer journey map to chart the stage where content is relevant to your audience. This allows you to see your customer’s path from the moment a problem is recognized until it’s solved by purchasing your product or service.
A customer journey map:
- will help you further identify content gaps
- predict potential customer behaviors
- help you explain the benefits they’ll receive after the purchase
- improve the quality of your marketing communication
- create more targeted messages
Top of the Funnel (Awareness Stage)
Content: PR, Radio/TV, online ads, social ads, etc.
Middle of the Funnel (Consideration Stage)
Content: Media, blog, social ads, direct mail, etc.
Bottom of the Funnel (Decision Stage)
Content: website landing page, store, etc.
Bottom of the Funnel (Decision Stage)
Content: loyalty program, newsletter, blog, etc.
4. Build Your Customer Database
One of your most essential steps for lead nurturing is creating a customer database. The best way to do this is through setting up your CRM (customer relationship management system). With this system in place, you’ll be able to collect vital information about your prospects, monitor their activities, and track their interactions with your brand.
This information will then assist you with gathering critical data, like your customer’s preferred channels, engagement rates, most visited content, etc. Its invaluable data for all types of businesses in existence.
5. Use Multiple Channels
In this highly saturated digital world, using one channel isn’t going to work. You need multi-channels. Research suggests that, on average, prospects need seven marketing messages from the time they become aware of your brand until they convert into customers.
So, it’s essential that you have multiple touchpoints—like excellent website content, email marketing, chatbots, paid retargeting, sales outreach, etc.—to spread your message. It also helps if your sales and marketing teams are aligned and working closely together rather than separately in using multiple channels to spread your brand’s message.
6. Use Marketing Automation
In the digital age, time is of the essence. You must reach your prospects as soon as possible. Audiences are impatient, and we have digital to thank for that.
This is where marketing automation becomes your best friend. Automated marketing campaigns enable you to follow up quickly once you’ve put out a message. If a potential customer subscribes to your newsletter or downloads a white paper, the marketing automation software sends the content based on the recent activity, buyer’s journey phase, or score.
This lead nurturing strategy is perfect for keeping your customers engaged while providing tailored pieces of content to their preferences and overall requirements.
7. Score Your Leads
Lead scoring allows you to get in-depth insights into your prospect’s behaviors. You can learn things like their website browsing behaviors, social media interaction, levels of engagement, and more. Once you have this information, you assign a numeric level/score from one to ten.
You can score them on attributes like demographics, interest, budget, and buying stage. Through this lead nurturing strategy, you will gain valuable understanding. You’ll know which leads are ready to buy your product or service, identify prospects that are a waste of time, and the ones that require more information.
8. Review and Measure Your Lead Nurturing
Finally, come review and measure. Like with all aspects of your business, you must regularly review and measure to see its success. If you’re not studying and measuring the above lead nurturing strategies and any others you adopt, you’ll waste time and money.
You need to see what’s working and what’s not. The most important indicators of success for your lead nurturing strategies are your engagement rates, click-through rates, amount of time spent on a landing page, number of leads turned into customers, and average profits from these deals. Through these indicators, you can identify problems and solutions and adjust and refine the process.
Start implementing these lead nurturing strategies, and you’ll see a great ROI. For more expert guidance and help growing your B2B, book time with our B2B content marketing experts today.