Before diving into a lead nurturing campaign, it’s important that you know how to set up one.
How your lead nurturing campaign works can depend both on yourself and what your company specialises in. Regardless, these five steps will help you develop your campaign and know what to expect of your leads.
Step 1: Define your goals
Starting a lead nurturing campaign without first knowing what your goals are would prove to make the entire process much harder than it needs to be. In determining your goals, you have to consider both what it is you want and what it is your lead wants to make them sales ready.
So you may want to generate new leads and, therefore, publish a whole lot of new content on your website, but when someone acts on that content and becomes a lead, it doesn’t necessarily mean they’re ready to do business with you. They may have just downloaded a whitepaper of yours because it’s relevant to some research of theirs and they aren’t interested in doing business with you.
By understanding yours and your leads' goals, it will help make your lead nurturing endeavours far more focused.
Step 2: Select a persona
When putting together a lead nurturing strategy, it’s important that you try and envision what kinds of needs and concerns your lead may have. By creating a buyer persona, you enable yourself to understand what is that could matter to a lead.
It’s not just the idea of having some general outline of what a lead may want, but trying to create an entire character that represents a potential lead for you. Give them a job, name, place of residence, interests, etc.
The more fleshed-out your buyer persona, the greater your understanding of what could end up mattering to a real lead of yours.
Step 3: Re-purpose existing content
Once an individual becomes a lead, you shouldn’t immediately start sending them emails that tell them they should be buying your product or requesting a demonstration of your product or service. What needs to be done first is you must send them valuable content.
Things such as ebooks, white papers, links to blog posts - these are forms of valuable content. However, your valuable content doesn’t have to necessarily always be new. If it had to be, you’d constantly be playing catch-up.
Instead, look at old content (regardless of form) and see if any of it has resonated with past leads or visitors before, and either include that content in what you offer your leads, or make slight alterations to it and send it to your leads along with new content. If something worked in the past, it has a good chance of working again.
Step 4: Set up a timeline
Just in the way that your business has a sales cycle, so should your lead nurturing campaign. You need to be able to identify the typical amount of time it takes for someone who converts into a lead to then convert into a customer. If, on average, it takes them 12 months, then constantly attacking them with lead nurturing updates will put them off.
Absolutely, you should jump in as soon as you have a conversion and maintain their interest, but don’t smother them. By using a timeline, you can organise when you will periodically send out each bit of lead nurturing material.
So if your business usually gets sales from a lead two months after they converted to a lead, you could organise to send them a lead nurturing update every two weeks. Whereas if it were 12 months, you may need to space out a little more.
Simply put, lead nurturing is a long process and requires a great deal of patience on your behalf. In fact, MarketingSherpa states that 75% of leads buy within 18 - 24 months. That is a long period of time, so you have to make sure you pace your work appropriately.
Step 5: Assess and improve
With a lead nurturing campaign, it’s really important to monitor exactly how it is performing. If your objective was to see your brand awareness improve, then you’d want to investigate the metrics for your website and see if people’s searches for your brand have improved any since making that the focus of your lead nurturing campaign.
Same goes for any other objective. Use website metrics to see how each part of your website is improving and assess whether it correlates with your lead nurturing efforts. If you’re not getting the results you want, then you’re going to have to make appropriate changes to improve your nurturing campaign.
Don’t be afraid to play around with your emails, their subject lines, or the calls-to-action that exist within them. There’s always room for improvement, and everything you do is a learning experience.
Margin Media is an inbound marketing company based in Brisbane. We offer a range of digital marketing solutions to help your business increase its website traffic, qualified leads and customer base. To find out more about our services, give us a call on 1300 798 848 or visit our contact page.
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