There are a lot of steps involved in achieving success for your business. It involves more than driving traffic to your website and drawing interest in your product or service. If your goal is to increase your revenue, you’ll need to turn these curious prospects into loyal, paying advocates of your brand that are eager to spread the word about your business.
The process of turning leads into customers can be quite long, and you’ll want to accelerate it to get things moving along. To do this, you’ll need to focus on lead nurturing, which is the intentional process of giving a target group the information they need at each stage of the buyer’s journey. That way, you’ll carefully guide them through the funnel with your marketing and lead generation efforts until they become a customer. Here are four tips for helping you do that:
1. Understand Your Leads
It’s hard to excel at something you don’t understand, so look into your leads and learn more about them. Get to know their interests, pain points, and solutions so you can create a tailored plan that meets their individual needs. You can also develop a customer persona and build your content around them, deploying these through several communication channels to ensure you reach your leads after they visit your website or express their interest in what you have to offer. You can then use a marketing automation platform to classify prospects according to how likely they’ll convert into customers. With this information, you can identify the best course of action, whether it’s having a sales rep follow up with the lead or by sending them engaging content.
Apart from your audience’s interests, find out what they do for a living, which will help you refine your targeting. If you sell marketing software, your target audience would consist of marketing specialists, like directors and executives who want to optimize the process of sending emails and posting on social media. Ensure your content appeals to people in these positions, and you’ll increase your chance of converting them.
2. Identify Your Goal
Every campaign needs a goal. Setting a concrete goal will determine your strategy’s direction, so it is crucial to determine what you want your target audience to do. Do you want them to download a free guide or to subscribe to your email newsletter? Choose your goal wisely since everything will be designed to bring you closer to it.
The goal should be as specific as possible, so it is more feasible for you and your team to achieve it. If you’re stuck, you can consult a digital marketing agency to help you figure out what you need and the strategy that can help you get there.
3. Develop Personalized Content
The core of lead nurturing is gently nudging leads throughout the stages of the buying journey until they’ve finally converted. You’ll be contacting leads through different channels to provide them with high-quality information about your product, service, or your business, giving them your unique selling point (USP) and convincing them to buy from you.
Your USP is what sets you apart from the rest and gives your leads a compelling reason to buy from you instead of other businesses. To convince them to stay in your corner, create informative and engaging content for each stage of the buyer’s journey, influencing them to keep interacting with your company.
4. Align Sales and Marketing Teams
Everyone must be on the same page when working towards a shared goal. Your sales and marketing teams must be fully aligned in nurturing leads so that they approach each lead with a cohesive plan. According to Sales Performance Optimization Study, nearly 90 per cent of companies that aligned sales and marketing lead generation efforts saw measurable increases in the number of leads that turned into opportunities due to continuous nurturing. Ensure that they work together to accelerate your lead nurturing campaign.
Nurturing leads is critical to growing your business, expanding your brand recognition, and solidifying your reach. By following these tips, you’ll enjoy a more enthusiastic response from your leads as they move faster through the buyer’s journey, giving you more new customers before you know it.
Relevant Digital is a digital marketing agency in Melbourne run by a team of Facebook Marketing and Shopify experts. We grow eCommerce brands through our services, including website and online store design, digital marketing, eCommerce strategy, and many more. Contact us today to find out more about what we can do for your business!