You’ve read about numerous tips and tricks for grabbing a prospect’s attention. You’ve pored over countless blogs describing tips and tricks on how to make the perfect first impression. You’ve seen so many tips and tricks telling you how to get readers to open your emails. But when it comes to nurturing leads and establishing lasting relationships with your customers, you don’t want them to feel as if they’ve been tipped (…?) or tricked into an affiliation with your business.
It’s absurd to think how many marketers open their inboxes every morning to delete emails with spammy subject lines and unsubscribe from obnoxious newsletters, then proceed to create lead nurturing content that employs the same annoying tactics – or tips and tricks – that we’ve all come to recognize and resist. But with all these tips and tricks, or “best practices” the experts bombard us with, it’s easy to lose focus on the main objective of our lead-nurturing efforts.
Remember your objectives for lead nurturing
The goal for most lead-nurturing programs is to guide more prospects through the sales funnel (or through their buyers’ journeys – don’t forget the customer’s perspective) until they are ready to commit to a sale. Lead nurturing typically operates under the assumption that you already have a current prospect’s attention, so attention-grabbing gimmicks are usually unnecessary when communicating with your leads. On the other hand, it’s important to keep your leads from losing interest in your brand. A successful lead-nurturing program effectively extends prospects’ engagement and rekindles the interest of past prospects with relevant, useful content.
In order to extend consumer engagement, experts recommend inserting “what’s next” links into your emails, as well as automated “thank you” content, auto-responder emails, and drip campaigns triggered by consumer activity. If engagement with specific leads has halted entirely, timed communications such as newsletters, special offers, and company announcements can help to re-engage inactive prospects.
Your blog subscribers should be targeted differently from your other leads
Some of your leads may have given you their email addresses in exchange for an e-book or a white paper. Some of your leads may have given you their email addresses in order to subscribe to your blog. These two categories of leads have gained some form of value from two completely separate aspects of your brand. It makes sense, therefore, to nurture these leads using two completely separate approaches and with two completely separate messages.
Your blog subscribers enjoy your content. By subscribing to your blog, they have implied that they’re ready for more of what you have to offer, even if they’re not quite ready for a transaction. However, it’s frustrating for prospects when they expect one thing from your company but receive another. The fact is, many of your subscribers will never be ready to buy your product or service. In which case, it is far more beneficial for your brand to view these subscribers as potential evangelists, rather than potential sales. Maybe your product or service isn’t necessarily relevant to your subscribers, but your information is. Try asking your blog subscribers what problems they need to solve, or what aspects of your industry they’d like to know more about.
So maybe you’ve done a great job acquiring leads, but you don’t quite know how to nurture your relationships into something profitable. That’s okay! Contact AGENCY H Inbound today to talk to experienced professionals about how to get started with inbound marketing to grow and nurture more leads for your business!