Online advertisements and varying modes of social media marketing strategies are taking the world by storm, and will continue to do so in 2014. Let’s face it: people now, more than ever, are buying online and via their mobile devices. However, despite the fact that technology is booming, The Online Marketing Institute explains that “79% of marketing leads never convert into sales [and] lack of lead nurturing is the common cause of this poor performance.”
Having a strong lead generation platform is great; turning those leads into actual sales and profit is even better. What can you do to start forming a successful lead nurturing strategy? Set a goal! How many leads do you want to turn into sales this month? This quarter? Start by setting a concrete number and call in your team so everyone can work together to make that happen. By simply beginning with a goal, everyone is aware of company-wide expectations. Once you have a goal, take a tip from nurturing experts, Hubspot. They claim that there are three stages to turn lead generation into sales via nurturing. Their stages are: Awareness, Consideration, and Decision which will lead you to preparing a successful lead nurturing e-mail campaign!
Hubspot writer Andrew Capland says, “the truth is that the majority of your visitors will be in the awareness or consideration phase (either performing initial research, or comparing you to other similar companies),” so making sure that your content works in tandem with your demographics and client needs is key when it comes to creating a lead nurturing e-mail.
The concept of matching your demographics is known as buyer personas and this information (if you don’t already have it) can be compiled easily via surveys or other social networking tools. By simply knowing who your audience is, your lead nurturing e-mails will have a strong rhetorical platform that will encourage sales and success.
Not sure how to compile that e-mail? We’ll let you know next time!