How Effectively Engage & Nurture Your Contacts
We are all looking for the solution to creating a lifecycle strategy, which will engage and nurture your contacts fluidly throughout their customer journey. Did you know..
50% of leads are qualified but not yet ready to buy. (Source: Gleanster Research)
79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (Source: MarketingSherpa)
If that’s not enough to get you thinking about the implementation of smarter and more effective marketing i dont know what is!
Lead nurturing is the process of cultivating leads that are not yet ready to buy. Good lead nurturing anticipates the needs of the buyer based on who they are, and where they are in the buying process. Your prospects need to be nurtured and you need to give them relevant content to keep them engaged.
Lead nurturing allows you to manage the movement of your contacts, assisting their needs and bringing them closer to the what they want for your business. Allowing you to educate and inform your prospects, whilst building a strong and loyal relationship. This alone will push any contact closer to the bottom of the funnel and increase the quality of leads which are being generated for sales.
5 Top Tips to follow when developing your strategy:
- Understand your buyer
- Find out what motivates your buyers
- Create the ideal user experience
- Define your nurture program
- Automate communications
The lifecycle marketing funnel explores the theory of leading a prospect through each step of their customer journey whilst monitoring their movements and using data to analyse behavioural patterns. This allows you to then set up actions to encourage progression through the funnel and nurture their needs at each stage of the customer journey.
The benefits of creating a customer lifecycle strategy allows you to strengthen and nurture your relationship through the entire customer’s journey. From the awareness stage, through to onboarding, the right lead nurture program will engage prospects and customers through sending relevant content through a multitude of different channels.
Aligning your Sales and Marketing teams will allow you to define at what point a lead may become a ‘hot prospect’. Ensuring that you can tailored the contacts experience as they move closer to conversion.
So, What are the best practices of lead nurturing?
- Start simply
- Look for automating opportunities
- Provide a personal experience
- Nurture by stage
- Manage exclusions
- Measure effectiveness
- Lifecycle Email Marketing
For anymore help or assistance on how you can develop a Lead Nurturing Series or Implement Lead Nurturing in to your marketing strategy please contact us today.