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5 Super Effective Lead Nurturing Strategies

By Emily Boziwick

lead_generation-498425438.jpgIf you’ve heard of the new trend in digital marketing called inbound marketing, then you know how important it is to have a lead generation strategy. But did you know that it’s equally important to have lead nurturing strategies in place as well?

Only a small percentage of your leads will be ready to make a purchase, leaving a large percentage of your inbound marketing leads to just sit there in your database.

So what do you do about those leads who just aren’t ready to buy your product or service? You create lead nurturing strategies!

Research from Forrester shows that marketers who nurture their leads see an average 20% increase in sales opportunities than if they didn’t nurture their leads.

In this blog, we’ll discuss how to nurture your leads with these top 5 lead nurturing tips:

1. Nurture Leads with Targeted Content

When it comes to lead nurturing, one size does not fit all. Make sure you’re segmenting your database based on information they downloaded from your websitel such as:

  • specific forms
  • eBooks
  • whitepapers
  • other marketing information
Your inbound leads gave you their personal information to receive something that is of value to them in return. Therefore, when you follow up with them you want to make sure you’re providing them with content that is equally as valuable.

Using targeted content for lead nurturing is something that a lot of marketers struggle with.

So how do you target specific inbound leads based on content they find valuable? First, you need to understand each of your unique buyer personas. Once you have these contacts segmented into their unique buyer personas, you can then create an assortment of targeted content designed to nurture each of them based on their:

  • interests
  • goals
  • objectives
  • and marketing triggers.

Lastly, you need to have a marketing automation platform like HubSpot to help you identify and segment your personas so you can better target them with content they find interesting.

2. Contact Your Prospects Through Multiple Channels

As you can imagine, prospects receive a good amount of marketing touches from the time they enter the marketing funnel to the time they close as customers. Your goal should be to help prospects progress through the buyer’s journey by addressing their questions and concerns.

This can include not only email marketing but also:

  • social media
  • blogging
  • whitepapers
  • or even direct mailing as well

3. Follow Up with Your Prospects

When it comes to lead nurturing strategies, one of the most important strategies is to follow-up with your inbound leads to make sure you are guiding them through the buyer’s journey and providing them with content that answers a question and resolves a problem.

Automated lead nurturing can be helpful when reaching large groups of prospects, but timely follow-up emails or phone calls can be the best way to convert leads into customers.

For instance, if a visitor fills out a form on your website to download an eBook that they have deemed helpful to them, then it’s important that you send a few follow-up emails on a schedule that:

  • addresses their needs
  • makes sure their needs have been satisfied
  • and provides them with another piece of content they may find helpful.

Lead nurturing can be one of the best ways to turn leads into loyal customers, so you may want to consider these tactics when it comes to effect lead nurturing. Now get started!


Learn How to Create Super Accurate Buyer Personas!

Have you created your unique buyer personas so you can start nurturing your inbound leads? Download our free How to Create Accurate Buyer Personas eBook to learn about buyer personas, how to define the ideal customer, and how to gather data when creating your buyer personas.

Creating Accurate Buyer Personas