We all know about the sales funnel, the stages involved in the conversion of a prospect to customer and finally advocating the company through word of mouth. Lead nurturing is the process of developing and reinforcing relationships with buyers at every stage of the sales funnel. This relationship basically depends upon the integrated marketing communication efforts that a brand makes to take a prospect through all these steps. Hence the communication has to be clear, convincing, and trustworthy, the processes smooth and the channels have to be noise-free.
The automated marketing platforms are new in. Such platforms allow marketing teams to develop flexible, adaptive communications at scale by forming a lead nurturing strategy that helps to build lasting relationships, increase click-through rates (CTRs), and propensity to buy while building brand advocacy.
Lead nurturing can resolve many crucial issues that are associated with conversion. These issues include – too many dormant leads in the database, longer sales cycle, bad engagement, improper goal setting, technological adaptation or obsolesce, and many more. However, for this, the lead nurturing plan has to be very efficient.
So how do you make an efficient lead nurturing plan? Of course by fine tuning the entire component that constitutes the integrated marketing communication and marketing automation, and streamlining the process involved. Following a few simple steps can help you achieve you all these very quickly and efficiently –
- Define your leads: Come up with a joint lead definition agreed upon between sales and marketing. Determining your market, who is already in your database, current prospects, which buyers are closing, and use these parameters to establish lead scoring thresholds, lead fit, and lead engagement points would be helpful to define your leads.
- Build your lists: After defining your leads you need to feed the top of the funnel with list building tactics. Regularly give your leads a checkup, identify and scrub duplicates, and remove inactive or junk contacts.
- Segment your audience groups: The next step involves segmenting the list of leads into specific audience groups. You can use two dimensions of segmentation for this purpose to keep it simple yet balanced. For example – buying stage crossed with another measurement variable that is important to the business can be used for such segmentation.
- Test and optimize your campaigns: Finally you are all set to test and implement your lead nurturing program. The program should be tested for its health and effectiveness and from the insights, the program can be optimized, including how many touches within a specific period of time, the types of messages, the time of day, and so on.
So this is how it works. Hope this blog will be helpful for you to develop a killer lead nurturing program and thereby get extraordinary results. After all, lead nurturing is critical to your business.