02 Feb Nurturing leads from inbound marketing
We trust you enjoyed reading the first three blog posts in our series about inbound marketing. Welcome to post #4 that will help you get better at nurturing your leads and in doing so unleashing the true potential of your company’s inbound marketing.
First, here is a quick refresher of the blog posts in the series:
- Why inbound marketing?
- Driving website traffic
- Capturing leads on your website
- Nurturing leads from inbound marketing (this post)
- Closing sales
- Selling more to existing customers
By now, you’ve probably done a lot of things to get people to visit your website and hopefully you captured a number of leads with the great content you’ve been creating. Here is the good news: Statistics show that 95% of the people who visit your website do it with the purpose of evaluating different solutions. 70% of them will eventually buy your or your competitors’ products. Naturally, you will want them to buy yours.
Keep in mind that today’s mature buyers are not interested in talking to sales until they are at the very last stage of their buying cycle. The more complex your product or service is, the more time the potential buyer will need to make a decision. So you need to create and maintain their interest until they are ready to buy.
There are unfortunately a lot of companies that lack persistence and patience. The resources and knowledge needed to consistently follow up and stay in touch with leads are simply not there. That is why you should consider a systematized, and, preferably, automated strategy for communicating and following up with your leads. A marketing automation system will certainly help you do that.
Get in touch with the right frequency
Your leads want to stay in touch with you, but they don’t want to be harassed by you. Statistics tell us that a lead has as many as 5-11 “touches” before purchase; everything from clicking on a link to downloading a whitepaper. How often you initiate communication depends on your line of business and also on what is actually happening that is of interest for the leads you are nurturing.
In most cases it is sufficient to communicate less often but make sure your communication is relevant and current, so that you can build trust between you and your leads.
Personalize your lead nurturing
The right kind of tone always goes a long way. There is an old trick in the direct mail marketing business of having addresses handwritten on envelopes which leads to more people opening the letter. Similarly, people are more interested in correspondence that gives the impression that your care about them, rather than just knowing their names (and spelling them correctly!). For insights on how to humanize your marketing, refer to our 5-step guide to humanizing marketing automation. (link to the How to humanize your marketing automation guide)
Keep things simple so that you don’t confuse leads. It can be as simple as using what the visitor displayed an interest in as a basis for your personal message, e.g. a special, limited offer at a discounted price.
Finally, gaining insight into what your leads are doing, through detailed website visitor tracking, lets you act on the data and create more intelligent conversations with your leads.
So start thinking about what type of information would be relevant for your leads to receive so that they can move ahead in their buying process. Choosing you rather than your competitors.
Once you’ve done this, stay tuned for the next blog post in the series with insights into how to close sales; essentially, this should be your ultimate goal. If you can’t wait for the next post, take a deep dive into inbound marketing with our free guide, Leadsius guide to inbound marketing.