To successfully acquire new customers, you must have a dedicated program to engage and nurture leads as you generate them. Otherwise, you’ll miss out on tons of opportunities. The wide majority of leads that you generate won’t yet be ready to purchase from you. Leads will be in different stages of the buying cycle, and it’s up to you to engage and nurture them through the sales funnel in order to build relationships that will drive more revenue.
Lead engagement and nurturing techniques will not only help you bring in more revenue and referrals, but it’ll also reduce your cost per lead as more will convert.
Here are the top lead engagement and nurturing techniques you should be using.
1. Use Personalized, Targeted Content
One-size-fits-all content doesn’t fly anymore. Generic messages will be ignored as spam. To effectively engage and nurture leads, you must use personalization and targeted content as much as possible. To do this, you really need to understand your leads. That means setting up buyer personas, segmenting your email lists, and keeping track of buyer activity and behaviours on your website as well as email triggers.
You don’t want to send top-of-the-funnel content to someone who’s ready to buy, and vice versa. You don’t want to send information about products or services that are completely irrelevant to a group’s needs and challenges. You need to personalize your lead nurturing techniques and use targeted content in order to send the right content, to the right person, at the right time. Knowing what your leads have downloaded on your website, knowing what they’ve clicked through and read in your emails, knowing what their pain points and interests are, and knowing how active they’ve been are all great indicators of what you should send next.
2. Answer More Questions
Today’s consumers are self-researchers. They have all of the information they need at their fingertips, thanks to the internet. Long before they’re ready to buy from you, they’ll be searching your website, your blog, and your social media posts in order to gain knowledge and get more informed before making a decision.
Anticipating and answering questions that your leads may have on these channels can help you engage with them by solving their problems. It can help you nurture them and gain trust and boost credibility. All of this will move them down the sales funnel.
3. Go Multi-Channel
Many marketers only use lead engagement and nurturing techniques via email. Though this is the most popular option, it’s not the only one. To get the most out of your nurturing techniques, go multi-channel. Use dynamic website content. Use social media. Use paid retargeting. The more channels you’re on, the better the chances that your leads will notice you and pay attention.
4. React Quickly
The faster you can connect with leads, the more likely they are to enter your sales process. Don’t wait days to send out that first email. Make sure that you begin nurturing and engaging them right away once they have made contact with you. Show that you care about their business in order to earn their attention.
5. Score Your Leads
To make the most out of your lead engagement and nurturing techniques, create a lead scoring program. Lead scoring refers to the process of assigning numbers to leads based on their activities and behaviours, in order to prioritize them based on how likely they are to purchase, their purchase timeframe, their purchase size, and other factors.
Using lead scoring can help you zero in on the leads that require the most nurturing to get through the sales funnel and help your sales people focus on the right leads. It can also help you put them into the right campaigns so you can maximize the results you get.