Keeping your leads engaged long-term is how you keep them buying and have your business running in the long haul. This is why a systematic lead nurturing campaign or funnel is so important.
What is a Systematic Lead Nurturing Funnel?
A lead nurturing funnel is a series of emails you automatically send to prospects as they interact with your brand. This could be visiting your website, participating in a webinar, downloading a free ebook or case study, or making a small purchase. This practice helps to build long-term relationships with customers, increase sales and keep your prospects engaged.
Types of Lead Nurturing Campaigns
You must know the type of lead nurturing campaign. Because the campaign you use depends on your priorities, so here are three types of lead nurturing campaigns to choose from
1. Engagement Campaigns
The goal is to keep your leads and prospects engaged with your brand. This is done by providing clear messaging. And with engagement campaigns, you have three types, based on their stages:
- Welcome Campaign: These campaigns share your value proposition with new leads who downloaded your ebook or your other marketing materials
- General drip campaign: These campaigns help to keep your brands in the minds of your prospects
- Reengagement campaign: These campaigns offer the prospects the opportunity for further engagement by your team or bring it to an end.
2. Education Campaigns
With educational campaigns, you make the leads see the value of your products or service, and then you offer your input on how they reach their goals. The educational campaigns have three types:
- Teaching Point-Of-View Campaign: These campaigns help to reshape the prospect’s mindset by showing future opportunities and addressing your prospect’s issues.
- Product-Focused Campaign: These campaigns highlight specific details based on your product offering. You can leverage testimonials and case studies and address their pain points.
- Competitive Drip Campaign: These campaigns are best when you have enough information about your competitors
3. Sales Funnel Campaigns
The sales funnel campaign is for your most engaged leads, who have the highest chances of turning into paying customers. It takes more work here because all your systems must sync to help you convert them. The three types of sales funnel campaigns include:
- Lead Introductory Campaigns: These campaigns make your prospects more comfortable with your brand by giving them reasons for your brand to keep communicating with them.
- Marketing Qualified Leads: These campaigns help to boost the desire of your prospects to engage with your brand and advance in the sales conversion process.
- Sales Qualified Leads: These campaigns are for the highest quality leads who meet the BANT (Budget, Authority, Need, Timing) criteria. Plus are consistently engaged with the sales team.
Successful Tactics for Lead Nurturing
Leverage Targeted Content
A single strategy doesn’t work when it comes to nurturing your leads. Studies have shown that using targeted content can improve your results drastically. The first step is to understand your users and target them based on the characteristics you find, such as goals, objectives, and marketing triggers.
Use Scoring Tactics
The point of lead scoring is to rate your leads on a scale that measures them according to their importance to your business. You do this by giving numerical values to leads contingent on their response to your marketing. The best way to start the lead scoring process is to understand the prospect’s interest and whether they’re ready to buy or need more nurturing.
Focus on Multiple Touches
Reaching your prospects across different platforms increases your chances of converting them into paid customers. So, asides from your email outreach, you can combine social media, videos, blogs, and whitepapers to nurture your leads.
Through your emails, you should tell stories customers resonate with. And as you do this, they will start to trust your brand. And naturally, the leads will have questions. They would want to reply to your emails. So, you must use real emails rather than generic “no-reply” emails.
Align Your Sales And Marketing Strategies
Combining sales and marketing techniques lead to an increased customer satisfaction rate. To start this, you need to find the exact point in the buyer’s journey where they can be transferred between the teams. To simplify the transition, you should consider various factors such as workflows, conversion goals, and lead scoring.
Ideally, the terms of the collaboration should be highlighted in an SLA, as this helps both teams stay accountable to each other for converting leads and nurturing them.
Do Some A/B Testing
A/B testing should run for every email you send, every landing page you create, and every campaign you run because this is how you get the best results. You should switch up the landing pages, lead magnets, funnels, and offers. The testing and iterating never end.
Getting as much data as you can from your prospects is vital. This is how you understand your customers and guide them through your campaign from the awareness stage to the conversion stage. To get more insight, connect with us at firstname.lastname@example.org or sign up now to get a quick walk-through.