When it comes to lead nurturing, a lot of factors are at play. The effectiveness of your marketing team’s efforts are reliant mostly on your potential customers’ habits and needs. Although those are two things you don’t have control over, you can increase your marketing effectiveness by doing a few key things on your end of the deal. Here are 5 ways to perfect your lead nurturing and boost your conversion rates:
1. Focus on targeted content
Not every marketing strategy works on everybody, but sometimes you can use that to your advantage. Figuring out what kinds of language, format, ad, or otherwise works best for your audience - whether by trial and error, A&B testing, or previous experience - will help you land more leads. Not only that, but targeted marketing also brings in bigger sales too!
2. Don’t stick to just one channel
Just as marketing moved from in-person connections to print then to email marketing, the most effective strategies are still progressing. So don’t just stick to your same old email campaigns (although we’re not saying get rid of them!); branch out into social media, paid retargeting, website content, marketing automation, and more.
3. Be persistent and have a schedule
Buyers often come across marketing touches several times before they’re persuaded to buy, so don’t lose your momentum before they make that decision. Stay on target and stay active. Notice a contact hasn’t opened an email? Adjust it and resend! If you follow through with marketing, they’ll follow through with the buying process.
4. Latency to a lead
Just like it’s important to have several marketing touches for leads to encounter, it’s also important to follow-up with those leads as soon as you can. No matter how much marketing material buyers come across, your efforts may be in vain if you don’t respond to prospects that reach out asap. Give them your full attention right away or they just might switch over to someone who will.
5. Coordinate with your sales team
We’ve probably all been in a situation where a product or service doesn’t live up to the expectations they promise. Don’t make that mistake with your own marketing efforts. Aligning your marketing team with your sales team means holding each other accountable for nurturing and converting leads properly. Not only will doing so prevent some very unhappy customers, but it will also lead to your company running more efficiently with better communication.
Seem like a little (or maybe much) too much to handle on your own? Don't worry. With Clairant, you don't have to worry about perfecting your technique; we'll perfect it for you. Start boosting your conversion rates today with Clairant.
Desirae Haluk is passionate about marketing for startups and small businesses. For the last 15 years she has held marketing executive positions for organizations both large and small. She realizes that her true passion is helping establish, grow and evolve startups and small businesses to make them successful and help achieve their goals.