Lead nurturing is a critical part of inbound marketing, and it can take many forms based on the overall goal of your business. For companies with longer sales cycles, successful nurture campaigns can increase the bottom line and even shorten the sales cycle.
Personally, I believe lead nurturing is extremely valuable for any marketing strategy. Below are my five reasons why leading nurturing crushes it and why you should be using it in your marketing strategy:
You are constantly in communication with people
Constant communication with your prospects is key to successful sales, especially for B2B businesses with longer sales cycles. But just because you are always talking with someone doesn’t mean it’s an ongoing sales pitch. Successful nurture campaigns provide information that is relevant to the potential customer and doesn’t include sales material. I find that it’s hard for people to get on board with the “we don’t need to always talk about the product” approach, but you build more trust with consumers by not constantly pitching a product.
It raises brand awareness
Lead nurturing is great for brand awareness. A common misconception companies have is the “we don’t want to over-email” conundrum. Not a thing. You can never “over-email” your prospects. You will get tired of emailing them before they get tired of you emailing. Does that mean they are going to read every single email you send? Definitely not. But they do see it in their inbox, and it reminds them of your brand, or that they needed to follow up with you on a question they had (for example). And if someone unsubscribes, oh well! It’s natural. Unsubscribes happen. A typical email list decays at 25% per year, regardless of how much you are emailing them. However, good content that is a valuable resource to your list will have much higher engagement and less decay than constant product promotions, thus raising brand awareness.
You learn things about your prospects
Using campaigns to nurture potential customers also gives insight into their behaviors and how they interact with your brand. What emails are they opening? What CTAs are they clicking on? This allows you to optimize your content and nurture track to increase engagements and produce more relevant content, which increases sales in the end.
You don’t have to do all the work yourself
The great thing about lead nurturing is you don’t have to do all the work yourself. Marketing automation allows you to create the nurture tracks, populate them with content, and then drop candidates into the track based on selected criteria. As the track runs, you monitor the performance and send highly engaged candidates over to sales. Easy, right? Well, not really. There is much more knowledge and strategy that goes into successful marketing automation campaigns. But that’s for another day.
In the end, they buy your product
When you send candidates down the funnel from a Marketing Qualified Lead (MQL) to a Sales Qualified Lead (SQL) with relevant content over an extended period of time, the sales team has a much easier time closing the sale because the consumer is ready to buy when they start the sales conversation. Your sales team becomes more productive, increases their close rates, and is happier overall at the quality of leads coming through.
Lead nurturing isn’t just influential during the initial sale, either. Post-sale nurture tracks are key to keeping loyal and engaged customers and presenting an opportunity to pitch additional sales down the road. Always keep the conversation going.
Infographics are a great way to engage prospects in a lead nurture track. But what makes infographics so captivating? View our infographic on infographics to find out!