Inbound marketing has become the most effective way of lead nurturing for companies around the world. The sure thing that every inbound marketing expert knows is that only a small percentage of the inbound leads will make a purchase on a website. This leaves 90% of your inbound leads not being tapped.
When you implement an effective lead nurturing strategy, you will have a huge impact on the results of your inbound marketing strategy. Below are advanced inbound marketing tips to trigger lead nurturing online.
A 2013 Lead generation marketing effectiveness study reported that 68% of successful hubspot inbound marketers usually cite lead scoring based on content and engagement as the most effective method of improving revenue. What is lead scoring?
Lead scoring is a concept that is utilized to rank prospects against a scale that represents the perceived value of each lead as it symbolizes to the company. The concept can be implemented in majority of marketing automation platforms through assignment of values to specific browsing habits, conversion events and social media interaction.
The final score achieved is usually used to determine which leads should be followed up and which should be nurtured further down.
Diverse Lead Nurturing
Traditionally, marketers used simple strategies like setting up an email drip campaign which would send generic emails to a list of subscribers as well as outsource inbound marketing services. This method has not been effective as marketers would have hoped. For starters, majority of prospects who are being targeted do not open the emails and on top of that, majority of marketing leads do not convert into sales. This has led to poor performance.
Thanks to improved tactics, there are new strategies that go beyond emails. Powerful marketing automation platforms have enabled savvy marketers to incorporate diverse lead nurturing strategies. Apart from marketing automation, they have incorporated social media, paid targeting, dynamic website content and direct sales outreach among others.
This helps to increase the chances of sales and ensuring that different strategies provide the intended results.
It is important as a marketer to know that one size does not fit all. What you need to know is that targeted content has proven to be the best when you want to nurture leads. While it may seem obvious, there are marketers who are struggling with it.
According to research, in order to nurture more leads, when you opt for targeted content, you need to ensure that the right content is delivered to the right audience and at the right time. Before providing targeted content, you need to have a few things in mind.
You need to understand every unique need of your intended audience. Once you have identified their unique needs, you need to create an assortment of targeted content which will help to nurture each persona. It should be based on their interests, goals, objectives and marketing triggers.
Come up with a marketing automation platform that will help you to identify, segment and target your unique audience personas as you scale your inbound marketing strategy.
As a marketer, you need to know that timely follow ups can help in nurturing more leads. The sad news is that majority of organizations are not responding quickly. What you need to know is that automated lead nurturing can help one to reach large groups of prospects but a timely follow-up email or phone call is still the best way of converting inbound leads into qualified sales opportunities.
Research has shown that the odds of converting a lead into a sales opportunity is higher when a lead is contacted immediately following a website conversion. As a marketer when you make a timely and well researched call to a lead, it will be far more effective than making any cold calling. From Google Analytics, you are able to know the lead’s browsing behavior therefore having enough information about the lead. You can go further and research where they work and their specific role in the company.