In today’s digital marketing world, people prefer to do their own research online and only contact a company to learn more after they are fairly ready to buy. That’s why it’s so important for marketers to produce targeted and personalized content that addresses the specific needs and concerns of leads and demonstrates how your company provides a product or service as a solution. This process of delivering content to potential customers at every stage of the sales funnel with the goal of moving them closer to making a purchase decision is known as lead nurturing.
As a core component of a digital organic inbound marketing strategy, lead nurturing plays a crucial role in converting prospects into customers. Inbound marketing focuses on attracting potential clients through valuable content tailored to them, rather than traditional outbound marketing, which often interrupts with unwanted messages. By nurturing leads, companies can engage with their audience in a more meaningful and less intrusive manner, thereby increasing the likelihood of conversion. Nurturing has advantages for companies too as it helps identify and prioritize leads that are more likely to convert, ensuring that marketing efforts are focused on the most promising opportunities. Companies that invest in lead nurturing can build stronger relationships with potential customers, improve the efficiency of their sales process, and ultimately drive higher revenue.
What is a lead nurturing workflow?
Effective nurturing involves understanding lead behavior and interests and then delivering relevant information through various channels such as email, social media, and website content. This continuous process aims to build trust, provide value, and keep the brand top-of-mind.
Lead nurturing efforts can be broken down into structured sequences of actions known as workflows designed to guide potential customers through the sales funnel by delivering targeted content and interactions at optimal times. This workflow typically includes a series of personalized emails, follow-up messages, and content recommendations based on the lead's behavior, interests, and position in the buyer's journey.
For example, one common approach is to use a 5-step email workflow as it provides a clear and manageable structure for guiding leads. Such a workflow would include the following elements:
1. Introduction email
The 5-step workflow begins with sending an introduction email to a list of your most engaged contacts. This email introduces your company and explains that you will be forwarding along other valuable content pieces to help the reader learn more.
2. 3. 4. Gated content
The next three steps of the workflow involve sending three pieces of educational content. These can be ebooks, FAQs, videos, case studies, infographics or other types of materials that you feel best deliver your messages and are easy for your audience to digest.
Each piece of content is first introduced through an eblast, which links the recipient to a landing page with more information and a form to download the asset. The top portion of the landing page content should change with each deliverable to “pay off” in accordance with the promises of the eblast. This can be achieved through using similar headlines and images.
Each gated content asset should also include a “thank you page” that displays after the prospects complete the form with a link to download the piece. It’s also a good idea to send a follow-up “autoresponder” email thanking the lead for their interest, encouraging them to reach out with additional questions and once again including the link to download the content in case they need to reference it again.
5. Closing email
The workflow concludes with a final email that summarizes major points and emphasizes that the reader is now empowered with the knowledge they need to make a decision to buy. It’s also a good idea to include the links to all three content pieces in case they want to go back for reference and end with a call-to-action link to direct them to engage with you.
Tips for effective workflows
Your workflow is only as good as your content and the leads you’re sending to. Here are a few tips for successful lead nurturing.
- Employ automation: Using a platform like HubSpot enables efficient, automated workflow execution through data and insights to segment leads and tailor communications. This ensures that each interaction is relevant and valuable. A Marketing automation platform not only enhances the customer experience but also increases the likelihood of conversion by nurturing leads with the right information at the right time. Such platforms can also measure results that can help inform and refine your lead-nurturing strategy.
- Target your most engaged contacts: Gather your most engaged contacts from your email list or customer relationship management system. The goal is to set up a process to bring them into the lead nurturing workflow. As you get new leads from pay-per-click (PPC) or other organic marketing efforts, they should be added to the workflow. A platform like HubSpot will do this automatically.
- Create compelling content: Content should be targeted and personalized. Consider taking an educational approach and including third-party statistics to establish thought leadership and credibility. Aim to address your prospect’s pain points and questions with quality content that’s compelling enough to entice the reader to give up more of their contact information.
- Include links to buy: A lead may decide they want to buy after the opening email or after downloading any of the gated content. Provide those opportunities by including call-to-action links in eblasts and thank you pages to request a quote, schedule a consultation, browse your inventory or take other desired actions.
Lead nurturing workflows can and should be combined with other inbound marketing tactics like social media, blogs, and SEO, as well as outbound marketing tactics like PPC ads, email marketing, and direct mail. Creating a comprehensive marketing strategy will ensure that leads are engaged through multiple channels and touchpoints to enhance the overall effectiveness of the lead nurturing process by providing consistent and coherent messaging, increasing the chances of converting customers.
Need help with your lead nurturing?
