You have an awesome new website, you're blogging a few times a week, and you're doing everything to draw traffic to your site. Now that you’ve started collecting visitor information from landing pages and forms, what comes next?
Now it's time to nurture those leads through the buyer’s journey and turn them into customers. If someone is filling out a form, they want to know more about you and what you can do to solve their problems. Give them what they want with a lead nurture campaign.
How to Set Up a Lead Nurture Campaign
Here are five quick tips to remember when setting up your lead nurture campaigns.
1. Set up a lead nurture for all conversions.
Everyone loves the feeling of being remembered, right? Whether you’re a regular at a coffee shop or you’re meeting up with old high school pals, being remembered makes you feel important. Treat your potential customers this way by enrolling them in lead nurtures that make sense for where they are in the buyer’s journey.
If they came to you from a blog subscription, keep feeding them content that will help them learn more about who you are. If they signed up for a webinar, nurture them in a direction that provides more information about that webinar topic, ultimately ending in a free demo signup or a chat with a sales rep.
If you don’t nurture the people coming to your site, you're missing opportunities to grow relationships with your leads, which is the whole point of collecting their information anyway!
2. Know what part of the buying process they are in.
Analyze your buyer personas to better understand where your leads are in the buyer’s journey. This matters because you wouldn’t market to someone at the top of the funnel the same way you would market to someone at the bottom of the funnel.
For example, if someone just stumbled upon your company, you would use more welcome-oriented language and tell them a little bit about yourself. If a visitor is at the bottom of the funnel, they already know who you are and are likely ready to make a purchase. Goad them with action-oriented language.
3. Set a goal for each email you send.
We’re not about sending emails just for the sake of sending emails. A better way to stay top of mind is to create a goal for each of your lead nurtures. What do you want all these emails to culminate in? A demo signup? A sales call? A product purchase?
Once you know your goal, craft three or four emails that lead the customer up to this point.
4. Know your timing.
If you overwhelm your leads with emails, you will be sent to spam. Don’t be that guy! Instead, space your emails out in a cadence that makes sense. We typically give our leads 4-7 days between emails, but your frequency may differ depending on your industry and sales cycle.
5. Add personal touches.
Make good use of personalization tokens in your campaigns. A 2022 McKinsey study says that 71% of consumers expect companies to offer personalized communication, so add tokens like first name, company name, or location.
Emails also get a better open rate if they come from the brand or someone synonymous with it, rather than a no-reply address. Not only is the no-reply address unhelpful if someone has a real issue (who do they respond to?), but it also comes across as crass or careless.
Monitor Your Nurture Campaign
Once you have your campaign up and running, tweak it as needed. If you see leads getting stuck or dropping off in certain places, change a subject line or content within the campaign to help drive leads through the entire campaign.
Get Started with Lead Nurtures
Need help setting up a campaign? Reach out! Our team has created several successful nurture campaigns designed to delight the customer and boost your bottom line.
