The nurturing process consists of sending your leads automated emails with content related to the offers they have previously shown interest in. This way, leads can advance through the marketing funnel and become ready for the sales team.
But how do you develop a lead nurturing campaign ?
First, you need to identify the content your company has and the content that can be created (such as articles, ebooks, infographics, webinars, case studies, etc.). Think about how you can offer them to your website visitors in a way that sparks their interest.
After this, follow the steps below, which are essential for the planning and success of your campaign:
1. Define the campaign objective
Is your goal to move the lead austria business fax list down the marketing funnel? To prepare them for sales? This type of questioning is essential so that you can accurately define your materials and arguments.
2. Determine who your personas are
What is the customer profile? Segment? Position? Do they make decisions?
3. What action by your prospect will kickstart their involvement with the campaign?
How will your prospect be converted into a lead? Download an ebook or whitepaper?
4. Define which offers will be sent, for each stage of the journey:
Here you define the content that will be most interesting to capture your lead's attention in each of the steps below:
Consciousness – Introductory materials on the topic, among others;
Problem recognition – Content that helps the lead recognize errors and opportunities, such as checklists and infographics;
Consideration – Free cases and consultancy
Decision – Quotes, price comparisons, free trials, etc.
5. Set the campaign duration and the time interval between messages
You must keep in mind the sales cycle time of your product/service, scheduling your campaign to end before this.
6. Write the emails and implement them in a marketing automation system
Once you have developed your messages, use a marketing automation tool to set up the messages to be sent to your leads. There are several examples available on the market, such as Hubspot and RD Station.
This step-by-step guide was a more basic way of explaining the process. It tends to become more complex over time, as you identify different stages of your lead's purchase journey. It is worth noting that lead nurturing is a very important strategy for generating new business and should not be overlooked. However, it needs to be aligned with your strategy and other marketing efforts for better performance. Learn more by downloading our ebook on Integrated Marketing .
