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Nurture those leads...

Lennox Potts
by Lennox Potts - September 1, 2017

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Implementing an effective lead nurturing strategy can have a huge impact on the results of your inbound marketing strategy. Research conducted by Forrester has shown that marketers see an average 20% increase in sales opportunities from nurtured vs non-nurtured leads.

So that probably leaves you wondering…

  • Which lead nurturing tactics work best?
  • What do super successful marketers do differently?
  • How do I get started with lead nurturing?

Here are our thoughts...

 

1) Targeted content

When it comes to lead nurturing, one size certainly does not fit all. As the research proves, strategically nurturing your leads using targeted content can significantly improve the results of your inbound marketing strategy.

There are a few prerequisites for using targeted content for lead nurturing. First of all, you need to understand each of your unique buyer personas. You then need to create an assortment of targeted content designed to nurture each of your personas based on their interests, goals, objectives, and marketing triggers. Lastly, you need to have a marketing automation platform in place to help you identify, segment and target your unique buyer personas as you scale your inbound marketing strategy.

2) Multi-channel lead nurturing

Today, marketers are looking for new lead nurturing tactics and technologies that go beyond the limits of email. With the help of powerful marketing automation platforms, savvy marketers are now executing multi-channel lead nurturing strategies.

Effective multi-channel lead nurturing most commonly involve a combination of marketing automation, email marketing, social media, paid retargeting, dynamic website content and direct sales outreach. Because there are so many tactics involved, to execute this properly, you really need to ensure that your sales and marketing teams are well aligned and working cohesively.

3) Personalised emails

Several research studies indicate that email marketing continues to be the most effective tactic for lead nurturing. The research also consistently shows that personalised emails tend to produce significantly better results than generic email blasts.

There are all kinds of ways you can personalise your emails to improve your lead nurturing strategy. You can send triggered emails when someone downloads your gated content, clicks on links in your emails, visits certain pages on your website, or when they demonstrate a high level of engagement. When you combine the power of marketing personalisation with behaviourally triggered emails you can deliver the right marketing messages to the right people, at exactly the right times.

For help with your lead nurturing stategy contact us here.

 

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