For any business, one of the main goals of its website is to produce as many lead conversions as possible. Once you have a lead, though, it is important to look at it as the start of a relationship between you and that specific client.
To ensure a long-lasting relationship that will be mutually beneficial, you’ll want to follow a few best practices to develop these leads. Below you will find five tips that will help guide you and your business in nurturing a lead through your sales pipeline.
Let’s take a look at a strong lead nurturing strategy!
1. The First Impression
One of the first things that a consumer will notice about your website is how it is constructed. Is it easy to navigate? Is it easy to understand? What is the company’s mission? What can they offer me?
In many cases, though, even with an expertly constructed site, leads will not immediately purchase your product or service based on just one interaction with your website. So it is important to personalize your content specifically so that potential clients will keep coming back.
A great way to personalize your content is to offer a wide variety of options for the different types of clients you expect to visit. Once potential clients become more familiar with your site, and products or services, then they will soon funnel through your sales pipeline.
One worthwhile way to promote lead nurturing is through email and direct messaging. During this step, make sure that you craft a message that is specific to what your clientele is looking for.
2. Lifecycle Nurturing
Once your potential customers begin to funnel through the sales pipeline, you must keep up constant contact. Through lifecycle nurturing, you are telling your potential clients that you will be there throughout the whole process – not just the beginning.
Consumers appreciate the idea of lifecycle nurturing because it helps to develop a deeper bond through the sales process. Consumers feel more confident in their decision, and you, in turn, can have the satisfaction of knowing that you have a long-term client.
It is important for each potential client to feel as if their experience on your site is unique to them, which serves to strengthen your bond. There are three phases that you can achieve this:
- Awareness – Educate your prospective clients on facts and statistics about the industry. By doing this, you highlight your credibility, helping future customers feel more confident in your company.
- Consideration – Invite leads to a demonstration of your product or service. This will give you another touch point during your lead nurturing, allow you to showcase your product or service’s abilities, and reinforce your expertise. Potential clients appreciate extra steps that are taken before a sale is completed.
- Decision – With the help of product/service reviews and success stories, the decision should come naturally to the prospective lead.
3. Effectively Target Your Content
It is important that you do not email leads every single day, or many times a week. Doing so could easily lead to your emails being deleted or sent to the spam folder, or simply outright blocked.
Also, make sure you do not email leads every mass email scheduled to be sent out. Those are two ways to deter lead conversions because the potential client may assume that an email they receive is the same that everyone else receives as well.
Targeting your content to specific clients is just one of the key ways to develop a deeper relationship with that client. Clients do not want to see what everyone else does, they want to see specifically what you can offer to them and their business.
4. Utilize Other Channels
Another way of nurturing leads is by utilizing other media channels. Using outlets like social media, YouTube, direct mail and more can provide a diverse way to reach out to potential clients and showcase the abilities of your company.
Advertising via PPC marketing can be particularly effective, as services such as Google Ads, Bing Ads, and Facebook Ads can put your business and its services in front of thousands of potential customers online.
5. Score Your Leads
Scoring a lead is one of the greatest ways to organize potential clients who are of priority. You will come across leads you believe have a high probability of converting as well as those that seem less likely – it’s valuable to keep track of these and other types as well.
The best way to score your leads is by determining their perceived value and overall fit in comparison with what your company provides. The criteria for scoring leads is completely up to the company. The criteria can be as complicated or as simple as needed, as long as the leads can be scored in a proper manner.
You could break down your leads based on factors such as:
- Product or service
- Point of contact
- The way the lead originated
By utilizing this method, and those listed above, you can make some real impact on your lead nurturing strategies.
At Sixth City, as part of our digital marketing offerings we’re proud to supply customer relationship management (CRM) services for our clients, as well as CRM consultancy.
We’re a certified HubSpot partner, and we utilize that CRM for a variety of clients to help them establish a complete marketing and sales presence and acquire more valuable leads.
Reach out to our team today to get started with essential CRM services!