If you are running performance marketing for B2B, getting a click on your ad and even getting an enquiry form completion are really only the first steps in the journey towards success. To get the most amount of value possible from your paid media activity, having a clear plan in place to nurture your leads towards a sales conversation is key.
Of course, we can make use of strategies such as retargeting to help this process along (very effectively!), however email is one of the most powerful tools to use and should never be forgotten!
If you have a good nurture programme in place, your ROI will absolute be higher. And who doesn’t like that!
Here are 10 ways to nurture your leads via email:
Personalise your emails:
Address your leads by their first names and tailor the content of the email to their specific interests or needs. Personalisation helps create a connection and shows that you value their individuality. A basic step, but never forget it!
Provide valuable content:
Share informative and relevant content that addresses the pain points and challenges of your leads. This could include blog articles, industry reports, case studies, or helpful resources. Valuable content establishes you as an authority and builds trust with your leads.
Use drip campaigns:
Set up automated drip campaigns to deliver a series of emails over time. These campaigns can be designed to provide a consistent flow of relevant information and keep your leads engaged without overwhelming them. Map these out and start testing different flows to see what works best.
Segment your email list:
Not every contact is the same! Divide your leads into different segments based on their demographics, interests, or buying behavior. This allows you to send targeted emails that are more likely to resonate with each specific group.
Include clear CTAs:
Every email should have a clear and compelling CTA that guides the leads towards the next step in their customer journey. Whether it’s downloading a resource, scheduling a call, or making a purchase, make sure the CTA is prominent and easy to follow.
Offer exclusive incentives:
Provide special offers, discounts, or exclusive content to your leads to encourage their continued engagement. This can be done through limited-time promotions, loyalty programs, or access to premium content.
Use social proof:
Incorporate testimonials, case studies, or success stories in your emails to demonstrate the value and benefits of your products or services. Social proof helps build trust and credibility with your leads.
Nurture a conversation:
Encourage leads to respond to your emails by asking questions or seeking their opinions on relevant topics. Respond promptly and personally to their inquiries or comments to foster a two-way conversation.
Automate lead scoring and nurturing:
Utilise a marketing automation platform to track and score leads based on their engagement and interactions with your emails. This allows you to prioritize your efforts and focus on the leads that are most likely to convert.
Monitor and analyse your email campaigns:
Continuously track and analyze the performance of your email campaigns. Pay attention to metrics such as open rates, click-through rates, conversions, and unsubscribe rates. This data will help you optimise your future campaigns and improve your lead nurturing efforts.
Remember, successful lead nurturing requires a balance between providing value and being persistent. Tailor your approach to the specific needs of your leads and adjust your strategies based on their feedback and engagement levels.