Lead nurturing: 3 efficient and effective inbound marketing strategies
by Josette MIllar
Lead generation has changed in this upgraded, inbound marketing world.
There are now software platforms for inbound marketing that help tremendously. Companies have much better tools today for attracting visitors, converting leads, and even for closing online customers.
In today’s marketplace – inbound marketing has proved itself to be a holistic, data-driven strategy that involves attracting and converting visitors into customers through personalized, relevant information and content.
Marketing no longer involves the interruption of an urgent message, yet it does involve following potential buyers through the sales experience with ongoing and ever-increasing engagement.
Obtaining The Best Possible Results
Lead generation in our new online reality is a result – it is the direct response from engaging your prospect in an informative, educational process. Inbound leads arrive for nurturing once your most current prospect approaches you after finding you online through any of a multitude of channels.
Until recently everyone thought it was all about Search Engine Optimization (SEO). Anyone entering your keyword sentences and phrases could quickly and easily find your company.
Now, though, becoming found by your prospects relies more on becoming an expert voice in your field, who is providing cutting-edge information about the field – along with how to make the best use of what is most currently available.
Social media sites such as Facebook, LinkedIn, YouTube, Twitter, Google+ have quickly come into the forefront of the marketing realm as one of the most effective approaches for attracting new and ongoing customers.
Now is the time for professionally crafted, highly informative blogs posted on company websites. There is also a need for eNewsletters, videos, webinars, white papers, tip-sheets and emails. All of these forms are specific channels that effectively allow your new client to interact directly with your company.
Gathering Leads for Nurturing
It has never been more important to position your company as the authority in your field. Always prepared to offer valuable information that your prospect can use. This is known as lead-nurturing.
Anytime you are the one providing the resources to make an informed decision – you have laid the foundation for a long-term, deeply trusting relationship. If your quality, terms and conditions are fully competitive, why would they need to go anywhere else?
Inbound marketing models truly allow and encourage the stable development of relationships based on being of service to people. By planting seeds of trust and service, we create a two-way path of loyalty and customer returns.
1) Effectively Nurture Your Existing Leads
Helping your prospects feel they have an exclusive membership in your specialized club makes lead generation an effective, positive experience. Once they have landed into your CMS, or email list – the nurturing process begins. Keeping interest riveted on your offerings means building long-term relationships on trust and feelings of mutual respect. Loyalty comes when customers feel someone has gone to work on their behalf and brought back value they didn’t expect. The email auto-responder triggers customizable messages for the leads that download specific amounts of informational content from your site. Maybe they tried a product, signed up for a deal, or other significant interaction. Never hurry the nurturing process.
2) Offer Something for Free
Visitors become leads more quickly if you offer them something of genuine value – for free. They arrive at your website looking for information – now is the moment to educate them about your product or services.
This is not a hard-sell environment. Inform them through courteous, respectful educational offerings. People always know when someone is trying to sell to them. Let them download some real value.
3) Score Each Lead According to It’s Value
Scoring leads lets you understand which leads in your system are the most valuable. This lead is one that is interacting with you online. They are downloading content or viewing more pages when compared to others.