Digital marketing has become one of the pillars for the development of a business. In the field of commercial prospecting, the inbound marketing strategy is one of the methods adopted by many B2B and B2C companies to find customers and close sales.
However, it is essential to note that a small percentage of your inbound leads are likely to result in an immediate purchase. Around 90% of these prospects will have to go through a maturation phase. This is where the lead nurturing strategy comes in. Businesses that master this art can achieve up to 50% more sales, while reducing sales costs by 33%. To implement an effective strategy, it is crucial to adopt relevant techniques during your lead nurturing campaign.
Prioritize Targeted Content
Businesses are constantly looking to maximize sales opportunities. A lead nurturing technique will not be effective if your content is uniform. It is fundamental to vary and adapt your content according to the profiles of your target prospects.
Targeted content improves the lead nurturing phase and increases the likelihood of a sale by 20%. Your inbound marketing strategy will therefore be more effective. According to studies, sending targeted content is one of the biggest challenges for 33% of B2B companies when executing their lead nurturing campaigns.
To define your typical persona, analyze prospect behaviors and use marketing automation platforms to access a large database. This will allow you to better identify, target and segment your typical profiles.
Personalize Emails
Email marketing, whether automated or executed by salespeople, remains one of the most popular techniques in B2B and B2C sales prospecting. If you have a habit of sending mass emails, it's time to rectify that. Research shows that personalized emails can increase your profits up to six times.
To optimize your email marketing, combine the following elements:
- Personalization of emails according to the behavior of your prospects.
- Explicit content and relevant marketing message.
- Adequate targeting for each email.
- Optimal timing for sending messages.
Emails should be sent to your targets when they show engagement, such as clicking a link or visiting multiple pages on your site.
Opt for Multichannel
Previously, sending emails was the primary method of contact. However, the email open rate was often unsatisfactory, with only 20% of emails opened and 79% of leads unconverted. To counter this, many companies have adopted a multi-channel lead nurturing strategy.
This involves the combination of several distribution media, such as:
- CRM for tracking interactions.
- B2B or B2C email campaigns for targeted communications.
- Social networks to engage prospects.
- Paid retargeting to re-reach interested visitors.
A multi-channel approach allows you to reach a larger number of prospects and increase the chances of conversion.
Multiply Contact Points
Once a lead becomes a verified customer, they have typically interacted with at least ten touchpoints during their buying journey. Creating more touchpoints can optimize your lead nurturing strategy.
These touchpoints can manifest through various digital mediums, such as blog posts, white papers, text messages and social media posts. The objective is to energize and enrich the customer experience throughout their purchasing cycle.
Establish Follow-up at the Opportunity Time
Once your lead nurturing strategy is in place, monitoring becomes crucial. Prospects are 21 times more likely to become customers if you contact them within five minutes of interacting on your website.
Automating your campaign allows you to manage a large marketing database. At the same time, emails and follow-up calls are effective ways to generate more qualified sales opportunities.
Conclusion
The lead nurturing strategy is essential to maximize the maturation rate of your prospects as part of your inbound marketing campaign. By adopting best practices and using the right materials and content, you can improve your results. Don't forget to take the time factor into account: approaching your prospects at the appropriate time considerably increases your chances of conversion. With careful implementation, your business will not only be able to improve its sales performance, but also strengthen its relationships with its customers.
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