Help prospects get off the fence with a lead nurturing campaign
For those who expressed interest in your offering, but did not commit to it, try a lead nurture campaign. By nurturing leads, you may be able to help interested prospects get off that fence to make a purchase or try your offering out. A well managed nurture campaign educates prospects either on a regular basis (also referred to drip campaigns) or when their special interest encourages communication. Because you’ve taken time to educate them, these prospects are more qualified, limiting the time your sales representative needs to spend in helping them make a purchasing decision.
To encourage response or action, always segment your list by your audience’s interest and by where they are in the buying cycle. Offer promotions and complimentary offers to those with similar interests to spur sales. If you’re not sure who to concentrate your efforts on, try lead scoring. Lead scoring is the process of assigning a numerical value to leads based on a criteria you determine; the numbers help with list segmentation, enabling your message to be more specific and relevant to those you’re targeting with your nurture campaign.
Common types of lead nurturing campaigns
Interest Campaign
Communications are driven by common interests and revolve around events or sales tools (examples: product demo, eBooks, seminars, etc.) being available, which in turn trigger follow-up messages to keep ‘conversations’ going with the customer.
Example:
Prospects are emailed about an upcoming event, inviting them to attend. Registration and reminder emails revolve around the event.
Drip campaign
Regular communications on a scheduled cycle – weekly, monthly, etc. Topics should be related to audience’s interests – whether directly related to your product/service or your industry as a whole – and focus on meeting a goal such as product education, promotion, onboarding, etc.
Examples:
Quarterly newsletter, monthly calendar of events, or weekly special promotions.
Discover more…
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- Brooke, Connor. “Drip Marketing vs. Lead Nurturing – Putting An End To The Confusion.” Business 2 Community. Last modified December 9, 2022. http://www.business2community.com/marketing/drip-marketing-vs-lead-nurturing-putting-end-confusion-01414805#3jbW2ei9hLqDMJwB.97.
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- Patel, Neil. “16 Call-to-Action Formulas That Make People Want to Click.” HubSpot, Inc. (blog). Last modified July 24, 2023. http://blog.hubspot.com/marketing/call-to-action-formulas.
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