Lead nurturing is the process of establishing relationships between brands and customers. In Digital Marketing Strategy, Email marketing considered an important way to nurture a lead. Here I’m going t explain 4 lead nurturing steps to engage with your customer and convert them into a sale.
In inbound email marketing with the help of lead nurturing you can get your customer’s relationship better. Lead nurturing is a process where a prospect completes the overall buyer’s journey like from a prospect to a buyer.
This is a very important process to convert your prospect to the customer of your product and services.
So now you can get your leads from various sources like you can get it from social media ad post, and also can get from the Google search paid promotion as well as organic traffic.
Now, this is the time after getting the lead from different sources, the process of lead nurturing starts.
So with the help of marketing automation, we can nurture our leads easily and convert them into a customer. There are lots of marketing tools that are available in the market like Hubspot, Mailchimp, Drip marketing automation tool, Sendinblue.
You can check the services of available tools online and can subscribe to the services of any-one of them. These tools have the capability to automate your lead and trigger required action in your overall lead nurturing journey.
There are 6 important steps you can follow when you are going to nurture you lead
1. Qualify Lead
The first step of lead nurturing is to qualify lead means we have to figure out that where are the prospect are in the sales funnel. Like if we have a prospect who has just subscribed to your list and If you send him/her a sales pitch mail instead of a welcome mail then there are more chances that the prospect just unsubscribes from your list or mark you spam.
So wrong message to a wrong person can lead you in trouble so avoid these practices.
Now when someone new subscribes to your emails, asking for key information can help you score where they are in the buying process. Especially at the beginning of your relationship with a prospect, it’s important to ask only for the most pertinent information.
2. Create Segment
Segmentation of subscribers is the most effective aspect of email marketing. Lead nurturing segmentation allows you to send your subscribers what they exactly want. Segmentation splits your subscriber’s list into different categories based on their age, gender, and location.
We can also create a segment on the basis of the subscriber’s activity and preferences like what action they performed on past delivered campaigns.
The idea of segmentation is to get as personal as possible with your prospects in order to deliver exactly what they want and nothing else. The better content you deliver, the more likely your customer is to come back for me, which in turn gives you more information and allows you to segment even better, and the cycle continues.
So the conclusion is that through segmentation we can get the idea to send the right content to the right prospects and it will sure build trust and associate your brand with value.
3. Apply Automation in Campaigns
Automation is used in email marketing to engage your prospects in the entire customer’s buyer journey.
After segmentation, it’s time to create an automation workflow for your prospects. You can better understand your prospect activity using trigger-based automation workflow. You can send a personalized email to every single prospect using automation.
Automation comes in effect when you want to send a new blog post update or when you want to send offer specific mails to your prospect. Like when someone just subscribed to your newsletter you can send them a weekly blog post updates using automation. And you can send a special discount offer coupon to someone who have their birthday or anniversary.
So automation helps you to better understand your prospect and nurture them based on their activity.
4. Email Campaign Personalization
A personalized campaign can give you better results in terms of content and CTA. The good thing about the personalization is that it is not taking too much time to set-up the same. And with the help of Dynamic Content, you can take your personalization to the next level.
With the help of dynamic content, you can create one email campaign and customize the same based on whoever is receiving the email. Like you can design the dynamic content for your travel company offer and keep all the copy the same, but change the banner image depending on the location of your subscribers.
Dynamic content is also the perfect opportunity to make recommendations based on past behavior. Did you know only 39% of online retailers send personalized product recommendations via email? Dynamic content provides a clear way for you to stand out from other companies and impress your leads.
5. Customize nurture journeys
To make the most of email marketing to nurture your leads, set up automated customer journeys. To do this, you will define triggers that, when performed by your prospects, will automatically send an email or a series of emails based on a prospect’s actions or behaviors.
Customer actions can be triggers, such as signing up for your newsletter, but other types of triggers exist as well, like dates and time. For example, you can automatically send an email one week after a customer makes a purchase from your site to request feedback or a review.
6. A clear Call to Action (CTA)
However you design your next email marketing campaign, be sure your emails end with a clear Call To Action (CTA) in order to convert your leads. After you’ve nurtured your leads and assisted them through the sales funnel, you want to end on a CTA that tells your customer what you want them to do and removes any confusion or need for clarification.
A specific CTA with an associated metric simplifies assessing how effective your email marketing campaign has been and how well you’ve converted.
By following these steps, you’ll tap into one of your greatest resources, building brand loyalty and awareness, and generating more revenue for your company.