Okay Mendes
Jan 13, 2024
Lead nurturing
In the world of digital marketing, lead nurturing is essential to converting potential customers into real clients. To achieve this, it is necessary to have a well-defined strategy that includes contact management, segmentation, and the buyer's journey. These three elements are key to creating effective campaigns that help your company grow and your leads move forward in france email list the purchasing process. By using automation tools like Hubspot, you can carry out this strategy in an efficient and scalable way.
Knowing what you need to do before you start will help you create a clear path for yourself and your team to create quality campaigns for your leads and customers.
Leads come into contact with 6-8 types of content before they are qualified by sales, and when you’re creating a strategy to make this happen you’ll achieve it through conversations. Marketing automation software and your conversations, whether through email, live chat, Facebook Messenger, social media, or any other form of contact, work together to power your lead nurturing strategy.
Conversations play a key role in lead nurturing because this is how you send messages to your contacts. With marketing software and conversation tools, you can develop a strategy to create lead nurturing campaigns.
However, a goal without a plan is nothing more than a wish, and that's why it's so important to create an overall strategy for your campaigns.
An effective lead nurturing strategy consists of 3 elements
1. Contact management
It is a strategy that relies on using software (such as Hubspot) to store and easily access data such as a contact's name, history, and email or phone address.
Contact management includes many things, from having a program that allows you to create a contact database to managing it correctly. Contacts are the heart of your marketing and sales strategies and are equally important for your lead nurturing strategy.
To create successful nurturing campaigns, you need to know who your contacts are (we'll learn more about this in the other two elements of your strategy), but that knowledge is of no use if you don't have a good plan for storing that data.
Contact management relies on a solid database that is regularly updated. You need to make sure that the contacts you have are eligible, and you need to remove any that have unsubscribed or whose email address is invalid. Once you have a strategy for organizing your database and know where to store your contact information, you can move on to the second element, segmentation.
2. Contact segmentation
In general terms, segmentation consists of dividing your contacts into their group of similar people. This allows you to see specific groups that will receive similar information from your company because they have characteristics that group them together.
Through segmentation, you can apply everything you know about your contacts. Lead nurturing is a perfect combination of context and content, and segmentation is how you deliver that context to those who find it relevant.
While every contact is unique and should be treated as such, it's important to segment your database to spot similarities. Segments can be divided in many different ways, including demographics, industry, company size, pages visited, number of emails opened, and more.
With a segmentation strategy, you can set lead nurturing goals based on the actions your contacts take in your company.
Segmentation is essential to having exceptional conversations, which in turn is critical to lead nurturing.
Your nurturing strategy will start with contact management, to keep your database organized and up-to-date. Then you can move on to segmentation based on your contacts, especially the custom properties you’ve created to learn more about them. Keeping these properties organized, clear, and concise will help you create effective segments. Review the titles and descriptions of each one frequently and analyze how your teams use them, and make sure you don’t have duplicate contacts. Just like with lists, make sure your contact properties are up-to-date and nothing is left over.
After completing contact management and segmentation, you can move on to the last element of an effective lead nurturing strategy, the buyer's journey.
3. The buyer journey
This is where you need to define the different audiences to which you will send emails. To do this, you need to take two aspects into account: the buyer persona and the buyer's journey.
Ask yourself who your target audience is and where they are in the buyer’s journey. You may already know who your buyers are, but making lists of different types of customers will help you analyze them and decide what type of content to offer them.
Remember that the buyer's journey stages are awareness, consideration, and decision, and you'll need to offer different content to your contacts at each stage. For example, at the awareness stage, your lead is experiencing and expressing symptoms of a problem or opportunity, so they should receive educational content to help them understand their problem.
With contact management, segmentation, and buyer journey, you can create a nurturing strategy that will help your business grow and generate better nurturing campaigns for your leads. This strategy is your plan to help yourself and your leads achieve your goals together.
A lead nurturing campaign can be useful for delivering more contextual content to leads without sacrificing productivity. But before you start designing a campaign, you need to determine which nurturing tools you're going to use. In lead nurturing, you can leverage automation to take action steps that will guide your marketing efforts toward a particular goal. One of these is Hubspot's workflows.
Once you have decided which tools you will use to execute your lead nurturing campaigns, you can begin to unleash the potential of the strategy you define.
Don't wait any longer and start working on your lead nurturing strategy to boost your company's growth!
