Lead nurturing can be an intensely frustrating affair. Some leads simply refuse to convert, others take excruciatingly long periods of time to do so, and still more convert only for disappointingly low purchases. Keep reading to learn how you can improve lead nurturing in order to convert more customers, more quickly, with better results. If you do this right, you’ll probably even be able to improve the lifetime value of each customer.
Up the Ante on Prequalification
Smart lead nurturing begins before they’re even really leads. It starts with a better qualification process. Too many marketers depend on the sticky noodles approach: “throw lots of stuff around and see what sticks to the wall”. Instead, take a more focused approach: use a good data management platform to determine what your highest quality leads look like and where you’re finding them. Then develop plans to get more quality leads. It’s all about quality over quantity. In the long run, your work and the work of the sales team will be less intense and more rewarding, because you’ll be weeding through fewer useless leads and converting more quality leads into paying customers.
Prove Your Value Right Away
The moment you get a lead, it’s time to give them something of value. Since you’re only working with the highest quality leads, give ’em something useful and worthwhile. Information is excellent at this stage of the funnel, so consider hefty e-books and hearty video tutorials. Checklists, listicles, and free demos or trials also work well at this stage of the game. Just make sure it’s personalized content that’s practical, relevant, valuable, and exclusive to qualified leads (not something readily available on your public blog).
Shut Up & Listen
Now you know you’ve bagged a quality lead. You’ve given them a freebie to capture their attention. It’s time to shut up and listen. Use your data management platform to collect as much data as possible to get a comprehensive picture of your leads. But also pay attention on an individual level. How quickly do they open your emails? How do they respond? What do they tell you? Listen to your leads. Then you’ll know the best way to proceed.
Keep Delivering Value
This can lead into a waiting period. Depending on the length of your buying cycle and the status of the lead in relation to your marketing funnel, it can be a long one. That’s okay. Continue to prove your worth by delivering more valuable information, insight, and content. Just be sure you get their permission first. Ask how they’d like to get your content (join your Facebook page, follow you on Twitter, opt into your email newsletters, etc.). The content you deliver at this stage has to be as valuable and high-quality as that which you delivered to begin with, or any goodwill you’ve fostered will quickly fade away.
The More the Merrier When It Comes to Metrics
As you continue to knock the ball out of the park with your exceptionally helpful, timely content, watch closely and listen carefully. The metrics gathered by your data management platform tell you how well the content is being received, whether it’s being digested or simply skimmed, and whether or not the lead follows the links to additional content on your website and engages there. This tells you their level of interest, but it also helps you build and refine your customer journey. Any content that’s leading to higher than normal dropout rates needs to be abandoned or replaced.
How well is your data management platform doing the jobs it needs to do for you to nail it with these lead nurturing tips? ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.
To learn more about how ReachForce can help you optimize demand generation and your impact on revenue, get a free data assessment today.