It is crucial to understand how to convert leads into sales. As an inbound marketing tactic, lead nurturing is all about understanding the nuances of your leads’ timing and needs. By getting these details right, you set yourself up for success.
Lead nurturing enables you to build thought leadership. People engage with businesses they know and trust. The first time someone converts on your website, the likelihood that they really know who you are or understand why they should do business with you is pretty slim. Lead nurturing is an opportunity to show that you are an expert in your field.
You probably already have some ideas about lead nurturing campaigns that you can launch to shorten the sales cycle of your leads and boost conversions. So how do you get started?
Setting up a lead nurturing campaign is not a science. However, there are certain steps you need to follow in order to ensure the efficiency of your emails. For instance, you shouldn’t be pummeling recipients with sales pitches. Instead, you should start out by sending useful, low-commitment information with content-based calls-to-action. Gradually, you will introduce a middle-of-the-funnel call-to-action that is tightly related to your initial point of contact.
Steps to setting up a lead nurturing campaign:
- Determine your goal
- Select a persona
- Re-purpose existing content
- Set up a timeline
- Measure and improve