Even if your company is good at generating leads, the majority of these visitors (around 96 percent) are not ready to make a purchase the first time they visit your eCommerce store. So how can we convert the 96 percent into customers? The answer is lead nurturing.
What is Lead Nurturing?
So many marketers are focused on generating new leads, they miss out on a huge opportunity to nurture these leads into paying customers. In essence, lead nurturing is a process that tracks and develops qualified leads. You are actively building and fostering these relationships so that your company is first in the customer’s mind when they are ready to make a purchase. You do this by keeping them engaged with relevant and personalized content.
A well-planned lead nurturing program can help increase revenue and and ROI. Studies suggest businesses that nurture their leads can generate 50 percent more sale-ready leads for 33 percent of the cost of businesses that don’t. The key is to be persistent even after the first or second try and gather information on the customers who fail to make a purchase so you can improve your future campaigns.
Below are some ways you can implement lead nurturing into your marketing strategy.
Personalize Your Emails
More than 200 millions emails are sent out every minute. That means the majority of your customers likely have an inbox full of promotional emails and spam. Still, it remains one of the most effective marketing tools in your arsenal as many adults prefer receiving communication via email over social media. The challenge here is to grab people’s attention so your emails don’t end up in the trash unread. So how do you do that?
In order to capture people’s attention not only do you need to have a catchy subject line, the content of your email also needs to match where your customer is on your journey. Those in the consideration stage might want to know how your company differs from competitors while those in the awareness section might just want to know more about your company and products. You need to segment your leads to where they are in their journey and then send the appropriate message. Of course all of your campaigns should motivate the customer to take an action. Your call-to-action should seem like a natural step in their journey.
The best part is that many email marketing platform give you the flexibility to set up your own segments and customize each of your emails before sending them out.
Social selling has been around decades before social media made its appearance in the form of trade shows, networking dinners and promotional events. Today, you also have the ability to leverage social media as a way to reach out to your consumers directly. There are even social media listening tools where you can learn more about your consumers like who influences them, who they follow and what topics interest them.
Once you’ve armed yourself with this information you can then craft your social media messaging to address these topics and spark conversations. Of course, you also need to ensure you follow the etiquette rules of each platform. That means you and your team will need to familiarize yourself with each outlet and tailor your message, posting frequency and topics for each site.
The most important thing to do on these social media sites though is to be, well, social. Respond to as many comments and questions as possible and keep an open dialogue. Always thank people for their comment and feedback.
Use Live Chat
Back before the Internet, the only way people could actually have real-time communication was either face-to-face or over the phone. Times have changed and now there’s the option to live chat directly over the Internet. Not only is it cheap, but proactive chats can increase ROI by 105 percent!
So why does it work so well? Live chat allows you to learn more about your customers’ goals and which products they prefer. It gives you direct insight into how your customers work and could even help you change your overall user experience if certain questions keep popping up.
The key here is to ask questions and really listen to your customer’s motivation so you can provide the best possible customer service.
Visual content is on the rise and video is becoming one of the most popular ways for consumers to engage with companies. But not all videos are created equal and with so many new ones popping up daily, you need to ensure your videos captivate your audience while still marketing your brand and products.
One of the best ways to do this is with short, but informative videos. The trick to creating great video is to keep the tone conversational. Inject some humor if it makes sense. You want to provide a more intimate perspective of your company and product.
Even better, you can use video content almost anywhere from blog posts to social media. You can easily customize certain aspects of the video to fit the format you like. For example, a gif of your product in action might be appropriate for Twitter while a full video might be better for LinkedIn or Facebook.
Show Customer Appreciation
The best way to your customer’s heart is to show your appreciation to them in unexpected ways. Sure, you can hold a customer appreciation day and provide discounts, but for even better results you want to get even more personal. Offer a gift to an individual or group of persons to show them that you care about them. Something as simple as a offering a free sample of a new product to potential customers can go a long way. While it might not show up immediately as ROI, the better you treat your customers, the more they will advocate for your company. And there’s no better marketing than word-of-mouth.
You might notice a trend in all of these sections and that is to treat your customers like real people and provide actual value to them. That, in a nutshell, is exactly what lead nurturing is about. You want to create that human connection with your customers to build up their trust and loyalty. Once you do that, you’ll start seeing your conversions skyrocket.
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