No product sells by itself, unfortunately! We want our CRMs to be filled with leads to serving a steady flow of customers. But in the world of paid acquisition do you wonder if you need more tools to increase the number of customers?
These days it’s not enough to only rely on paid channels to increase your sales. The psychology of consumers is changing bringing in change to the customer life cycle. Consumers want to feel valued and hard sales techniques will simply scare them off.
This is why your soft sales techniques are important, which will enable you to gradually earn the trust of your customers.
Marketing Problems: Based on surveys 79% of leads never convert, i.e. they do not turn into customers.
But let’s look at this problem from a different angle.
- Let us assume that out of 100 percent although 79% do not end up buying our product
- But these 79% are still our consumers although not ready to buy at this moment.
Marketing is all about targeting the people with the right content at the right time. Agree?
What goal is to be achieved?
To convert this 79% into consumers. Gleanster reports that using lead nurturing showed that 15–20% of the “not yet ready to purchase” opportunities converted into sales.
What is Lead Nurturing?
Lead nurturing campaigns help marketers build relationships with prospects, from their first interaction to the time they’ve become qualified. Lead nurturing campaigns are meant to communicate with each prospect and customer on an individual level. By sending content that directly answers your audiences’ questions and relates to their needs, you can help solve their problems and lay the groundwork to offer solutions that result in sales and long-term customer relationships. Nurturing is rarely about immediate sales. Instead, it’s about inspiring real engagement and keeping your brand at the forefront of your audiences’ minds throughout successfully recurring customer lifecycles.
Best Practises of Lead Nurturing:
- Segment all your content: Make a repository of all the content. Segment it into categories like Knowledge Hub, Tech dives, Legal, Enterprise, Basic, etc (this depends entirely on your business model)
- Segment your Contact: Avoid sending email blasts to all your contact.
- Share as much educational content
- Don’t email leads every day
- Map out your nurture tracks on paper or use moqups.com
- Experiment: Optimise performance with the help of Reporting
How does one nurture leads?
Here are a few steps I have taken to create nurture tracks that are effective!
I have used HubSpot for automation.
- Step one: Keep all your content ready.
- Upload all your emails on HubSpot and name them order wise.
- This is the email section of HubSpot. The aim is to create all the emailers and keep them ready to feed it in your workflow. Make sure you don’t send it to anyone but keep it saved into marketing automation workflow. Name the files so that you can easily track them.
Example of the First Email:
This is pretty much a screenshot of how the email templates on Hubspot look like.
Create engaging educational content.
Quick tip: Your lead nurturing email campaigns should be personal. Tailoring each email to the interests and behavior or even name and demographics of your leads and prospects, makes it resonate that much more.
Now let us jump to the Workflow creation part
Go to HubSpot Automation
Click -> create Workflow
Here you would want to name your Workflow and select the option Set a lifecycle stage to MQL
Set a goal (option is available on the left-hand corner of the dash). It is important to set a goal at this stage.
Goal example: You want to lead to ask for a demo
Click on form submission — click on the form applicable. It will look somewhat like this dash.
Save and continue
Next step is to set up an Enrolment trigger
These are the options that can be availed on HubSpot. Choose the same option from goal selection.
At this point, select list membership and the same form opted for goal
Click on the ‘+’ sign and add delay trigger
At this point, you would want to add your first email
You can either select from the emails on the draft or create a new one. To proceed with this step, don’t forget to turn on the workflow email automation option.
Keep on adding your steps by clicking the ‘+’ option
Here are few nurture track workflows.
Email Repository Segmentation
Email 1: Knowledge-based
Email 2: Tech Deep Dive
Email 3: Schedule a Call
Email 4: Case Study
Email 5: Free Trial
Email 6: Feedback
Contacts can always be enrolled manually.
1. Trigger workflow when: Test criteria
2. Enrolment Trigger: <Entered any form>
3. Delay the next action in 1 day
4. Email 1: Knowledge-based
5. Delay 2 days
6. Email 2: Tech Deep Dive
7. Delay 3 days
8. Email 3: Schedule a call
If yes part of Marketing generated leads
9. Delay 3 days
10. send user email 5- close path
11. If no Email 4: Case Study
12. Delay 4 days
13. Email 5 Free Trial
14. Delay 1 day
15 Email 6: Feedback — Close path