Lead nurturing is no different than building long-term relationships. It’s simply a strategy marketers use to stay in front of prospects, providing relevant, worthwhile content to warm them up until they are ready for sales. According to MarketingSherpa, 79% of marketing leads never convert to sales. Lack of lead nurturing is the #1 cause for poor performance.
Content forms the foundation of your lead nurture programs. Think of it like this – if lead nurturing is the engine, content is the fuel that keeps it running. So before you launch a new nurture campaign, making sure you have the content in place to support it is crucial. Below is a list of suggestions for content worth including in your nurture campaigns:
- Analyst Report
- Blog Post
- Case Study
- Free Demo
- Free Trial
- Outside Trade Publications with information or best practices about your industry
- Thought Leadership Piece (usually published by your company expert in a third party publication)
- White Paper
No matter what pieces of content you decide to include, each touch needs to be personalized so that to your prospect, it feels as though this piece of content or this message was made specifically for them.
Build long-term relationships with these 6 nurture campaigns
So you have the content to share, but how do you decide the best way to nurture your database with it? To start, nurture campaigns can be delivered based on conditional logic as seen in this basic campaign below:
Marketing automation solutions use conditional logic to help you decide which type of nurture campaign is best for each prospect or customer. Here is a list of the 6 basic nurture campaigns and when to use them:
- Intro | Welcome –Your prospects may not know a ton about your brand or the solutions you offer. Without being too “salesy”, an intro nurture campaign can bring them up to speed. Intro campaigns typically provide some high-level information about who you are, along with a valuable piece of content. These campaigns are meant to start a lasting conversation with newly acquired leads.
- Remarket | Recycled –Do you have great content? Interesting videos? Hilarious social media accounts? No matter what the case is, potential customers show interest in your company for a number of reasons without actually pulling the trigger. Remarketing campaigns target people who have shown interest – through visiting your website, sending an email, visiting your social media pages, etc. – in a new and exciting way.
- Close | Lost –Sometimes your biggest competitor of all is simply the prospect not purchasing anything. Automated closed-lost nurture campaigns give you a chance to revive that opportunity. Like most nurture campaigns, closed-lost nurtures work best when you’re using a natively integrated CRM and marketing automation solution. For example, if you lose a deal to another competitor that sells 12 month contracts, you know exactly when the deal is going to be up for renewal and can use automated nurturing to start nurturing months before the renewal and revive the opportunity. Your sales team puts so much time and effort into opportunities, so don’t waste their time well spent.
- Stay in Touch –Your prospect may not be ready to buy right now but that doesn’t mean you should lose touch completely. A stay in touch campaign allows you to stay top-of-mind and build credibility for when they are ready to make a decision. It’s important to remember not to establish yourself as a sales machine during these campaigns. Instead, you want to help educate your leads and position yourself and your company as a thought leader in the industry.
- Accelerator –When things you thought were moving quickly start slowing down, should you throw in the towel? Of course not … try an Accelerator campaign. Accelerator campaigns provide relevant information at the right time in an order to put the process into overdrive and nudge leads along faster. These campaigns are triggered specifically on prospect activity – visiting a certain page on your website or searching other relevant terms on your website, reading a specific email or any social activity that may occur between the prospect and your business.
- Customer Lifecycle –So your lead has turned into a customer, but now what? Now is not the time to let them set sail with your solution and shut the conversation off. Customer lifecycle campaigns help customers with onboarding, keeps them educated on industry trends and best practices, and gives them the opportunity to take advantage of other offerings and contract renewals. Customer lifecycle campaigns can include things like newsletters, invites to free customer or best practice webinars, special offers specifically for current customers, etc.
The truth is, nurture campaigns – no matter how basic or what the subject is – take time and effort to create in your marketing automation solution. However, the benefits to your sales pipeline far outweigh the work to get them up and running. By allowing prospects to customize their path through the buyer journey, nurtures enhance your sales processes and reduce the chance of leads disappearing along the way.