Marketing strategies continue to evolve. Omni-channel and multi-channel marketing strategies are a must with today’s savvy buyers. People want you to make it easy for them to say “yes,” and cookie cutter methods will no longer bring you the results you need to sustain and scale your business.
It’s important for you to customize the buyer’s journey according to where each of your leads are in your funnel. You need to reach them right where they’re at in order to intelligently speak to their needs.
The easier you make it for them to say “yes” to working with you, the more leads you will convert. Most of the people I’ve worked with over the past 10+ years have used organic lead generating tactics and they have needed to spend a lot of time understanding who their ideal client is and what makes them tick.
Having a compelling nurturing campaign can help you serve your potential clients at a higher level by speaking their language and addressing their unique pain points.
If you don’t yet have a nurturing strategy, these simple steps can get you started:
- Create a highly defined persona for your content. If you aren’t clear about who you’re talking to, your messaging will fall flat.
- Attract leads with value added content. Use emails, SEO, and social media to put our engaging and entertaining content that is relevant to your ideal customer.
- Follow up with people who engage in your content or visit your site looking for information. If they provided contact info, they are interested, reach out and make them feel appreciated and add them to your email list.
- Score your leads according to interest level. This method can be simple but it’s a valuable tool for sorting the leads in your funnel and managing your nurturing content based on interest categories.
- Create targeted content for each category you set up. Each group will have a specific set of triggers needed to get them to the finish line. The more personalized your messaging the higher your success rate in converting
- Collect more data by asking for it. Many entrepreneurs forget to ask. Provide a value packed FREEBIE in exchange for information shared on a survey form. This data will help you gain more insights into buying decisions and triggers.
- Use multiple channels to engage with your potential customers. They say it takes 10 marketing touches for a lead to become a paying customer. Use email, social media, paid retargeting, website content and social selling to build relationships and add value.
If you’re not scoring your leads and using a CRM to track your conversations and engagement, I encourage you to start. Having a detailed account of your interactions will help your marketing and sales team tailor their conversations to increase conversion rates.
An easy way to set up a scoring system might include:
- Deciding what parameters are important to work with you
- Using demographics to create categories
- Create a point system
- Set up a form to keep and monitor the data
You want to group potential buyers together based on common characteristics like business size, annual revenue, or industry. Based on this information you can customize your messaging to meet their particular needs.
Really think through your persona’s data points. What “must” a potential leads have in order to work with you, not just what you would “like” for them to have. The more discerning you are at this stage the better your conversion rates will be. The closer the lead is to meeting the criteria, the higher the score.
For example: A “must” for me might include:
- A coach, consultant or service provider
- Specifically executive, leadership, mindset, personal development, performance, and sales coaches
- Use paid ads as part of their marketing strategy
- Has a budget for consistent ad spend
- Has their message and offer nailed down
A “would like” like might include:
- Uses the Live Launch Method
- Has sold their high ticket offer
- Has data on their ideal client
- Wants to fast track their growth
Note that the would like list doesn’t exclude me from working with them, but the people who meet the must criteria will definitely hold a higher priority on my list to nurture because they fully meet my criteria.
Take a close look at buying behaviors. People with a higher propensity to buy should be a priority in your funnel. People who are willing to fill out a survey have a higher interest level than someone who just clicked a link to get a freebie.
Once you have this process in place, you can take a look at your messaging and put together a nurturing plan to keep your leads moving through your funnel. If you’re looking for a good lead nurturing email sequence, consider the following flow:
Email 1: Send a thank you email.
Email 2: Send more value that matches with subscribers’ interest
Email 3: Introduce yourself, your business and the team.
Email 4: More value that can help your subscribers.
Email 5: Present your product and why it would be useful for your subscribers.
It’s important to have a waiting period between each email so you’re not spamming new leads. This is easy to set up in your email servicing company.
If you’re looking for an email sequence to follow up from a lead magnet optin, you might try this type of flow:
Email 1: Lead magnet email
Email 2: Tips about sales
Email 3: How to overcome sales obstacles
Email 4: About us
Email 5: Sales partnership case study
Email 6: Book a sales consultation with our experts
Email 7: Re-engagement email (are you still interested?)
In order to convert, you must first be able to make your leads feel seen, heard, and understood. They need to understand how you can solve their most pressing problem by:
- Helping them learn enough about you
- Building trust and relationship
- Establishing yourself as an expert
- Offering impeccable value
- Engaging them
Be sensitive to how often you email your leads. Depending on where they are in your funnel. If you bombard them with too many emails, they me opt-out and you’ll lose a potential client. Take note of your email stats and see how many emails are being read, that your click through rate is, and of course your opt outs.
Opt outs aren’t necessarily a bad thing. They are simply a way of non-ideal clients self-selecting. The cleaner your email list, the better your stats will be. Remember, you’re not going to be a perfect fit for everyone, so don’t take opt-outs personally.
I think you would agree, lead generation is one of the most time intensive parts of building an online business. So, it’s important to take the time you need to nurture and develop those relationships so you’re getting a good ROI on your investment.