You’re creating valuable content and positioning your website so your potential customers can find you. If you’ve read my latest post about lead generation you already know the value of building your own email list.
According to Hubspot, only 2% of your first-time site visitors are ready to buy. This is why converting your traffic into email subscribers is so important. But lead generation is just the beginning. Leverage email to stay connected to the leads you collect, nurture and build up trust until they are ready to buy from you.
Why does lead nurturing work?
MarketingSherpa found out that 79% of marketing leads never convert to sales. At the same time, Hubspot says: leads nurtured with targeted content produce an increase in sales opportunities of more than 20%.
Not everyone who joins your email list will become a customer. However smart email use at every stage of sales funnel will let you win a sizeable part of those who subscribed.
Lead nurturing emails help you build a habit among your subscribers where they say yes to you. At the very beginning you give them something valuable on the moment of sign-up. This is the first time they say yes. Later on in each and every single lead nurturing email you are aiming to do exactly the same. This way you “train” your subscribers to engage and take action. So many micro-yeses will give you an ultimate yes – then your lead becomes a customer.
How to start with lead nurturing?
In lead nurturing your goal is to move your leads down the sales funnel by engaging them with relevant information. To achieve engagement you will need to:
- provide your leads with relevant content
- feed leads with content in a timely manner
- know what stage your lead is at in the buyer’s journey (this article about lead scoring can help you a lot with this)
- prepare a lot of quality content in different formats
Constantly delivering relevant and helpful content of sufficient value is crucial for your lead nurturing. Remember that not all of your leads are at the same stage of their buyer’s journey at the moment of sign-up. The buyer’s journey is an important framework for your lead nurturing strategy. And requires you to prepare different flows of your emails to be able to pull your leads through the sales funnel.
The buyer’s journey has 3 important stages:
The majority of your website visitors are in this stage. They might be visiting your blog simply to obtain information, find inspiration and possibly discover that they have a pain-point your company can help them solve.
Content that works in awareness stage: educational, inspirational, insights and answers
These are your website visitors who have shown an interest in the solution you provide. How can you discover them? They most probably are reading more advanced content guides, visiting your “About Us” page or looking at other expertise content. These leads know their pain-points and are already evaluating your business to find the best-fitting solution.
Content that works in the consideration stage: industry reports, case-studies, product video
Your lead narrows down their options further based on budget and benefits in order to make a final purchase decision. They visit pricing pages, case studies, and “Contact Us” pages.
Welcome your new leads
When a new lead joins your list time is precious. 35-50% of sales go to the vendor that responds first. Establish contact quickly with your new leads and send them a welcome email after they sign-up. Subscribers who receive welcome emails show 33% more engagement with the brand and this is the opportunity, you simply cannot miss.
In the light of the “Tell me & I’ll forget, remind me & I’ll remember, welcome me & I’ll stay” rule use a welcome email to make a good first impression and show subscribers that you appreciate their interest.
How to create compelling lead nurturing emails
Name of the Sender and reply-to email address
- Insert the name and face you want your leads associating with your sales team.
- The same applies to reply-to email.
- The subject line will influence whether the message will be opened or not. According to Return Path, emails with clickbait keywords perform poorer than informative subject lines. Customers seek information and your job is to tell them what is inside your message, not “sell” what’s inside.
- Do not exceed 100 characters
- Be consistent. Your subject line has to serve as an introduction to your message body.
- In email less is more. Good email should be focused around one topic.
- Plain text emails look more genuine and these are mostly used in lead nurturing to convey conversational style.
- Focus on subscriber needs/benefits/paint points. And try to encourage your leads to reply to your email
- Place the most important information at the top of your message
- Do not forget to insert UTM tracking codes so that you can measure click-through and overall effectiveness later on.
- Deliver a clear signal and leave the recipient with an obvious task to perform.