Lead nurturing is the process of getting leads warmed up and preparing their minds to make a purchase. In this article, you will find 4 effective lead nurturing tips through which the process of lead nurturing can be optimized.
If you’re short of ideas about lead optimization, ensure that you read the details of this post. When you finish reading, you will learn how to deal with leads from the very first stage of creating a buyer persona (including how to find emails of leads) till the end of high conversions.
Creating a map of buyer personas
Businesses usually have a few buyer personas. A buyer persona can be created for both potential or existing customers. These images help businesses reach people in a highly-targeted way. Divide all the leads into groups according to the company size, price range, product type and others.
Any process is to be effective and lead nurturing isn’t an exception. So it is important that a map of buyer personas is created. Every persona indicates the needs of both potential and existing customers. There should also be a nurturing plan contained in your map. This could include a series of emails they usually receive, the means through which they will be contacted, the content they’re searching for and more. Your plan should be detailed since it is going to enable you to optimize such a process in the future.
Tip: The reason for creating a map is to ensure that every group of buyers is nurtured in a different way, so you realize a personalized approach. As soon as you’ve gotten the map created, it is high time you find emails of leads. This makes it much easier than having to search for emails manually.
Predict the leads’ questions
This issue implies answering questions that your clients may be thinking about. The needs of each buyer persona map are different. The same can be said of the growth limit as well as the problem to be solved. A business that is smaller may not be able to spot the problem an enterprize faces and it is your duty to bring it to its notice. Inform that they have to be prepared for such a challenge that will be experienced later on.
Just as seen above, through each buyer persona, you will discover that leads always have different questions to be answered. If you can recognize this early enough, your lead nurturing process will be effective.
Nurturing messages and emails should be able to answer clients’ questions. If you don’t know their problems, where can you start from with regards to solutions? Also, if the problem is being solved, is there any need to learn more about the basics? Your messages should align with questions and needs of clients. This helps to ensure that you are communicating with them effectively.
Tip: Regardless of where you have found leads and their email addresses, you need to always use an email checker to verify them. With such a tool, you will always be sure the emails you send will get into the inboxes of real leads not the invalid ones. And what does it mean? First of all, the delivery will go up. At the same time, the bounce rate won’t be high and your sender’s reputation will always be under protection.
Focusing on progression
This tip is an extension of the one above since questions on the mind of customers will change as they are advancing in their journeys to buy. It is important that you know the current position of your leads. There are 3 categories of the buying journey. These are awareness, consideration, and decision-making steps.
This step defines the information suppliance. Provide the leads with information that you are aware of their problem, let them know that you can solve problems and why these problems are to be solved, tell them about the required tools.
At this stage, the leads already have information on their problems solutions and they are searching for the best ways.
The leads are already at the let’s call it the hesitation stage. They start searching for different tools to help them and look for alternatives. But still they need to consider some factors before making a decision about whether to buy from you or not.
Tip: Lead nurturing can take plenty of time when done manually. This is why you need to automate the process through using a tool such as email drip campaigns. Just as shown above, the stages tend to complement one another. If you’ve created 3 buyer personas, it means you will have about 9 lead nurturing campaigns. Every campaign will be using different messages and it’s far easier when an automated campaign is launched.
Walking along the same path with leads
Businesses are guilty of setting outbound marketing campaigns for lead nurturing like email chains. This isn’t an effective approach as the right thing to do is walking the path occasionally with leads. It is important that you know how each of them is faring in their journey to buy.
Follow up calls and personal discussions will help. This can enable you to know whether your lead nurturing processes are effective or not. If they are, your leads will definitely get to the end of the buying journey and make that purchase.
Although the process of lead nurturing is one that is detailed, these tips can help you avoid those common mistakes that companies and businesses make. Ensure that a map for buyer personas has been created and the lead nurturing chain for every persona should be planned separately. Messages that you are sending out should be addressing those issues that are bothering prospective customers and clients. Pay attention to how they progress from the awareness to decision-making stage. Don’t set and then forget to track how leads are progressing in every stage.