Did you know that marketers have consistently ranked email as the single most effective tactic for awareness, acquisition, conversion, and retention (Source: Data Clover)? You see, one of the primary goals to inbound marketing is cultivating your leads towards becoming paying, loyal customers that raves about your brand. Implementing an effective lead nurturing strategy is the bridge that makes this a success.
In most cases only a relatively small percentage of your leads will be ready to make an immediate purchase, leaving a huge majority of inbound leads on the table. Lead nurturing tactics helps move your subscribers through the buyers’ journey. Its also a key player in upselling and cross-selling opportunities.
The goal is to provide simple yet successful tips to incorporating lead nurturing into your inbound marketing strategy that breeds list responsiveness and yields positive returns for your business.
Key Stats & Facts of Lead Nurturing
Prior to sharing how to use lead nurturing to enhance subscriber engagement, here are a few benefits and statistics that will encourage you to bolster your email strategy in your inbound marketing plan:
- Nurtured leads make 47% larger purchases than non-nurtured leads (Source: Emma)
- 59% of B2B marketers say email is the most effective channel for generating revenue (Source: Hubspot)
- Maintain consistent contact with your list, building the know, like and trust factor
- Increases open and click rates as you personalize content to specific needs
- Lead nurturing is an opportunity to show that you are an expert in your field
- When nurtured with content, email subscribers are 3 times more likely to share your content via social media than visitors from other sources (Source: QuickSprout)
- Email marketing works 40 times better at getting customers than Facebook and Twitter, and compared to social media (Source: McKinsey)
- Learn more about your leads with email nurturing, discovering what content interests them the most and focusing more on that moving forward to remain effective in your communication
The following shows three simple techniques to apply for fostering lead relationships and increasing engagement:
#1 Personalize your email content
Personalized emails produces better results than generic email blasts. When your message resonates with that specific subscriber, you are more likely to engage them and generate your desired result (whether you want them to click on a link or share your content).
A strategic way to personalizing your email messages is by segmenting your list. This is a powerful method to connecting deeply with your list and creating content that speaks to their needs. In fact, 77% of ROI comes from segmented, targeted, and triggered campaigns (Source: EmailExpert).
You can segment your list by gender, age group, interests based on their engagement with certain topics, location, past purchases, buyer frequency and where they are in the buyer’s journey. Align it with your buyer personas and business goals.
#2 Follow up…regularly!
A study revealed that prospects receive an average of 10 touches from the time they enter the top of the funnel until they’re a closed-won customer! Therefore multiple touches is crucial in your email campaign to produce results in sales conversion and return customers.
In addition to email tactics, consider how you can use a mix of content types like social media, whitepapers, infographics and videos to nurture your prospects into customers.
By the way, we offer top email marketing campaigns that bolsters your lead nurturing tactics to creating loyal customers. Reach out to us here for the information.
#3 Engaging content always wins!
Publishing content that is relevant to your audience is a foundation element to your inbound marketing strategy. The beauty about maintaining a regular blogging schedule is this content can be shared with your list who is already interested in your brand. As mentioned, email subscribers are more apt to share your content with their networks than other followers of your brand. They want to hear from you…give them what they want by sharing your new blog content as soon as it’s published!
Sharing targeted content is extremely effective in boosting engagement. Your subscriber will feel that you’re talking directly to them and will respond appropriately. The key to targeted content is having a clear understanding of the buyer personas within your list to be effective in your content creation.
Finally, enriching your email content with multimedia can enhance responsiveness. Adding video to an email can increase click rates by 300% (Source: Emma). Most users prefer their email content to contain mostly images over text.
Lead nurturing is a critical element to your inbound marketing strategy. By implementing these valuable tactics, you will experience a boost in engagement which will bring more exposure to your brand, increase revenue and build a base of loyal customers who will brag about your brand. Much success!
The post 3 Successful Ways to Boost List Engagement Using Lead Nurturing appeared first on Bash Foo.