Marketing Automation Is Essential for Effective Lead Nurturing
– Lead nurturing is an important aspect of an overall Inbound Marketing strategy. Prospects that respond to your website, blog posts or social media may not be ready for direct contact with a salesperson. They might be just gathering information, doing research or making future plans. Having an effective lead nurturing program allows you to continuously interact with these Prospects without pressuring them to make a purchase.
It is also easy to automate this aspect of marketing, especially with top-notch marketing automation software like HubSpot. Here are five easy ways to nurture Leads.
What Is Lead Nurturing?
The purpose of lead nurturing is to establish a relationship with your Prospects who are not yet ready to buy your product. Your goal is to position yourself as a trusted expert in the field by providing educational material and forming the thinking of your Prospects. Lead nurturing is accomplished by consistent communication with Prospects via email and social media. Marketing automation software, like HubSpot, can help you to manage the process of content creation and communication that is required for an effective lead nurturing program.
Offer Something of Value
To establish a relationship of trust with your Prospects, you should clearly demonstrate the value that you can add to their business. By offering something that is useful to your Prospects and pointing them in the direction of a Solution, you demonstrate that your business can solve their problems. Marketing automation provides a great way to design and organize the valuable content that you create and distribute.
Keep It Interesting
Even with a stream of consistent content, it is easy to lose the interest of your Prospects. Your content needs to really shine. Keep it interesting with exciting graphics, videos and engaging stories. You need to create a memorable brand that makes your Leads look forward to receiving your correspondence. It is too easy for Prospects to ignore your communications. You need to make sure that they remain interested. Marketing automation software helps you to identify the content that your Prospects find most interesting.
Educate Your Prospects
With lead nurturing, you have a unique opportunity to form your Prospect’s thinking. Your consistent communications establish a reasonable argument for the Solutions you offer. Instead of involving your Prospects in high-pressure sales situations, they can come to their own conclusions. By the time they are ready to buy, they are actively seeking the Solutions that you provide.
Keep the Sales Team in the Loop
In lead nurturing, contact with the sales team is discouraged. But the sales team can be a great resource for content because they know what problems your Prospects are experiencing. You can also provide content that the sales team can use to close deals. Effective marketing automation helps the marketing and sales team to cooperate in the lead nurturing process.
Track and Evaluate Behavior
One of the most important features of marketing automation software is the ability to track and evaluate the behavior of your Prospects. Some Prospects might initially sign up and download something, but then become fairly passive. Good marketing automation will continue to track their behavior and let you know when they are more actively looking at your marketing material. When this happens, you can determine whether they are closer to making a purchase and ready to enter the sales funnel.
Lead nurturing is about building a consistent relationship with your Prospects. Marketing automation software, like Hubspot, is essential for effective lead nurturing.
Request a free Hubspot demo, and let us show you how to improve your lead nurturing:
Marketing Matters Inbound is an inbound marketing firm specializing in online conversions, content strategy, call-to-action mapping and traditional media placement. Our experience in B2B digital marketing and traditional media allows us to deliver results through a strategic media mix. We believe in aligning and merging marketing and sales/operations for optimal return on your marketing investment.