Inbound Marketing Blog

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How to Effectively Convert Leads Through Lead Nurturing

By Nick Raineri

Introduction:

So now you have improved your lead generating efforts but you’re struggling to convert them into customers.

This is a common problem that many businesses find themselves dealing with from time to time.

If you find yourself struggling to close leads it could be reason to readjust your current lead nurturing strategy or implement one if you haven’t already.

Read on to find out how to effectively convert leads through lead nurturing:

Why Lead Nurturing is Important

This tactic of helping navigate leads through the buyer’s journey has proven to be effective and the statistics speak for themselves.

Companies who have implemented effective lead nurturing strategies have generated 50% more sales-ready leads for a third of the cost.

Not only are nurtured leads more likely to convert, but they also make 47% larger purchases than non-nurtured leads.

Buyer Personas:

One of the very first steps of any lead nurturing strategy should be identifying your buyer personas.

By doing so you will have a better understanding of who it is you’re targeting and how to approach them.

Take time creating your buyer personas to ensure they’re as useful as can be. This will keep your lead nurturing efforts focused and allow you to remain consistent.

Lead Scoring:

 Lead Scoring Chart

Along with creating your buyer personas you can help align your efforts through lead scoring. This will essentially set a score to each of your leads.

This score is based on how difficult it would be to acquire the prospect as well as their perceived value to the company.

Scoring your leads will be how you determine the priority of which leads to engage. The higher the score the higher the priority and so on and so forth.

Reach Out and Be Helpful:

Show your prospects you care about their success by having their best interests in mind and by avoiding being too "salesy".

Trying to sell them before they’re ready could result in them looking elsewhere and not progressing along the buyer’s journey.

Instead reach out to your prospects with the intentions of being helpful. Think about what might interest them or provide suggestions on how to solve a problem they’re having.

For example, if you notice a lead has recently downloaded one of your content offers, such as an eBook, don’t be afraid to ask what they’re needing help with or if there’s any questions they may have.

This will leave a much better impression and increase the likelihood that they will move further along the buyer’s journey.

Create Relevant Content:

When creating content, whether it be a blog post or a webinar, make sure it’s relevant to your audience and buyer personas.

If you create a lot of good quality content but it doesn’t resonate with who you’re targeting, then you won’t see the results you would like.

Ask yourself what questions they may have or what your personas may be looking to improve. Ask yourself, “Why would someone visit this page? What would they get out of it?”

This will help give purpose to the content you’re producing as well as give prospects a structured path in which to navigate through your website.

Email Automation:

Email Automation

Automated emails are great for nurturing leads and providing relevant content. You can have these send as the result of trigger events.

These trigger events could be anything from signing up for an eBook on your website to attending a live a webinar. Whatever the case may be, make sure the email is relevant to the person receiving it.

Emails that are relevant to the recipient tend to drive 18 times more revenue than those that are broadcasted to a large list of people.

The goal of these emails should be to be helpful and have clear value to the person you are sending it to.

Send your leads content and offers that would make them likely to return to and reengage with your website.  

Closing:

Having an effective lead nurturing strategy is essential to converting leads into customers with consistency.

Remember to remain helpful, align your efforts to your buyer personas, and create relevant content and you will be well on your way seeing the success lead nurturing can bring.

Looking for more lead generation tips? Click the link below to download our free ebook filled with 30 of the greatest lead generation tips today!

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I hope you found this information beneficial and feel free to comment down below any thoughts or questions you may have.

Topics: Converting Leads, Lead Nurturing

Nick Raineri

Nick began working with ZioSolutions in August 2016. Since then he has hit the ground running helping with the Inbound Marketing and Content Marketing strategies for ZioSolutions and our clients. Outside of ZioSolutions Nick enjoys staying up-to-date with the NBA and being an all around sports fanatic.