Want to help your sales department? Invest in lead nutrition – WAU
Lead nutrition is a process based on the production of content and materials capable of exchanging information between your business and your potential customer, in order to guide you through the sales funnel.
Imagine yourself in the following situation: you create a blog for your business and start a marketing campaign.
The organic visitation of your address is growing exponentially, but, regardless, the number of sales, or the profit of your company, does not seem to grow.
In a few months you reach an average of 10,000 monthly visits, but the profit remains stagnant.
Incredible as it may seem, this is the reality of most companies that do not bother to properly manage the flow of visitors, turning them into potential customers.
If you don’t know how to convert your leads, you will waste the full potential of your marketing strategy!
This situation is so serious that 74% of the largest companies in the world ended up adopting the alternative of marketing automation and, consequently, lead nutrition, for their businesses.
Thus, they are able to offer a personalized consumption experience for the behavior of each consumer, in addition to making good use of the visits to their website.
Not only that, the well-executed lead nutrition ensures an improvement in communication with your audience, in addition to opening space for the construction of the image and reputation of your enterprise.
Want to learn more about the lead nurturing process and how to generate more profit for your business? So keep reading until the end!
In this article you will see:
- What is lead nutrition?
- Why is lead nutrition important to your company?
- How to make good lead nutrition?
- First of all: planning
- Building the lead base
- Capturing your lead data
- Lead segmentation
- Preparing content of relevance to nutrition
- Defining the timeline
- Measuring results
- What tools and strategies to use for lead nutrition?
- Top 5 Mistakes in Lead Nutrition
What is lead nutrition?
You already know what a lead is, don’t you? These potential consumers are part of the engine of any marketing strategy aimed at increasing sales, and demand special care in the established nutrition process.
This means that your company needs to have communication channels open to visitors, without limiting itself to email marketing, facilitating the exchange of information and gaining space for building a relationship with each visitor who is interested in your business.
Lead nutrition greatly increases the purchase propensity of each potential customer, and aims to provide quality content that is able to educate and nurture the relationship established.
Thus, we are much more confident about the interest of each contact in finalizing a purchase, reducing the rework for the sales team and eliminating those who are not really inclined to purchase the product or service.
But, before starting to develop a nutrition flow strategy, it is essential that these three points are well fixed in your mind:
- Each flow of nutrition has its own time. One of the keys to this process is personalization, and it would be no different with regard to the time taken for each stage. Avoid reusing the same flow for different segments or businesses, the chance of success is very low.
- Know your leads. Haven’t we already said that one of the secrets of conversion lies precisely in the relationship established with your potential consumers? So make sure you understand the demands of your leads and use them as a tool to optimize your nutrition campaigns.
- Nutrition needs to be automated. Take advantage of the technological potential of marketing automation and reduce the work of your marketing team. In addition to saving time, you also eliminate rework in the event of human error.
Unlike drop-by-drop marketing, lead nutrition takes into account consumer behavior when it comes to personalizing the content offered and targeting your interests, that’s why it works as a much more sophisticated and accurate option for your business.
Why is lead nutrition important to your company?
The lead nurturing process may take some time in the beginning, but the results brought in justify any investment made in your favor.
In summary, a good lead nurturing process helps not only your sales team to close better deals, but also:
- Increases the propensity to purchase your leads;
- Helps in building direct relationships with future consumers;
- Contributes to the strengthening of your brand and the vision of leadership in the market;
- Reduces your leads’ purchase cycle;
- Provides a better shopping experience for the consumer;
- Saves the efforts of the marketing and sales team;
- And, of course, it brings financial return to your company.
As if it were not enough, the lead nurturing process can be adopted by companies in all segments, and chances are that you are, right now, participating in some nutrition flow via email marketing.
Want to know more? Here are 5 data that support the advantages of marketing automation and lead nutrition:
- Companies that use marketing automation, with lead feed flow, see a 53% increase in conversion rates and 3.1% growth in income compared to companies that discard this alternative. Via Aberdeen Group
- Marketing automation brings an average of 14.5% increase the productivity of your sales team, and a 12.2% reduction in costs with marketing. Via Nucleus Research
- Leads that go through nutrition have a buying cycle 23% lower when compared to the others. Via Market2Lead
- Emails originating from nutrition cycles must 4 to 10 times more responses compared to traditional e-maisl. Via DemandGen Report
- 96% of marketers in the B2B industry believe that segmentation is one of the most important alternatives in the search for increased conversion rates. Via Econsultancy
How to make good lead nutrition?
Now that you’ve mastered the main benefits of adopting a lead nutrition flow, let’s learn how to run a good campaign and ensure as many conversions as possible.
First of all: planning
The first step towards the success of your nutrition flow is in defining your goals. What do you want to achieve with the adoption of this alternative?
Set realistic goals, without forgetting the estimated deadline and the data you already have about your business. How many conversions do you want to have in a month? And annually, how many do you believe it is possible to conquer?
Also remember that it is critical that you establish what defines a lead as prepared for conversion. What does she need to master, what concepts does she need to understand, when will she really be ready to be serviced by the sales team?
The definition of the persona, his pains and how his company can help him also enters this stage of the process and can be decisive for the result.
With that in hand it is much easier to trace your plans and understand the route to be completed by segment of your lead base.
Don’t have a lead base yet? So enjoy that our next topic is exactly about this.
Building the lead base
To build your lead base – or optimization, if you already have one – we will follow two steps: first, data capture, and second, lead segmentation.
Capturing your lead data
Working with very detailed leads is much easier (and accurate) for your business, especially if we think about the moment of developing your strategy.
The most used way, today, is through the manual filling of online forms to download rich material.
Well-constructed landing pages are highly efficient in this data capture, and can be your flagship in building the lead base.
But you don’t have to limit yourself to that alternative.
In addition to Landing Pages, you can also take advantage of data obtained from the registration area on your website, through the analysis of social network users and even at online and offline events. What matters is to understand where your persona is and then invest in obtaining your information.
And attention: forms that are too long, or with very specific data requests, can lead the lead away, and that is a loss for your business.
Think about what can be really useful for your sales team and, at the same time, be of value for the segmentation of your emails. Consider fields that ask for the visitor’s first and last name, age and area of activity, for example.
After it is already within your nutrition flow, it is possible to present other more complex forms, such as those that ask for the area of activity, salary range and, who knows, even the name of the company in which the person works.
It is important that the information requested is constantly reassessed, excluding those that have no real impact on the sales process and strategic definition in the business.
The segmentation of the leads acquired depends on the choice of the ideal criterion for this process. You can choose to segment according to the position in the sales funnel, with the lead entry, by age, profession, sex or market performance.
Everything will depend on how your strategy is organized and how it can impact the offer of products and services, without forgetting the prediction of consumer behavior.
So rely on data and customize your strategy. Two segmentation areas cannot share the same flow definition.
Preparing content of relevance to nutrition
With a built and well-targeted lead base, it’s time to move on to the content to be delivered.
You already have an idea of your audience’s main interests, but you still need to ensure that what you deliver has real value to the reader.
Therefore, consider these 4 points in the construction of this specialized content:
- Reliable transmission: Your leads will only convert to your business if they trust what is delivered to them. Create expectations in your readers, but always remember to exceed them (or, at least, meet them), otherwise your consumers will soon understand that your company is not in the habit of complying with agreed.
- Proof of relevance: Knowing the importance of segmentation, it is easier to understand the need for relevant content in the lead conversion process. Being relevant means that you are able to serve the right person, with the right content, at the exact moment they need it.
- Multiplicity of channels: Yes that’s right. Don’t limit yourself to email marketing solutions and dare to explore out of the box. Look for where your persona is at that moment and build something that is able to dialogue with your needs. Take advantage of the potential of social networks and even your blog to open this way of communication.
- Strategic and impact actions: Have well-defined goals and don’t forget to establish indicators that can be measured, especially those related to your campaign’s ROI. This data makes it much easier to understand what works and what doesn’t work in your strategy.
Defining the timeline
Defining the timeline for nurturing a lead depends on a number of factors, but above all, it takes balance and patience.
Thinking about the email marketing alternative, try to mirror your experience as a consumer in that first moment. Nobody likes to receive a ton of emails to the point of having to report their company for spam, but it is also not good to give such a large spacing and run the risk of your business being forgotten.
Start with simpler material, analyze the indicators of openness, clickthrough rate, interest of leads, and then invest in more complex content that takes the reader through the flow of nutrition towards the purchase.
Want some examples? Assuming you work in the marketing area, you can create a short flow as follows:
- Email 1: As soon as the person signs up for one of your forms, it is interesting that you send a welcome message, or at least, to present some benefit that he will have now that is in your nutrition flow.
- Email 2: Three days later, present some news from the market: show that your company, in addition to being attentive, has an interest in helping the reader to be informed. Seek to talk about trends, like the big data advantage in marketing, or even about changes in Google robots.
- Email 3: Four days later, send some rich material of relevance to that persona’s targeting. This is also a good opportunity to capture more accurate information from the lead.
- Email 4: Three days later, present a customer success story, with tips that can still help the lead, as well as videos and other media formats for you to try.
- Email 5: Two days later, send an email with a product or coupon from your company, including a CTA with a call to talk to a consultant and get to know your business better.
Don’t be afraid to experiment and find out how to talk to your audience. If you notice that the typical cycle of your business is 30 days, you can create a flow that will send emails once a week, for example.
And remember: although our focus here is nutrition through email, it is important that you seek to diversify your contact channels and provide content suitable for each platform.
Finally, measure all your results and take advantage of this data to find out how to improve. You need to have control over your strategy and be able to eliminate what is not working.
Even when your flows are ready and active, it is critical that you continue to look for ways to optimize the process. Change titles, change submitted content, try new formats and try different CTAs. There is always something you can improve on.
What tools and strategies to use for lead nutrition?
As we have already said, each nutrition flow process needs to be adapted to your business model and the possibilities that your products open up for interaction with the persona.
But there are a few tools and strategies you can use to boost your lead nutrition:
- Relationship rule: The relationship rule helps to measure and control the stage of the funnel in which each lead is. It is necessary here to define the order of the actions taken from the first contact until the last action that will lead to the conversion. With a well-structured relationship rule you can have an organized flow based on a lead’s individual purchase journey.
- Content Marketing: The generation of relevant content is at the heart of any nutrition flow campaign, so relying on the precepts of content marketing is a huge advantage for your business. Invest in varied content formats and remember to produce something that is interesting for your persona
- Marketing automation: Nowadays there is no way to talk about nutrition flow without immediately thinking about marketing automation alternatives. Automation is essential to obtain accurate results, as well as facilitating the process for your marketing team and, in the long run, saves effort and capital.
- Lead reheat: Within the flow of nutrition there are so-called cold leads; these are those contacts who do not interact with your campaigns, do not fill out new forms or seem out of step with the purchase journey. For these cases, it is very important that you try different approaches, without fear of daring.
- UGC: User Generated Content, or content generated by your users, is something that can integrate your nutrition flow, especially if your interest is in generating more engagement. Try creating surveys by email or via social networks and don’t forget to always publicize the results. You can also encourage the production of reviews and feedbacks online to ensure that more people find your business.
- Smarketing: That’s right, the union of sales and marketing efforts is essential for building effective nutrition flows, after all, the results will be felt by both teams. So share data and results and don’t forget that this integration is beneficial for the entire company.
Top 5 Mistakes in Lead Nutrition
Now that you have mastered the process of building a nutrition flow, how about remembering the top 5 mistakes you should NEVER make?
- Don’t turn your nutrition flow into spam: calculate very well when setting the pace of shipments and be careful not to clog your lead inbox.
- Be flexible: always keep your flow open to optimizations and don’t create too rigid processes, this can slow your lead’s progress within the sales funnel.
- Do not standardize emails: Different targets require different messages. Highly standardized emails will prevent your persona from identifying with the message and run away from your company.
- Manual processes: Invest in marketing automation. Keeping a 100% manual process will be time consuming and open up a lot more space for errors that may arise in the process.
- Don’t forget to monitor: Monitoring is essential to optimize your results and, mainly, to understand what is working within your flow. Not monitoring is wasting the entire strategic process of obtaining and using relevant data.
Building a lead feed flow takes time, patience and great care. The results, however, will be felt throughout your company, but mainly by the sales and marketing team.
With a well-built relationship, and a lead that effectively trusts your work, you will have better conversions in your business.
Take advantage of this possibility to generate more qualified sales, and download now our guide to optimize your conversions by email marketing! Who knows, you may not find new tips for setting up your nutrition flow?