Effective lead nurturing today depends on making sure your message gets absorbed by buyers as they are considering their options. And that means you need to develop a direct relationship with each individual. You can do that through making sure you are focusing on engagement with each of your nurture touches. Batch-and-blast campaigns feel like shouting whereas engaging nurture campaigns can feel more like a natural conversation. Nurturing should attempt to genuinely connect prospects and customers with a company by “engaging” them in a dialogue, with the goal of eliciting a positive emotional connection.
Effective lead nurturing incorporates 4 key elements:
- Relevance– Relevance should always be of primary concern to a marketer. If communications or content are not relevant, they will be ignored. Plus, it can be detrimental to your lead nurturing efforts if you send the wrong information at the wrong time to a prospect. You need to listen and understand what is relevant to your buyers when determining what content and messaging to send out.
- Communication must be two-way– No one likes to be yelled at (which is often what it feels like when marketers send out batch-and-blast messages). In order to engage a prospect or customer in dialogue, the communication must be two-way. In other words, people will be more open to hearing what you have to say if they know you are also listening – that’s the true meaning of a conversation. You need to use a platform that can “listen” to what prospects are saying or doing so you can respond accordingly and engage them through dialogue.
- Go beyond email– Regardless of which channel you’re engaging through, the key is to be social with all of your interactions. And remember, social is really about interacting, whether you’re engaged in a dialogue or activity with someone. In fact, social elements are interactive in nature. Consider a poll. You can ask a question that is relevant to a prospect and by listening to the answer, you gain more insight into that prospect’s interests and needs.
- Continue the conversation– Regardless of what the customer lifecycle looks like for your company, the conversation with your customers needs to continue and change over time as relates to your objectives and goals, and those of your customers. For example, a brand-new customer will be focused on product adoption while a customer of five years will want to understand how to take advantage of additional products and features.
To read more about Nurture Leads and other similar topics, please visit the Marketo Blog.