Industrial Marketing Blog

Lead Nurturing for Newbies: How to Not Fail at Marketing on the Web

Posted by Brian Shanahan on Sep 14, 2015 12:22:37 PM

Lead nurturing is a crucial part of any marketing campaign and can dramatically increase your ROI - when done right. You spend time creating amazing content, interacting on social media, and blasting audience-specific emails in order to attract new leads. But what happens once those leads get to your website or take some other step to show interest in your company? Do you nurture them to the point of a sale, or do the majority of them fall by the wayside?

If you’re like most businesses, many of your leads from marketing on the web never convert to sales. In fact, statistics show that almost 80 percent of marketing leads never complete the sales cycle. The reason? A lack of proper lead nurturing. But what constitutes an effective lead nurturing strategy? Certainly not the following elements. Take a look below to learn what five things lead nurturing is not.

An Advertisement

Somebody clicked on one of your web pages to learn about your products? Great! Now you can teach them even more about what you offer. But keep in mind that this person already knows a good bit about you from their own research. Try to avoid sending lead nurturing messages that read like an ad.

Being too salesy at this vulnerable state in the process can quickly turn potential customers away. Instead of creating generic content to send your leads, consider crafting content that truly speaks to their needs, provide meaningful information and add value to their research.

A Chance to Sound Like a Know-It-All

Industry jargon when marketing on the web is perfectly acceptable in some situations. Your lead nurturing campaign is not one of them. Even if you focus on business to business (B2B) marketing and your audience is familiar with the jargon, overwhelming them with company speak and technical terms in every message will quickly lead to boredom. It’s important to set yourself up as an authority in your field, but try doing so through informative and engaging content, rather than tech-savvy wording.

A One-Size-Fits-All Solution

Not all leads are created equal, and your lead nurturing messages should reflect differences. Consider each lead’s specific desires and needs, then cater your campaign based on what you’ve learned. It may take more work initially, but it’s worth the effort once you see a boost in your conversion rate. If you’re not segmenting your leads when marketing on the web and sending them information that answers their questions, it will be obvious in your content. Generic messages are a fast way to lose a lead.  

An Excuse to Spam

A big no-no: emailing leads every day. By nature, leads hold some level of interest in your company. That interest becomes disgust in the blink of an eye when lead management turns into spamming. Can you say overkill? When done right, email marketing is a powerful tool.

People are busy. They don’t have time to read emails from you five or six days a week. So instead of bombarding – and chasing away – leads, leave at least one day between emails. Sending fewer messages with a bigger impact is more effective than sending more messages with less of an impact.

A Self-Regulated Process

With lead management, you can’t just “set it and forget it.” Even if you take advantage of marketing automation, you still need to evaluate and analyze your campaigns on a regular basis to make sure they’re performing the way you intended. Analytics allow you to see what’s working and what isn’t, and to adjust things as needed. This is an important step in the lead management process and shouldn’t be ignored.

Lead nurturing is crucial to success when marketing on the web. Keep in mind what the process is not, and you’ll be on your way to creating a campaign that drives sales.

30 Lead Generation Tips, Tricks & Ideas

Topics: Lead Generation, Lead Nurturing

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