Email nurture of inbound leads seem to be an easy task with several marketing automation platforms readily available to help marketers. But is it really?
Effective lead nurturing isn’t merely a 3 step drip email campaign, with fingers crossed for opportunity conversion.
To nurture leads from awareness to decision, you need to have a strategy in place that begins with first understanding and defining what your end goals are, identifying KPIs to measure your goals against, putting together a content plan, testing and optimising the email campaigns.
Here are the 6 must-have stages for your Lead Nurture program.
1. Defining Lead Nurture Goals
The first step to crafting a Lead Nurture program is to define the goal – the end result you are expecting to see. Defining and understanding the end result will assist in setting up a strong results oriented Lead nurturing program.
- Set baseline metrics
- Identify your marketing goals
- Define the marketing program structure
2. Segmenting Leads by audience/buyer persona
Not all leads are created equal. Leads generated from organic promotion on social platforms interact differently from those generated from branded keyword search. Define the characteristics of leads generated and group similar contacts, or in marketing jargon – identify the Buyer Persona and the Buyer Journey stage.
3. Performing Content Audit
Asset audit is an essential and unavoidable exercise for any marketing and brand team. In our focus on churning out the best resources for our prospects, we may not know how much we have created, what type of assets we have and if they are the most current. A Content Inventory brings together all of the assets and resources that are available to your prospects and your sales teams. Identify and document all of the details related to each asset that you have available.
4. Building the Email Sequence
Setting up a segmented, automated email workflow for the leads that have opted-in through paid and social channels will convert a passive visitor or a one time consumer of content into a returning, paying customer. Implement this easy 5 step process of automated email follow up to garner the results you need.
5. Measuring Performance
Monitor the engagement of the segmented leads with the emails and the content over a period of time. Some of the KPIs you could measure are :
- Content engagement
- Lead generation
- Lead re-engagement
- Sales conversions
6. Continual Testing and Optimisation
Over a 30 – 60 day period of nurture performance measurement, you may begin to notice certain emails performing better than others. Depending on the metric you would want to improve upon, test and optimise a certain email component. Remember to only test 1 or 2 changes at a time, to achieve demonstrable results.
Forward thinking marketers are adopting Lead nurturing emails based on the buyer’s journey and needs.
Get the full version of The Complete guide to Crafting a Lead Nurture Program. The guide comes with a free Nurture workbook to document and report your program success.
The guide will help you design, setup and optimise your own lead nurture campaign as suited to your organisation’s needs. It has a list of practical examples, additional resources and an exhaustive workbook that you can use in real time to build your lead nurture system.