Generating traffic on your website will inevitably generate leads, and leads will unavoidably generate sales. But generating leads doesn’t have to be a passive experience where you do little more than develop excellent content and hope for the best. Improving your conversion rate (the ratio of traffic to sales) and generating fresh leads from your traffic can be a proactive process with some simple lead nurturing strategies.
The foremost lead nurturing strategy today involves sending a variety of structured and phased emails. Lead nurturing emails are correspondence with your readership based on information provided to you by lead pages in your website. For example, if your newsletter contains three links to separate but related products or services, software, hardware and repair, these links tied to lead pages in a newsletter can tell you who in your audience is interested in which categories. By wielding the power to target individuals who have demonstrated concrete interest, lead nurturing emails and their highly relevant information can help you make use of the full power of inbound marketing and maximize your conversion rate.
According to Gleanster’s independent market research, only a quarter of your leads are ready for sales. While the majority of this quarter may go on to buy your products of services, why settle for such a small piece of the pie? Targeting the remaining 75% of your audience with lead nurturing emails can help you reach out to customers that otherwise wouldn’t have made purchases.
What To Put in Successful Lead Nurturing Emails:
Educational Emails
The first and most important type of lead nurturing emails are educationally driven. Using your lead pages, target your audience depending on what you know about them already. What have they downloaded from your website? Which pages on your site do they visit the most? Focus on a particular topic and educate that audience based on their interests. Don’t write a sales pitch, but make sure that whatever information you’re providing has a strong correspondence to the products or services that you offer.
Relationship Emails
Connect with your audience on LinkedIn, Twitter, etc., in order to get more involved in the lives of your prospective customers. Not only will this drastically increase the chances of getting them on board with your content, it’ll also warm them up to your brand. Use your e-mails to get your readership to join you on social media websites and further envelope your business into their social circle.
How Can I Make My Emails More Appealing?
Another part of developing that relationship can be done by sending out e-mails that improve the lives of your readers. Speak to their goals and prospects, about their kids or potential promotions, to help build trust between you and your soon-to-be customers. Being able to target specific audiences with your lead pages is all about maximizing how personal your brand is. Likewise, the more personal your e-mails are, the better the results will be.
Attention-Grabbing Emails
If members of your audience aren’t clicking through your links as much as they used to, you can attempt to re-engage their attention by allowing them to give feedback on anything from the quality of your content to the frequency of your newsletters. Not only will this get your audience re-engaged in your content, the feedback will also enable you to learn valuable information about how to better customize your emails.
Personal Emails
By this point, you should know the value of personalized email, and what is more personal than a one-on-one email written just for an individual prospective buyer? Personal emails can help seal the deal on your next sale if your recipient is near the end of the buyer process. By answering questions and clearing away concerns that are a barrier to your customer, you can make a sale and help ensure a long term customer relationship with the most personal avenue available to you short of a phone call.
Photo credit: leadliaison.com
