Optimizing your Lead Nurturing Strategy in Digital Marketing

Optimizing your Lead Nurturing Strategy in Digital Marketing

Digital marketing has become one of the pillars for the development of a business. In the field of commercial prospecting, the inbound marketing strategy is one of the methods adopted by many B2B and B2C companies to find customers and close sales.

However, it is essential to note that a low percentage of your Inbound prospects is likely to arrive at an immediate purchase. About 90 % of these prospects will have to go through a maturation phase. This is where Lead Nurturing's strategy . Companies that master this art can achieve up to 50 % additional sales, while reducing 33 % sales costs. To implement an effective strategy, it is crucial to adopt relevant techniques during your Lead Nurturing campaign .

Favor targeted content for your lead nurturing strategy

Companies are constantly looking to maximize sales opportunities. A technique for your lead nurturing will not be effective if your content is uniform. It is fundamental to vary and adapt your content according to the profiles of your target prospects.

The targeted content improves the maturation phase of prospects and increases the probabilities of sale by 20 %. Your inbound marketing strategy will therefore be more effective. According to studies, the sending of targeted content is one of the largest challenges for 33 % of B2B companies during the execution of their leading campaigns

To define your persona type, analyze prospect behavior and use marketing automation platforms to access a large database. This will allow you to better identify, target and segment your standard profiles.

Personalize emails for your lead nurturing strategy

Email marketing, whether automated or executed by salespeople, remains one of the most popular techniques in B2B and B2C sales prospecting. If you have a habit of sending mass emails, it's time to rectify that. Research shows that personalized emails can increase your profits up to six times.

To optimize your email marketing, combine the following elements:

• Personalization of emails according to the behavior of your prospects.
• Explicit content and relevant marketing message.
• Adequate targeting for each email.
• Optimal timing for sending messages.

Emails should be sent to your targets when they show engagement, such as clicking a link or visiting multiple pages on your site.

Opt for the multichannel of your lead nurturing strategy

Previously, sending emails was the main contact method. However, the opening rate of emails was often not satisfactory, with only 20 % of the emails open and 79 % of non -converted leads To counter this, many companies have adopted a multi -channel lead nurturing strategy.

This involves the combination of several distribution media, such as:

• CRM for tracking interactions.
• B2B or B2C emailing campaigns for targeted communications.
• Social networks to engage prospects.
• Paid retargeting to re-reach interested visitors.

A multi-channel approach allows you to reach a larger number of prospects and increase the chances of conversion.

Multiply Contact Points

Once a lead becomes a verified customer, they have typically interacted with at least ten touchpoints during their buying journey. Creating more touchpoints can optimize your lead nurturing strategy.

These touchpoints can manifest through various digital mediums, such as blog posts, white papers, text messages and social media posts. The objective is to energize and enrich the customer experience throughout their purchasing cycle.

Establish Follow-up at the Opportunity Time

Once your lead nurturing strategy is in place, monitoring becomes crucial. Prospects are 21 times more likely to become customers if you contact them within five minutes of interacting on your website.

The automation of your campaign allows you to manage a large marketing database In parallel, emails and follow -up calls represent effective means to generate more qualified sales opportunities.

Conclusion

Lead Nurturing's strategy is essential to maximize the maturation rate of your prospects as part of your inbound marketing campaign. By adopting best practices and using the right supports and content, you can improve your results. Do not forget to take into account the time factor: to approach your prospects at the right time considerably increases your chances of conversion. With careful implementation, your business will not only be able to improve its sales performance, but also strengthen its relationships with its customers.

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