According to Forrester Research, companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost. Holy moly! That’s a pretty significant difference, right?
But hold on just a minute… What does “excel at lead nurturing” mean exactly? And how do you do it?
Lead nurturing at its finest is a comprehensive process comprised of multiple moving parts, all seamlessly working together – integrating smart content on your website, implementing personalization across prospect touch points, creating blog content, promoting landing pages, and of course, engaging with your target audience via social media. And the list goes on…
But even when compared to various social media channels, email marketing remains a decidedly more effective way to acquire customers – nearly 40 times more than Facebook and Twitter combined. Why? Perhaps it’s because 91 percent of all US consumers still check their inboxes on a daily basis. In the B2B marketing world, the buying cycles are typically long and more complex, so nurturing leads via email is all the more important!
Even if you don’t have the most spectacular email marketing chops, there are still a bunch of easy ways to connect with your prospects and get your email strategy off the ground. Read on for 3 simple email marketing techniques you can use to effectively engage with your prospects:
A monthly or quarterly newsletter is a great way to keep in touch with both prospects and customers, showcase client success stories, and make new and important announcements about your business. However, it’s also a great way to promote your top-performing blog posts and offers. What’s more, writing and including a featured article on a trending topic in your service industry further demonstrates your expertise. So don’t forget to create a page on your website that provides visitors with the option to subscribe to your company newsletter.
Best of Blog Email
It’s important that you do not inundate your prospects’ inboxes with countless marketing messages. This depletes trust, not to mention it’s downright annoying. But sending an annual email promoting your best blog posts of the year will motivate readers who have missed out on previous posts. This technique may also help you sort out who is truly interested in your content, enabling you to better segment your contact database. Try using an eye-catching subject line like “Our Top 10 Blog Posts of the Year” to see who is opening and clicking through.
Lead Nurturing Campaigns
When someone downloads a piece of content from your website, the contact information that the converted lead provides should be automatically added to your database. This lead should then be funneled into an email lead nurturing campaign designed to help the prospect move along your sales funnel. A basic campaign is typically comprised of 3 emails (spread out over time), each presenting a Call-to-Action for an offer relevant to the originally downloaded content. Below is an outline of a simple yet effective lead nurturing campaign:
- Top of the funnel: Your prospect has converted into a lead, but it’s quite unlikely they are ready to make a purchase. Your first step should be to further educate your lead with related information – and gauge his or her interest in your business. One way of doing this is to provide an additional free resource accompanied by relevant insights from your blog.
- Middle of the funnel: Continue building trust and demonstrating your thought leadership by pointing out how your business solves problems for companies similar to your lead’s company. In this second email, include access to a customer case study or two showcasing the great results you’ve achieved for your clients.
- Bottom of the funnel: Here’s where you serve up something with enough value to give your lead a formidable taste of the awesome services you sell. Examples could include offering a free trial, an assessment or consultation, an interview, an introductory service you might provide, etc. Of course, be sure to specify in the email what qualities differentiate your business from other options your buyer might have.
So what’s the takeaway here? Don’t forget about email! It’s likely most of your B2B target customers don’t hate getting email; they just hate seeing their inboxes flooded with irrelevant, overly promotional email. When in doubt, try out these three prospect-friendly email marketing techniques to start nurturing your leads without going overboard.
Still looking for more email marketing insights? Then you should definitely check out our curated post “Not Your Grandma’s Email Marketing Tips” for additional expert advice. As always, let us know if you have questions. We’re ready to help!