Inbound marketing has become one of the most popular ways to turn prospects into customers. Due to this shift in perspective, many business owners are marketers are looking for ways to help potential customers navigate through their sales funnel.
Lead nurturing is the process of engaging with your visitors by offering them support, information, and content that provides the solution to a problem, or advice to ease pain points. There are plenty of ways you can keep in touch with both the people who've casually spotted one of your ads on social media and long-time fans.
Let's look at several things you need to keep in mind when you are trying to build rapport with your audience. In addition to lead nurturing tips, we are going to look at several strategies you can implement that will help you increase your conversions and website traffic.
Focus on awareness
First, let's talk about spreading brand awareness. It's hard to nurture your leads if people don't know that you exist. There are plenty of smart ways you can get the word of your business out to potential customers without paying for ads.
Social media is a great starting point when you want to inform consumers of your product. The average user spends 2 hours and 22 minutes across their social profiles every day. In other words, they are receptive to your promotions and open to engagement. Additionally, 50% of users on Facebook say the platform influenced their buying decisions. Past visitors may see retargeting ads, but how do you get the attention of people who have never heard of your brand?
You can attract leads by holding an online giveaway for your followers. Encourage new people to follow your brand and share your post for even more exposure. Make sure you offer something relevant to your industry, as opposed to an Amazon gift card. Specialized prizes ensure that your target audience signs up for the event.
Don't forget to spend plenty of time engaging with your potential customers and followers in social media groups that post relevant content. Use these conversations to introduce yourself and build connections with consumers.
Leverage relevant content
The best way to nurture your customers is through your content. Blog content is beneficial and versatile, making it a go-to choice for many marketers. There are ways you can improve your website design for a customer-friendly experience. It's always a good idea to add a search function to your blog so consumers with specific interests or questions can find relevant content.
As an added bonus, you can use customer searches to feature other related content and lead magnets. Taking this small step can result in more people subscribing to your email list and staying on your site for a longer time. If people can find what they are looking for, you'll have a much easier time helping them navigate through your sales funnel.
Once you start generating more email subscribers, you can segment your list and send relevant content to users based on their customer persona. Research shows that segmenting the content you send in emails can improve your open rate by a whopping 14.31%.
For example, if you have a shop that sells different kinds of clothing, you can create curated lists of content about those specific types of content based on user purchase history. The result is subscribers will see more content that fits their interests, and as a result, they are more likely to click your email and navigate to your website.
Merge chatbots with live support
Customer support is essential for lead nurturing. People are going to land on your site with questions, and they expect a team to be there for help. You can meet and exceed their expectations by adding chatbots to your existing live support strategy.
Human employees are great at helping customers with complicated issues that require troubleshooting or corrections. Chatbots can help people that fundamental problems, such as a password change, while actively engaging with new consumers that land on your website.
You can take it a step further and use your new chatbot to ask customers questions to personalize their experience. There are plenty of new possibilities with AI, and chatbots seem to be the most significant evolution for business owners.
The best part about AI-powered chat programs is they are available to nurture your leads day or night. They don't need time off, and you save your live support team for more complicated and pressing issues.
Earlier, we mentioned the benefits of personalized content, but this tip specifically refers to personalizing individual details about your customers. In most cases, you'll find this tip useful for your email marketing campaign.
There are plenty of exciting ways you can send individualized messages to your email subscribers. You'll want to use details like their name, birthday, and location in your messages. Using an aspect like a recipient's first name can improve your open rate by 26%!
You could also send out a special deal or content package for users on their birthday. If you're willing to pay attention to seemingly small details like this, consumers will have a much easier time trusting your brand and asking questions as they get closer to becoming a customer.
Finally, it's crucial that you follow up with website visitors, email subscribers, and followers on social media. All of these people have the potential to become customers, or have already bought something from your online store.
If you have leads that fall into the former category, following up can help you close the deal. Let's say someone signs up for your email list because they wanted a 20% coupon. They get their discount but forget to place their order.
Your email reminder with an extra 10% off could be just the thing they need to get them in gear and ready to buy something from your website.
Retargeting ads are also helpful in this situation. Essentially, these ads, also called retargeting pixels, occur when someone lands on your website but doesn't complete their order. They may begin to see banners that you created on their social media profile. The result is more people will remember their interactions and come back to your site.
Additionally, you'll see that people will follow you on social media, send you a message, and never engage with your brand again. If you can, respond to their message and get an exciting, professional conversation going. Some people are looking for businesses that are willing to go out of their way to please their customers.
As you can see, there's a lot of planning that goes into lead nurturing. You have to spend time getting to know your target audience, and then work to actively help each segment across email, social media, and on your website.
Sending relevant information is helpful, but it's only one piece of the lead nurturing puzzle. It pays to go out of your way to make sure that everyone that interacts with your brand leaves with their questions answered. Users on social media should expect the same attention to care that they will find when they talk to your on-site support.
The more time you spend working with consumers, the easier time you'll have planning strategies that are designed to nurture leads and turn them into customers.