A lot of emphasis is placed on the gathering portion of a lead generation campaign. But this is only the initial phase, and a very small portion of the overall campaign. Yes, your quantity and quality of leads matters. But it’s what you do with them after you’ve gathered them that counts! Whether you’ve acquired leads from Facebook Lead Ads, co-registration, customer referrals or other lead sources, once they’re yours, they’re yours. And it’s time for the lead nurturing to begin. Here are six tips to take your lead nurturing to the next level.
Hook Up Your CRM
Not using a CRM? Get one, and fast. If you’re talking about managing a list of any size and sending a regular frequency of email, you’ll want to be able to track customer data through Customer Relationship Management software. Hooking up your CRM directly to your lead sources will streamline the lead nurturing process and help you send emails quickly.
Send a Confirmation Email Immediately
Utilizing a double opt-in strategy for email list building ensures a quality database of genuinely interested leads. Once leads are added to your list, a confirmation email should ask them to verify their email address and inclusion on the list. Ideally this should be an immediate send as soon as they join, and certainly take no longer than 24 hours. Hooking up your CRM will help make this first lead nurturing step easy and efficient.
Personalize Your Subject Lines
Data has shown time and time again that the personal connection and immediate recognition of a customized email subject line works. Address your target directly, using their name in the subject line of the email. The body works too, but they’re much more likely to click to open if it’s the subject line. And you can’t do much lead nurturing until they open your emails!
Utilize Pixel Tracking For Retargeting
Another great way to personalize emails is through retargeting site visitors. Installing a pixel on your site will allow you to see who is visiting where, and then retarget them with follow-up emails or ads tailored to how far they got in the sales process or what they viewed on site. This is a highly effective lead nurturing strategy that reminds them of their interest in you and helps then pick back up right where they left off.
Switch Up Your Offers
Your lead nurturing offers could be spot on, but maybe your offer is a little…off. Try a variety to see what resonates with your leads. Segment your list and don’t change things up too often; you want to see what works, not bombard them with new offers daily. But a few offer options should keep your lead nurturing emails feeling fresh.
Offer a Referral Incentive
All your lead nurturing efforts can never compete with the most persuasive marketing there is: word of mouth from a trusted source. Make your emails, social posts and website content easy to share. Keep offers open to all and even sweeten the deal for existing customers who forward along to a friend. Your email database is a powerful marketing resource in itself!
These are just a few of the ways you can kick your lead nurturing into high gear. Looking for more? Sign up for our Newsletter for updates in your inbox!