What is the first thing that you think when you read the triple your growth headline?
Did you think that this post is all about attracting more traffic or visitors?
It actually is better than that. This digital marketing system can double your growth with your existing traffic. What the secret?
It’s also referred to as marketing automation. At a high level, lead nurturing means building a relationship over time using automated emails.
Need some evidence that lead nurturing really work?
Here the study that found a 200% improvement in conversion rate using lead nurturing.
More evidence? How about a company that grew leads 50% and reduced the cost per lead by 33%.
Something else to think about. 79% of leads never turn into sales. What would happen if you could effortlessly keep into touch with potentials for months even years. What would reducing the “lost” leads from 79% to 60% do for your business?
1. Why is lead nurturing so effective as a digital marketing system?
The vast majority of your website visitors are not ready to buy. Google says that 82% of website visitors are at the beginning or in the middle of their buying process,
Most websites go straight for the sale with something like call us for a consultation or shop now.
The reality is that winning new clients is hard. You can be single entrepreneur or or mega brand like Apple and Walmart. Everyone spends a crazy amount of time and money to win new business.
Most businesses focus on increasing traffic. In other words, make it up on volume.
Blast something to lots of people who have the slightest possibility of needing what you offer. Some will respond. This is expensive and annoying a lot of the time.
Lead nurturing is the low cost, easy-to-implement alternative.
A leading nurturing program will convert more of your existing traffic to customers. Let’s do some simple math
How many of your web visitors convert to customers?
Let’s assume 1 in a 1000.
Increasing your conversion rate from visitor to customer to 1 in 300 will more than triple your new customer acquisition rate.
Even better, it takes little effort once you set things up. What would happen if you could spend less time selling and more time doing great things for customers? More referrals?
Lead nurturing lets you increase conversion rates and reduce your time investment in selling.
2. How does lead nurturing work?
The relationship building process and selling cycle starts as soon as the prospect becomes aware of you. Lead nurturing moves people from initial interest to the point where they are ready to buy.
Why would a prospects suddenly trust you enough to buy from you?
The amount of trust that you need to build depends on your business. For big ticket items, it is a lot of work. It’s less work for smaller purchases.
We bridge the trust gap in one of two ways.
1. Time and effort
2. Referral from a source the person trusts
The time and effort approach is slow, painful, and expensive. How much is your time worth both from a financial and personal perspective?
A referral helps but there is still work to do.
But can lead nurturing technology alone really help me build relationships and create trust?
The short answer is yes.
Lead nurturing allows your to present your case to a prospect in a structured way – automatically.
In other words, it does the work that you are currently doing with phone calls, meetings and events in an optimized way.
There is a time investment. You need to create or reuse your content then spend time improving the process based on metrics.
Lead nurturing has three advantages.
- Earlier engagement
Signing up for a consultation or buying something is a big step. Downloading a handy guide in return for your email isn’t.
- Better use of sales resources
Your sales efforts can be focused on people ready to buy.
- Consistent follow up
Do you forget to do the follow up email or call? Lead nurturing makes sure that you stay in contact.
3. Designing your nurturing your program
To get started, you are likely to have only one nurturing flow.
Eventually, you will have different nurturing flows based on where the prospect is in the buying process. You assess what we need to do based on the prospects’ behavior on the site and other factors.
With only one nurturing flow, you need to focus on the top of the funnel (TOFU) prospects.
A TOFU prospect is just starting to think about how to solve a problem or to meet a need. This could “I need a new ….” or “I need help with ….” or “how do I ….”
a. The lead magnet
The first step is to get the prospect in your funnel. To do this, you need what marketers call a lead magnet.
A lead magnet is some kind of resource that someone just starting to think about changing advisors would trade their email for. Here’s is a post to help your design your lead magnet.
Here is Revenizer’s main lead magnet pop up.
b. The nurturing flow
Once they have opted in, you can schedule some automated emails with helpful content related to the lead magnet.
Start with a couple of TOFU blog posts. The goal is to help solve the prospect’s top problems and demonstrate your expertise. You should already have existing blog posts that you can use if you are being strategic with your content.
Then, think about middle of the funnel (MOFU) content. MOFU content focuses on prospects that are more serious. They are at the point of evaluating options. They are probably not ready for the first meeting but they are willing to go beyond the email.
Now things get serious. The bottom of funnel (BOFU). The prospect is pretty certain that they want to work with you. They need a bit more.
So, here’s what a nurturing flow looks like for Revenizer.
Target prospect: Small marketing team looking for digital marketing help in a few areas
Top problems: Improving lead generation / Creating better content / Focusing limited resources
Lead magnet: Digital marketing checklist
Email 1: Send link to Checklist download
Trigger: Immediate on completing form
Email 2: Link to post “Checklist explained”
Trigger: 3 days after first email
Email 3: “Just hit reply”
Trigger: 7 days after second email
See below for the “Just hit Reply” email example.
Here’s how the workflow looks in MailChimp
4. How long does it take to set up?
You don’t have to go big straight away. You can add emails over time. Start with a lead magnet with 3 emails. Remember to include a personal email to “just hit reply” at the end.
Most email systems now offer email automation.
Here are the set up guides for a few of our favorites.
b. Quick email tips
- One thing
Remember to keep your emails simple. One objective per email. Spend some time on creating a compelling subject line.
- Mobile friendly
Use a mobile friendly template
- Check the analytics
The open and click through rates on your different emails will tell you whether you are hitting on top issues. Use these metrics to adjust your flow over time.
Use something like [First Name] at [Company]. This lets the email recipient know that you are a real person and also lets them know your company so they know who you are straight away.
Here are some more tips for email marketing
You can also take a look at our guide to email marketing with MailChimp.
OK. There it is. A quick guide on how to triple your prospects and save time.
Add your questions below to the comments.