Are you constantly losing leads? They convert on your website, and then that is the last you hear from them?
If so, you’re not alone.
We live in a time where there are infinite options for products and services, so consumer behavior has changed to reflect this; people like to research and explore their options before making a purchase.
As a result, 90% of new visitors (new leads) do not buy on a first impression.
Does this mean that they are not interested in your business?
Not at all! In the following article, we will look at the 8 best ways you can implement lead nurturing so that you stop losing 90% of your marketing leads.
In short, incorporating these 8 tips that will help you retain your leads:
Offer value first
Target the right people with the right content
Be present across all channels
Keep touch points in mind
Don’t sleep on follow-ups
Capitalize on the power of video
Have a super clean sales funnel
Score your lead
Are you having trouble generating the right leads? Or are you simply having trouble generating leads in general? If so, click here to watch my free masterclass on generating high quality leads that convert.
What are the best lead nurturing tactics?
Here are the top 8 ways to nurture leads into sales to avoid losing leads:
1. Offer value first
Instead of pushing for a sale right off the bat, instead, offer them a chance to build trust with your brand.
Offering educational content such as blog posts, ebooks, or videos can be a great way to provide value to your prospects.
By sharing your knowledge and expertise, you can show your new audience firsthand that you are trustworthy, knowledgeable, and most of all, someone who understands their pain points.
Not only will this nurture new leads, but this most valuable content will generate MORE leads of higher quality. To learn the best kind of educational content to create to generate high quality leads, ‘Step 2’ of my free Masterclass training.
Pros of offering value:
Cons of not offering value:
2. Target the right people with the right content
The core element of lead nurturing is retaining someone’s interest in your brand. If you utilize targeted content, you increase your chances of reaching people that are already interested.
But how do I create targeted content?
By understanding your intended audience – sit down and think about who you intend on reaching, and then develop content that speaks to them, and even calls them out directly.
Here is an example:
Many financial advisors are looking for ways to generate leads. So, I created a specific article that explains how financial advisors can get leads. Each month, this article alone generates leads and new clients for my business, all of which are looking for help with lead generation in their financial services firm.
This is just one example of many that show you how creating content specifically for a niche can help you close leads into clients.
As your business continues to grow, you will want to start looking at an all-in-one marketing platform, such as Kartra.
This will help you segment your audience by numerous factors including level of engagement. This will give you further insight into what content resonates best and holds attention.
Pros of targeted content:
Cons of no targeted content:
3. Be present across all channels
After a new lead interacts with your brand for the first time, try to engage with them across all the main channels.
Focusing all of your marketing efforts on just one main channel, e.g Email, is just not going to work anymore and it could be why you are losing leads.
Instead, try to think of your marketing campaign as a multifaceted one where you are putting out targeted content across multiple channels.
This can include email marketing, paid ads (retargeted), organic social media, website content, and even a direct video (see ‘step 2’ of my free masterclass for more).
Pros of engaging with leads across multiple channels:
Cons of not engaging with leads across multiple channels:
4. Keep ‘touch points’ in mind
Following on from above, if you want to convert your leads into paying customers, nailing every touch point will increase your chances of success in converting your lead.
A touchpoint is a point of contact between a customer and a brand, and it can be anything from an advertisement to a customer service interaction. It’s best to design touch points based on the buyer’s customer journey because it ensures that the customer’s needs are being met at each stage, from initial awareness to post-purchase.
Here is a simple example of a buyer’s journey:
Awareness: The buyer becomes aware of a need or problem they want to solve.
Research: The buyer begins to research and gather information on potential solutions to their need or problem.
Consideration: The buyer evaluates different options and considers the pros and cons of each.
Decision: The buyer makes a decision and selects a solution to their need or problem.
Purchase: The buyer completes the purchase and becomes a customer.
Post-purchase evaluation: The buyer evaluates their decision and experience, which can impact future purchasing decisions and brand loyalty.
With these touch points in mind, leverage multiple channels to produce lead-nurturing content, from educational blog posts to post-purchase email marketing campaigns.
5. Don’t sleep on follow-ups
Out of the 90% of leads that drop off, I would say that it is because at least 60% of them have simply forgotten about the interaction. Not because they have had a negative experience.
So, what’s the solution?
Include a follow-up interaction in your lead nurturing strategy.
This can take many forms, including automated emails with more helpful information, sharing your video content on youtube, or even retargeting ads on social media.
If a lead has converted on your website, it is because they are already researching and gathering information. By following up with them promptly and regularly, you keep them aware of your brand.
Best of all, if you automate this step with email marketing software, you won’t even have to think about it.
Pros of follow-ups:
Cons of not using follow-ups:
6. Capitalize on the power of video
As I explain further in my free masterclass on getting leads, most fail to convert leads simply by not including video in their content marketing.
You may have already started to notice an overarching theme here, and it is staying at the forefront of a prospect’s mind. Simply by using video, you can do just that.
A video is an immersive experience that combines both storytelling and emotional connection. Both of these are the single most important things when it comes to how our brain remembers things.
From a video sales pitch to educational content or even email campaigns, try to use video where you can.
Pros for using video:
Cons for not using video:
Tip: There is a multitude of AI video tools that you can use for effortless video creation.
7. Have a super clean sales funnel
Have you ever been intrigued by a product or service, so you head over to their website, which is just a mess? You were instantly put off, right?
This could be why you are losing leads.
Revise the landing page of your sales funnel to ensure it is a simple and smooth sales process that makes it easy for a potential lead to go through the motions of converting into a customer.
Also take a look at your website to ensure it looks professional and doesn’t give leads a reason NOT to contact you.
Doing this will instantly improve your lead conversion rate. Watch ‘Step 1’ for a real-life example on how to create a high converting sales funnel.
Pros of having a clean sales funnel & landing page:
Cons of not having a funnel & landing page:
8. Score your leads.
You could be losing leads because you are trying to sell too soon or too late.
With lead scoring, you can tell what stage a lead is at in their buyer’s journey by examining their level of engagement.
This is typically done by setting up a scoring model that assigns points to various actions or: that a lead may take, such as engaging with personalized emails, visiting your website, downloading content, attending online events, or interacting with your social media posts.
By now, you are probably thinking: how on earth do I keep tabs on every single lead?!
Well, you don’t. Your CRM should do it for you.
With an all-in-one marketing platform such as Kartra, you should be able to automatically assign scores to leads based on a custom set of parameters (i.e visited your website for the first time).
Then, you can also use these platforms to interact with automatically said leads with targeted content based on their score.
Pros of not using lead scoring:
Cons of not using lead scoring:
As a business, your ultimate goal is to convert leads into loyal customers.
This is not always an easy task. That’s why lead nurturing is an essential process in any marketing strategy.
Focus on the sales process, building relationships with potential customers and guiding them through the sales funnel until they are ready to purchase before instantly pitching them to make a sale.
By implementing what we have discussed above, you will be well on your way to seeing your conversion rate dramatically increase.
If you want to learn more about how you generate leads to start with, be sure to watch my free masterclass.
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.