Lead nurturing: It is the systematic process of building strong relationships with your prospects at each stage of buyers journey. The main objective will be to identify to your prospects needs, deliver the right content at the right time via the right channel.
Once you start getting leads through your current digital campaigns the next logical step to nurture your leads is by sending targeted content.
But in order to deliver targeted content, you will first have to segment your audience based on their interest, subscription preference, communication frequency or content type.
You can segment your audience automatically by creating smart lists. Smart lists are very useful as they automatically enroll users into appropriate lists based on contact property.
e.g. you can create a smart list of contacts who have subscribed to your bi-weekly blog but not the monthly blog.
You can exclude contacts, mix contacts from other smart lists and even combine more than one contact properties/subscription preferences to create segmented audiences.
“It is estimated that leads nurtured with targeted content produce an increase in sales opportunity of more than 20%”
It is hard to keep a track of emails that are already sent, emails you are currently addressing to and emails that should be sent as soon as someone signs up to your website/blog.
By creating an email workflow you can save time in administering these emails and focus more on strategy and user interaction pathways.
For e.g. you can create a workflow for “email newsletter signup” on your blog.
As soon as someone signs up on your blog, an automated “Thank you” email can be sent.
Add a delay of about a day or week, and send an email consisting links to the best performing blogs in the last quarter or year. This will act like a warm up content and will onboard your newly generated lead into your marketing cycle.
A timely response will enliven the newly subscribed user/lead and their interests adds to their content experience.
Omni-Channel brand experience
What is Omni-channel?
It is basically a multi-class or a multi-channel strategy to promote, market, sell, and serve your potential customers, new customers and lost opportunities in such a way that it creates a holistic and well-balanced customer experience irrespective of where and how a prospect reaches out.
To convert your lead into a customer, it may require multiple touch points, communication attempts and content engagement. Your prospect might click on a social media post, visit your blog and read an engaging story, then watch a video on your youtube channel and finally convert using a Google ad. This type of lead conversion is getting more and more common as end users are expecting information across multiple channels and it requires you to be present in each of those channel to nurture them.
Marketing automation can help you serve the content across different channel with minimal efforts. You can publish your blog, schedule it using a publishing tool on various social media channel and run a Google/Facebook ad to promote that piece of content.
There are couple of online tools such as Buffer, Hootsuite and Hubspot that will help you build an Omni-Channel experience.
Personalized content experience
Which email subject line is better?
Example 1: Hey John, here is a handy guide to improve your e-commerce user interface
Example 2: Guide to improve your e-commerce user interface
Well it is pretty clear that you are more likely to open the first email since it is much more natural, friendly and personalized.
Personalization can help you increase your email open rate, click through rate and can generate 3 to 6 times higher revenue.
It is literally impossible to send personalized email to each of your prospects manually. Hence, by automating your content personalization you can improve the efficiency of lead nurturing process and at the same time increase your conversion rate.