Have you ever downloaded or subscribed to a product or piece of content and, in doing so, left your details with the provider? If so, you probably received a series of emails and/or other messages afterward promoting other related content that might interest you.
We call this type of marketing automation process lead nurturing. With this process, we hope to achieve 3 things:
- Identify the contacts who are ready to consider making a purchase and talk to the sales department.
- Offer valuable, educational information to users who are not yet ready to buy, so that they become ready during the process.
- Recover and reconnect with contacts who may have already forgotten about you, and start the process over with them.
Sounds important, right? You don't want to lose the opportunities you worked so hard for; you want to move them forward on their buyer's journey in order to close them as customers.
Personalized Messages = Greater Engagement
The power of lead nurturing lies in message personalization. You already know who your contacts are and what type of content they are looking for. Because of that, you can communicate with them in a highly personalized way and also follow up on and build on the action (download, subscription, etc.) they already took.
So how do you put a lead nurturing campaign into action? To create an automated email flow, you need a marketing automation program like HubSpot. When a prospect downloads an offer or piece of content, they automatically enter the workflow and start receiving the content you have predetermined.
Plan your workflow content with an eye to continuity: your messages should form a seamless whole that promotes your additional content in a natural way. Be personal and approach your prospect as someone who wants to help them, not sell to them.
With these tips, you're ready to start doing lead nurturing! Do you have questions or want to add something to this post? We look forward to your comments! If you want to learn more about Inbound Marketing, don't forget to subscribe to our blog and YouTube channel!
