Cure that sinking feeling around those leads that got away. Put your phone on silent and concentrate on your sales funnel. Start your journey with this accelerated course in lead nurturing. Rise above the rest quickly and become the top dog of Email Marketing.
The inner workings of permission-based email marketing lend themselves perfectly to lead nurturing.
Lead Nurturing consists of a continuous relationship development with customers through maintaining a communication channel that educates and reinforces your brand.
Often, this occurs through direct permission-based email marketing. This is where a customer has volunteered their email address and has indicated warm interest in receiving more information about a product or service.
Are we in agreement on that? If so, push forward to the next part.
What to know about lead nurturing
Our experience with lead nurturing can now be passed on to you, in particular, the way email marketing can be used so effectively to achieve such great results.
There is a major trend currently towards people seeking expertise in lead nurturing due to the growing amount of online ecommerce opportunities. This trend is indicating that email marketing provides the best base to achieve lead nurturing.
Email marketing is often associated with spam, due to several unethical methods used to gather emails. It has also been likened to traditional junk mail.
However, as the world of business has increasingly transitioned online, attitudes towards direct email marketing have softened. Especially in the circumstance where a customer has given you permission to contact them.
It all comes down to the type of leads.
Warm lead vs Cold Lead
What better place to kick this off? Leads.
Leads are essential to the bottom line of every business. They are the first step towards making a sale. However, not all leads are equal.
A cold lead is when you try to promote or sell your offering to an unexpected buyer who has shown no initial interest in purchasing. These are hard work and have low conversion rates.
On the other hand, a warm lead is a potential buyer who has indicated that they possess some level of interest in what you are selling. Turning these leads into buyers is a much easier task.
Capturing user emails on what is known as a landing page or “squeeze page” gives you permission to email your lead directly. From that point on, the nurturing process can begin with email marketing.
At this point, you already have had that hint of interest from a customer through them handing over their email address. What to do now?
It is email marketing time.
Email marketing is when you begin nurturing that initial show of interest in a strategic attempt to transform that person into a buying customer.
Sending information about your products and services is fine, however it is best to include high value content offerings in the email correspondence, otherwise it will come across as junk mail or spam.
Creating high value content on your website and then inserting links in the email outreach is a very effective way to encourage that lead to consider making a purchase, as well as building brand trust.
Next, we look at identifying the different stages of your customer.
Target different stages
Another benefit of email marketing is the power held in the type of messaging.
Through your CRM (Customer Relationship Management) process, you can send certain types of emails to subscribers who are at different stages of the relationship with your brand.
For example, a repeat customer might be sent an email outlining the latest deals. Being a previous customer, you already know they are interested in your offering.
However, a first-time buyer might be sent a different type of email. It may include a special discount offer instead, hoping it encourages them to take that next step into becoming a buyer.
Stirring all these ingredients together creates a clear view on using email marketing for lead nurturing. Hopefully, this gives you an insight into why this strategy is so popular. As expected, you have passed with flying colors.
And that does it. We hope the wisdom acquired regarding email marketing will benefit you greatly moving forward. Those basics will hold you in good stead.
Maybe you can return in the future to refresh your understanding on lead nurturing. This concludes our detailed examination on the subject for now.
Will the wild trend keep on growing in interest? There is no doubt this method will remain reliable for years to come.
Use what you have learned wisely. It would be great to listen to the thoughts you have regarding lead nurturing. Remember, our collection of posts also covers other aspects relating to email marketing, so be sure to check those out.