7 Steps for Delivering Relevance with Email Nurturing

According to HubSpot, brands utilizing email lead nurturing produce, on average, a 20 percent increase in sales opportunities, However, crafting a good nurturing program that meets or exceeds the average can present many unique challenges. It’s truly a left-brain/right-brain exercise. But with the right strategy and the steps below, you can overcome the challenges associated with email lead nurturing and surpass your competition in performance.

7 Steps for Delivering Relevance with Email Nurturing image Email Nurturing 300x251Email Nurturing1. Understanding Your Value Proposition

Audit your value propositions by making sure your Sales and Marketing teams are speaking the same language. This is important because you don’t want them delivering different messages.

What does your company bring to the table? What are your core services and offerings? What differentiates you from your competitors? These are key items to understand and discuss with Sales in order to inventory and map the content you’ll deliver via email.

2. Buying Cycle

Lead nurturing campaigns should span the length of time it takes for the average sales qualified lead to close. This is important to delivering the right content at the best time in the buying cycle.

Work with Sales to determine what content they’re sending out the most. Ask and note its effectiveness, then ask them to define common pain points. This is all information that will help you to create powerful and impactful nurturing campaigns.

3. Know Your Buyers

Try to define your most valued lead attributes. Who is your perfect customer, and why? What kind of company are they? What industry are they in? What are the job titles that matter the most?

Work with Sales and Client Services to understand your renewal rate and what attributes associated with a company make them more likely to renew. This information will allow you to create buyer personas and help define which landing page form fields will provide the best intelligence.

4. Analyze Current Clients

The best way to design an email lead nurturing campaign is to look at the past online behavior of current clients. What website content did they access between their first visit to your website and when they became a customer? Try to align the content consumption with their buying cycle.

If you examine enough of this data, patterns will start to emerge. The content will begin to identify its potential position in the sales funnel. Your mission is to figure out which pieces of content made them a client and in what order it was consumed.

5. Review Website Analytics

Do a thorough examination of your landing page metrics. Figure out what offers convert the most and have the highest conversion rates. Who is filling out the forms? What are their job titles? What other attributes or behaviors can be identified? The analysis of this data will allow you to make adjustments to your defined personas.

6. Audit Your Landing Page Forms

Using the data you’ve just collected, audit all of the forms on your website to determine whether or not the fields and response options optimally identify the conversion as a potential client or as unqualified.

Make sure all of your advanced content (ebooks, whitepapers, case studies, etc.) actually resides behind a form. If not, create the appropriate landing pages.

7. Organize Your Content

If you have enough historical data from your past clients, you should be able to map your landing pages, offers and downloads by top, middle or bottom of the sales funnel. If you don’t have access to the necessary data use “ barriers to consumption to estimate where the content resides in the sales funnel.

After the content is grouped by the sales funnel, further organize it by persona, topic, product and/or service. This process should identify content development opportunities. If any of the groupings of content identified above is missing content at any stage of the funnel than that content should be developed. If not, they’ll be cavernous gaps in the lead nurturing workflow.

The goal of email lead nurturing is to gently encourage and nudge qualified people to become sales qualified leads. It accomplishes this by helping to build trust and perceived value over time – accomplished by solving problems and delivery relevant content.

In addition, it should help identify those non-qualified individuals and remove them from sales qualified consideration. Marketing should only deliver leads that are worthy of a salesperson’s time.

With these seven steps, you should have no problem delivering relevance via email lead nurturing and surpassing your peers in performance.

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