At my company we are working on our first lead nurturing campaign with our new marketing automation system. As with most of these types of systems, the difficulty is not with the technical aspects but with the content generation and forming the message.
I spoke several weeks ago about buyer personas. Buyer personas define the different groups or segments that we craft our message for. We want to tailor our message so it speaks specifically to a single buyer persona, using their language and addressing the pain points that are applicable to them.
A survey by Marketing Sherpa, states that 79% of marketing leads never convert to sales. Lead nurturing sends crafted communications to your prospect that guides them through their buyers journey. This content adapts based on their behavior and activity, so that it is truly personalized for them. The goal is to build a relationship, trust and eventually, advocacy.
Buyers don’t want to be “sold”, they need information to make the right buying decision. They need education about the problem they are facing, a discussion of the available solutions, and why your solution is the best to meet their needs.
The content in your lead nurturing campaign speaks volumes towards creating that relationship with your prospect. How that message is crafted, the language you use, the tone of your message, and the style in which you communicate, helps set the tone just as it would if you were calling on the phone.
Digital marketing relies heavily on written communications, but don’t forget that you can also use video to further engage your prospect. Video is also extremely useful when it comes to forming relationships. Just as we identify with characters on television and feel as if we have come to know them, so also do buyers establish a bond with your spokesperson through the effective use of video.
A positive lead nurturing campaign effectively communicates your message across multiple channels to your buyer personas and engages them through the buyers journey toward conversion and ultimately advocacy.