The Nurturing Series Turns Strangers into Fans in Just a Few Short Weeks

Posted in Inbound Marketing, Digital Marketing, Content Marketing, Automation by Kendra Uminger

Companies that excel at nurturing leads generate 50% more sales-ready leads at a 33% lower cost. If that’s not enough to wow you, consider that nurtured leads make 47% larger purchases than non-nurtured leads.

The third step in the 5-Funnel Marketing Automation Sequence is nurturing – and it’s not a huge challenge – just offer people what they want. Once you have discovered what the contact’s interests are, send them content related to those interests.

Remember – don’t treat lead nurturing as a sales pitch. Nurturing is about giving your consumers what they want to see based on the process of segmentation.

Don’t think this step matters? Think about this: Companies that spend time nurturing leads generate 50% more in sales. Nurtured leads produce a 20% increase in sales opportunities versus un-nurtured leads.

FREE nurturing email templates »

Contribute to the Contact

Lead nurturing emails should offer value to your base. Thing about them as mini blog posts. Let your customer know immediately that the email offers something valuable to them by sending subjects that include “how to” or “x ways to...” as the topic. Showcase yourself or business as the expert and teach the contact more about something they are interested in. If you continue teaching them helpful, intriguing things, they will continue opening your emails and engaging with your business.

Stay Focused

Stay focused in your nurturing emails. Choose a single topic for each email and focus everything around that, finishing with a call to action. Think about things from the contact’s perspective: They receive emails every day – most of them overly salesy – and they’re looking for any reason to toss them en mass – that’s why engagement must happen immediately and follow through inside the email. Keep everything directly related to the contact’s interest. For example, if your contact downloaded an article about how to develop a web presence, you could send an email titled, “5 Things to Improve Your Digital Presence.” Seeing a direct link to their interest will engage the contact in your email.

Read also: How to Turn Your HubSpot into a Powerful Lead Nurturing Machine »

Keep It Short

Readers are busy – keep that in mind when crafting content. The contact should be able to understand the value of your email after five seconds of glancing at it. If it takes any longer, the chances of them investing the time to read it are slim. Worse? They may unsubscribe.

Get started with your own nurturing series by downloading  The HubSpot Automation Playbook »

Plan Ahead

Before you begin the nurturing process, construct your plan. It is important that you do not try to promote free trials or demos too early. Consider when your contact will be receptive to sales and plan your nurturing emails around that.

Measure Your Results

Just like before and after images, measuring your results offers value to you. Measure and analyze the responses of your nurturing emails. Like any other marketing campaign, you may need to adjust your strategy. Click-through rate and unsubscribe rate are two of the most important metrics you should track. A strong campaign will usually have an unsubscribe rate of less than 5%. If any of the metrics become concerning, re-evaluate your nurturing emails.

Need some help getting started? Check out this free HubSpot Automation Playbook with nurturing templates, and other tactics to turn your HubSpot into a powerful lead nurturing machine.

About Kendra Uminger

Kendra is an Inbound Marketing Strategist at Elevator. Using her unique combination of creativity and obsession with detail, she helps her clients drive massive increases to traffic, leads, and opportunities through strategic inbound marketing campaigns.
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