When you look at your website analytics, do you often find visitors who are just looking around, just like window shoppers in a physical store? Although your sales strategy should focus on those who are most likely to buy from you, do not disregard these “lurkers” easily.
Basing on customer journey mapping, put them on top of the marketing funnel as they have the potential to become paying customers in the future. It’s just that they will need additional time to get familiar with your brand, business, products, or services. Turn their seemingly passive visits into opportunities to nurture them.
Here are 6 ways to get you started:
Segment your list
Most articles assume you are building a list from scratch, so let’s focus on reorganizing an existing one. In other words, if you have an all-encompassing list, it’s time you divide it by segment. Segmentation allows you to customize your emails based on the position of your targets in the marketing funnel. Again, leads that need nurturing fall in the top of the funnel. You don’t need to barrage them with “Click Order Now” or “Enjoy Our Promo While It Lasts” just yet. In fact, don’t barrage anyone with that kind of promotional stuff as it looks spammy. But the beauty of personalizing your messages, especially with regard to those who are not inclined to buy from you at this point, is that you can start building a relationship with them.
Create evergreen content
In the business to business or B2B space, white papers and ebooks are good examples of evergreen content. But why should you invest time, money, and effort to create them for people who aren’t going to convert into sales right away?
Here is the thing: when they download your content, they are expressing interest in you. They are giving away their contact details, such as work email and phone number, in exchange for information they believe they need. That is a particularly important touchpoint in the buyer’s journey.
And let’s say every month you will need to attract new leads. Your evergreen content, which should be educational or informative at its core, is your ticket to company decision makers’ or average consumers’ inboxes.
Offer free stuff
Moreover, why don’t you offer free online courses and webinars? Should this endeavor take up a lot of your bandwidth? Of course not. But before you do, understand the pain points of the individuals you are targeting and take it from there.
If you have the budget, sign up for a subscription on a knowledge commerce platform like Kajabi. The beauty of using a platform is that even if you are not in the business of selling online workshops, you can still explore the possibility of offering them for free to your prospects.
At the same time, you can test if there is also a market that will be interested in paying for your e-courses and webinars. It’s a better tactic than starting from scratch, which may actually leave you spending more.
Automate holiday marketing campaigns
Your lead nurturing program can get busy once you’ve set it in motion. It is best to plot the times in which you will see a spike in your internal activities as well as your expected traffic. Planning your holiday marketing campaigns is essential, as you do not want to miss out on the moment people are most open to spending on their needs.
After planning comes preparation. And we highly recommend automating your emails, so you can focus on more important things like manufacturing or sales. Does this mean you are just going to leave lead nurturing to a computer program? Not necessarily. You will still be designing the campaign anyway. However, it is up to you to inject humanity into every newsletter you create.
Compare campaign performances over time
According to HubSpot, you should focus on visitor-to-lead and lead-to-customer conversion rate. Sure, you will have to take the time to nurture leads. But the bottom line is to convert them into paying customers.
You can automate campaigns and create evergreen content, but at the end of the day, your boss will ask “where’s the ROI?” So there should be a way for you to measure your marketing efforts’ impact on the revenue generation end. You can do this by comparing your campaigns’ performances against your monthly objectives, performances over a three-month period, and performances the previous month.
You can also use a content audience intelligence tool to help you create data-driven reports. Such tools aid in determining value using numbers, making it easier for you to decide whether or not to approve or drop a campaign.
Start acting now
Lastly, do not wait until one soul has expressed interest in your product. Even visitors who checked out your blog content or read your product description are potential leads. Keep these kinds of people in mind and design a campaign that will entice them to return to your site or consider your email.
Moreover, understand what their pain points are. You can also glean insights from their previous activities like how did they arrive at your site? What search terms did they use? You don’t have to nail every campaign down to the last detail.
Have the courage to fail and learn fast. You will have a better version of your lead nurturing program if you do.
Read more about lead nurturing and the customer journey here.