Last updated on April 29th, 2019 at 12:46 pm
Lead nurturing is important for any business to move potential buyers down their sales funnel and to increase sales.
The research shows that companies that excel at lead nurturing generate 50% more sales at a 33% lower cost
Marketing automation can help drive sales revenue by nurturing leads so that sales opportunities come from customers with the right level of needs. It helps you pinpoint, segment, and target your individual buyer personas as you develop your inbound marketing strategy.
Check out these 7 ways you can use marketing automation to help nurture your leads-
#1 Lead Scoring
Pick a marketing automation tool that offers lead scoring. Lead scoring means you can rank leads by how likely they are to purchase, which in turn lets you, laser-focus your efforts on the most positive leads.
With lead scoring, you can give scores based on a wide range of standards such as:
- Purchasing power
- Presence at live or online events
- Awareness in your business
- Buying signals
- Demographics such as location or industry
When you score your leads, you give yourself an insider’s guide to which leads are the most possible to become productive clients.
#2 Stay with Customers throughout the Sales Cycle
From the minute a client first shows interest in your products to the moment they decide to purchase, you have various opportunities to get in touch and guide them towards buying. Marketing automation makes sure you never miss one of those probabilities.
Lead nurturing confirms that you know properly when a lead is ready to buy because you will have communicated with them throughout the sales cycle.
Following up two, six or twelve months down the line will keep you in touch with your clients throughout the buying cycle and open the way for repeat purchases or upselling.
#3 Nurture the Most Potential Leads
Marketing automation helps you keep in touch with the most potential leads. For example, you have a lead who:
- Scores highly in your lead scoring system
- Shows active interest in your company
- Downloads an opt-in offer or signs up for emails
- Requests a call back about your services
- Frequently visits your sales page
With marketing automation, you can set trigger points that match promising lead actions, when a trigger point is reached, your software will automatically send an email, schedule a call, or whatever action you input.
It helps you to pinpoint and reach out to the best leads so your effort isn’t wasted on those that are doubtful to convert.
#4 Conduct Real-Time Notifications
It’s important for lead nurturing to be suitable and applicable to each lead. No matter where your potential lead is in the sales funnel, they may need to be reminded about an offer or action they need to take.
Marketing automation can help to confirm that real-time notifications can be used to meet the needs of your leads quickly.
#5 Reach the Right Audience on Social Media
Social media is the best place to meet new leads and start good conversations with them. Marketing automation helps you make the most of social media.
With marketing automation you can set up timed social media posts, design your schedule, well-planned your posts in front of the right leads at just the right moment.
It boosts your leads to more interaction, such as links to download or online events, special offers and more.
#6 Investigate Lead behaviors
Marketing automation makes it easy to investigate into your leads’ behavior and collect valuable information that you can use to improve your marketing efforts. You can learn a lot from lead behavior such as:
- Click patterns
- Time spent surfing
- Post engagement
- Pages visited
- Signups and downloads
With marketing automation, you can send out information that is perfectly suited to each behavior and designed to nurture those prospects.
#7 Offer Focused Information
Your customers like promised information. Information that isn’t useful or detailed to them will quickly be thrown out – and your business along with it.
With marketing automation, you can section your customer list by any number of reasons including downloads, purchase history, behavior on your website, social media engagement, demographics, and much more.
That means you can wisely build a marketing campaign for each segment, making sure your customers only see the information that matters the most to them. And, you can build a trust and guide them towards the sale.
Generating sales leads is dynamic for the growth and future of your business. Marketing automation takes the trouble out of finding and refining the most profitable leads, helping you build a stronger customer base.
Learn from real practitioners not just trainers.