The maturity of your digital marketing ecosystem has been diagnosed. And whether you’re still crawling or have reached the wisdom of an elder – a digital marketers’ job is never done. Digital marketing ecosystems must evolve and grow due to changes in technology, the market and your customers.
A powerful way to boost the maturity of your ecosystem is by adding a sophisticated lead nurturing campaign.
in a survey,
88% OF BUYERS SAID THE WINNING VENDOR THEY CHOSE PROVIDED A BETTER MIX OF CONTENT TO HELP THEM THROUGH EACH STAGE OF THE RESEARCH AND DECISION-MAKING PROCESSES.
Industry experts point out that connecting the dots — and the content — in ways that mirror the customer journey, is crucial. And that is exactly what a lead nurturing campaign will do!
This blog will guide you step-by-step through creating a lead nurturing campaign for your business. This includes creating assets catered to your target audience at every stage of their journey, maximizing the conversion rates of your landing pages and connecting it all with email sequences that progressively nurture leads towards buying from you.
I have worked tirelessly over years across multiple industries to perfect our lead nurturing campaign formula. Now, i am sharing it with you so you can boost the maturity of your digital marketing ecosystem.
MATCHING OFFERS TO YOUR BUYER’S JOURNEY
Although a single asset offered on a landing page is valuable, if your offer doesn’t match your buyer’s current mindset, you may fail to capture them as a lead.
THE SALES FUNNEL
Usually, before a person becomes your customer they must first travel through your sales funnel. The sales funnel consists of the different stages a customer goes through leading up to actually purchasing your product. Although it has “sales” in the title, this funnel is actually at the heart of marketing. That’s because it’s a marketer’s job to motivate a person to move from one stage of the funnel to the next.
The goals, and therefore mindset, of your potential buyer change drastically as they transition from one stage of your funnel to the next. And we call this series of changes in mindset the buyer’s journey.
THE BUYER’S JOURNEY
Typically the buyer’s journey is a three step process that aligns with the stages of your sales funnel:
Each of these stages requires a different piece of premium content that speaks to the wants, needs and concerns of your prospective customers. The next pages will break down the funnel in further detail and what to expect at each phase.
THE RIGHT CONTENT,
TO THE RIGHT PEOPLE,
AT THE RIGHT TIME.
TOFU – AWARENESS STAGE
In the Awareness stage, at the top of the funnel (ToFu), your buyer is trying to identify their challenge or an opportunity they want to pursue. They are also deciding whether or not the goal or challenge should be a priority. In order to fully understand the Awareness stage for your buyer, ask yourself:
- How do buyers describe their goals or challenges?
- How do buyers educate themselves on these goals or challenges?
- What are the consequences of inaction by the buyer?
- Are there common misconceptions buyers have about addressing the goal or challenge?
- How do buyers decide whether the goal or challenge should be prioritized?
MOFU – CONSIDERATION STAGE
At the Consideration stage, or middle of the funnel (MoFu), your buyer knows they have a problem that needs to be solved, or goal they are trying to reach, and are committed to addressing it. And they are ready to evaluate the different approaches or methods available to pursue the goal or solve their challenge. This point in the journey also marks a point of extended engagement where you’re nurturing a lead, building a relationship, and establishing trust between the potential buyer and your brand.
In order to fully understand the Consideration stage for your buyer ask:
- What categories of solutions do buyers investigate?
- How do buyers educate themselves on the various categories?
- How do buyers perceive the pros and cons of each category?
- How do buyers decide which category is right for them?
BOFU – DECISION STAGE
In the Decision stage, or the bottom of the funnel (BoFu), your potential customer knows the category of solutions to address their problem or goal – the “what”- but they need to determine which one -the “who”- can best solve that problem. Questions you should ask yourself to define the Decision stage are:
- What criteria do buyers use to evaluate the available offerings?
- When buyers investigate your company’s offering, what do they like about it compared to alternatives? What concerns do they have with your offering?
- Who needs to be involved in the decision? For each person involved, how does their perspective on the decision differ?
- Do buyers have expectations around trying the offering before they purchase it?
- Outside of purchasing, do buyers need to make additional preparations, such as implementation plans or training strategies?
LANDING PAGES – MAXIMIZING CONVERSION
Once you have created offers to match each stage of the buyer’s journey, you need to make sure the landing pages where they live perform as efficiently as possible. Remember the purpose of a landing page is to capture leads and must include:
1) a form to collect your lead’s information,
2) the content being offered, and
3) a call-to-action to fill out the form and redeem the offer.
TIPS TO MAXIMIZE CONVERSION ON YOUR LANDING PAGES:
- Focus on conversion not design – your page may look amazing but if no one is converting (submitting your form) it’ll all be for nothing!
- Your main goal is to get the customers to fill out the form – try to remove as many distractions as possible. We want to give them enough information to make a decision but not so much that they are taken away from the objective at hand.
- Use your personas to dictate the content on your page – try looking at their interests, what kind of language they use or what are some of the issues they may be facing.
- Let the nature of the offer dictate the length of the form on your landing page – Although it might be okay to ask for a Name, Email, Phone Number, Company Name, Domain and Industry when offering up a BoFu consultation, it might not be accepting when all you are giving in return is a simple e-Book.
EMAIL WORKFLOWS – NURTURING YOUR LEADS
Let’s imagine you’ve gotten your leads in the door, maybe they’ve even traveled to the middle of your funnel, but then they got stuck. They aren’t ready to buy your product or service just yet … so they don’t really have anywhere to “go” in your marketing process. You don’t have time to reach out to each one individually, so what do you do get these leads to travel further down your sales funnel?
Enter lead nurturing! Now, there are lots of ways to nurture leads — we’re not going to get into all of them — but the most basic and time-effective is through email “workflows”.
WHAT IS AN EMAIL WORKFLOW?
An email workflow is series of automated emails that will be sent — or not — based on a person’s behavior or contact information. With workflows, you can trigger actions based on any information you have about your leads, allowing you to send the right information to the right people at the right time. In this case you will be using workflows to nurture your potential customers from one stage to the next.
ANATOMY OF A CAMPAIGN WORKFLOW
I suggest including a three email workflow at each stage of the buyer’s journey. These workflows are triggered whenever a lead fails to move to the next stage of your funnel. These emails, “dripped” over time, give your visitors plenty of opportunities to move on to the next stage of their journey and more time, when needed, to make a full fledged decision.
Below is an example workflow of emails set up to drive visitors from one stage of the buyer’s journey to another.
EMAIL – OPTIMIZING FOR OPENS & CLICKS
Your average customer’s mailbox is likely cluttered with marketing messages, competitive subject lines, and scores of attention-seeking emails. So although you have set up your email workflow to send the right email, to the right people, at the right time, you still need make sure those emails get opened and people take the desired action.
TO IMPROVE YOUR OPEN AND CLICK THROUGH RATE:
- Use actionable language – Make sure you are using language that encourages your readers to do something. This can include words such as “get,” “download,” “register,” “reserve,” or “buy”.
- Personalize when possible – If you can add a first name or even company name to an email, you increase the chances of catching the attention of your audience.
- Include 2-3 hyperlinks in your content – Give your readers as many chances as possible (without annoying them) to click through to your landing page. Try to make sure your hyperlinks are phrases as opposed to single words.
- Include links for all of your images – Appeal to the visual learners in your audience by including links on all of the images in your email.
- Show the asset you are offering! – People are much more likely to want to obtain whatever it is you are offering if they can see it as a tangible object. This could be a thumbnail image of the content cover or even a magazine style mockup.c