Lead Nurturing Tips from HubSpot’s Best Practices
A keener understanding of lead generation is moving many business website ahead of their competition.
Originally posted by SavvyPanda in March, 2013.
If you’re like most marketers, you’re always looking for ways to improve the value of your lead generation efforts. While there are a variety of ways to do this, one of the most effective approaches is to nurture leads until they’re ready to buy. And the more refined your approach is to nurturing the prospects already in your pipeline, the better your results. We can guide you on how to leverage lead nurturing from your web content marketing to increase high-quality leads and decrease your cost of customer acquisition. Lead nurturing can be summed up defining it as the nuances of your business leads’ timing and needs. It makes it possible for marketers to create marketing communications fast and to stay top of mind for new prospects.
But if you’re new to the concept, building an effective lead nurturing program can be difficult. In a recent article, Jeffrey Russo, Product Marketing Manager at HubSpot, shared four best practices that HubSpot uses to nurture their leads internally. Since this is very similar to what we do here at HiveMind Creative Marketing Agency, I thought it would be a good idea to share our take on some of their tips.
Lead Nurturing Tips
1. Start Nurturing as Soon as Prospects Express Interest
Lead nurturing doesn’t have to wait until a prospect has expressed purchase intent. You can start nurturing individuals as soon as they express interest in any part of your business, even if it’s just your blog content.
Both HiveMind and Hubspot, for instance, considers a subscriber to be anyone who signs up for a regular email digest of their blog. After someone subscribes, they receive a steady stream of content providing useful information (such as tips for blogging better for business) with a brief introduction to their offering and an offer to learn more.
By engaging early on and providing useful content, you can convert subscribers into leads and then nurture them along the sales cycle. Additionally, think about using LinkedIn for Lead Generation.
2. Create Content Your Audience Will Love
Given how the Web has empowered buyers, marketers have to shift away from self-centered content and provide information that’s useful to their buyers. That’s why we created our Lead Nurturing Handbook, Essentials of Internet Marketing, and the Digital Marketer’s Glossary. These guides provide information such as best practices, simple processes, and practical pointers on a range of marketing subjects of interest to its largely B2B corporate marketer prospects. This type of content saves potential clients a ton of time, helps them stay on top of marketing trends and is generally useful. These guides have been downloaded numerous times each and have helped HiveMind successfully land many new clients.
3. Segment Your Audience to Improve Results
Audience segmentation is a key compound of any effective inbound marketing program, including lead nurturing. Both HubSpot and Hivemind segment their audiences based on marketing persona and life cycle stages. Creating personas is a highly effective way to create targeted content to nurture leads. For example, here are some sample personas created by Hubspot:
The next step is to combine these personas with the prospect’s lifecycle stage – where they are in the buying cycle. For example, here is a sample nurturing campaign from Hubspot targeting the Marketing Mary persona, who is considering a purchase:
4. Use Dynamic CTAs to Personalize Marketing Messages on Your Website
Personalizing email communication is an important component of effective lead nurturing, and at this point in time is practically a given. Want to up the ante? Personalize your marketing messages outside of email as well.
What do we mean by this? Your website, naturally. You can personalize marketing messages on your website (thereby avoiding showing every website visitor the same static and generic message that may or may not apply to them) by using dynamic calls to action (CTAs). Dynamic CTAs display a different CTA to different visitors based on preset rules that recognize whether a visitor is an existing subscriber or customer – or wherever else they may be in their buying cycle.
Using dynamic calls to action, you can avoid prompting visitors to sign up for a newsletter they’re already subscribed to, or invite a current user to learn more about your products. The goal is increasing the likelihood that a visitor will connect with the content that is most relevant to them and most likely to encourage them to stay engaged right up until the point of purchase.
Take on Your Lead Nurturing One Step at a Time
If you’re just getting started with lead nurturing, it can be overwhelming. We recommend starting with the end in mind and address your biggest groups of leads first, then scaling incrementally. That way, you learn as you go and don’t feel like you’re taking on a massive project from the onset.
Business lead generation, by definition, is the process marketers use to stimulate and capture buyer interest in a specific service or product. – Marketo
Today’s buyers are savvier and the purchasing process has evolved. We offer services that find innovative methods to reach your buyers and help you be heard through the chatter. For more insights, read our tops for effective lead generation on landing pages.
Do you have any lead nurturing tips for improving your lead nurturing campaigns? Leave a comment below.
Call us at 408-266-3162 to drive your lead generation tactics.
Also published on Medium.