Article

Why is it important? Nurture marketing is important for many reasons, whether it’s offering a new website referral pricing information or educational content to download, it’s an effective way to gain a long-term customer versus making a quick sale. It can also positively impact your bottom line. Let’s take a look at the facts:

• Fifty percent of leads are qualified but not yet ready to buy. (Source: Gleanster Research)
• Forty-seven percent of nurtured leads make larger purchases than non-nurtured leads. (Source: The Annuitas Group)
• Companies that excel at lead nurturing generate 50 percent more sales ready leads at 33 percent lower cost. (Source: Forrester Research)
• Nurtured leads produce, on average, a 20 percent increase in sales opportunities versus non-nurtured leads. (Source: DemandGen Report) 

• Identify goals. What’s your objective? Do you want to convert web referrals into qualified prospects? Stay in better touch with existing customers or prospects? Set metrics to measure your success before you get started.
• Review your data. Get a complete understanding of your website traffic, where it’s coming from, who your leads are and where are they in the buying cycle.
• Develop a strategy. Identify how to personalize your content to align with your goals. Through email, social media and content marketing figure out how to best communicate to your different audiences. 
• Create content & implement your campaign. Valuable and relevant content is key in nurture marketing from whitepapers to videos to social media. Make sure you’re speaking to your audience at different stages of the buying cycle. For example, try to make content valuable that’s not always about your product, but trends or helpful information for the customer. Remember to be interesting and tell stories that your potential customers would care about. A good litmus test is to ask yourself – what would I want to know?
• Measure results & optimize. A key component for any successful campaign. Measure your results, review the analytics and optimize your campaign from the findings. For example, look at a popular blog post or video on your website and see how engagements correlate to sales. Downlaod a full guide HERE on lead nurturing.