Lead nurturing: the channels you should be thinking about

Impulse buys rarely happen in the B2B world, particularly if your product is of high value and requires time to research. According to The Marketing Donut, 63% of those who request information about your product may not purchase for at least three months, and 20% may take over 12 months to make a purchase.

So how can you move prospects further down the sales funnel and turn them into qualified leads? It’s called lead nurturing and here we share the six marketing channels you should be thinking about when devising your strategy. Plus the option to download our free guide, Lead nurturing: The secret is in CRM, for the seven dos and don’ts of developing a successful lead nurturing strategy.

  1. Email

The key to building relationships and trust with your prospects is a one-to-one approach, and email is one channel that allows you to do this (and automate it). A lead nurturing email program is a great way to onboard potential customers. You can set up and send triggered emails that introduce your brand, the services you offer and why you’re better than your competitors.

  1. In store

Stores are a physical touchpoint of your brand so the need to provide a consistent customer experience is essential. What do your marketing communications say versus the spiel from your in-store sales team? Make sure everyone’s on the same page and your customers will be too.

  1. Social networks

With more than 2 billion active social media users worldwide, it’s obvious you should be across the different networks. But which ones? You’ll need to work out where most of your prospective customers are, and tailor your messaging depending on which social networking sites you’re focusing on. What you post on LinkedIn should be different to what you say on Twitter, for instance; two very different audiences.

  1. Retargeting ads

This approach is a good way to tempt potential customers back to your site. Ads tailored towards the different parts of your sales funnel, and targeted at the appropriate prospects, is a good “hi, we’re still here” reminder. Throw in an exclusive limited-time offer and the sale could be yours.

  1. Events

Sometimes there’s nothing like a bit of face-to-face interaction to build up that all-important relationship. Here’s your chance to get key leaders in your organization to showcase the USPs of your product and do some networking. After all, 75% of digital marketers say face-to-face events are the most effective marketing tool (source: Usabilla Blog).

  1. Website personalization

As your lead nurturing strategy progresses, you should be collecting as much data on your prospects as you can. Every additional interaction your potential customer has with your brand should be more personalized than the last, and your website is an important place to do this. Use the data you hold to serve up different web experiences for unknowns, cold engagements, warm engagements and sales-ready leads.

Don’t know what to do next? Download our guide, which will equip you with the dos and don’ts of developing a successful strategy.

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