Inbound marketing is one of the most effective ways of driving online business. In this article, we’ll show you how you can nurture leads with email marketing, using the inbound methodology.
Prior to inbound marketing, you probably had to take active steps to find and secure markets. These steps were often seen as intrusive and annoying.
Rather than using ‘pushy’ marketing tactics, inbound marketing pulls prospective customers to your website and products. High-quality content plays a pivotal role. The most effective inbound marketing strategies align website content with customers’ needs.
When visitors click on your website, they are stating an interest that you can convert and close into a deal, whether its B2B or B2C.
The tools of inbound marketing
Inbound marketing relies on four strategic actions:
- product satisfaction
The tools needed to complete these actions include:
- social sites
- content-rich landing pages
Prospective customers need to see your approach as relevant and helpful, not as unwelcome and intrusive. When you carefully nurture leads with inbound marketing, your click-through rate will soar.
Nurture leads with email marketing
Several types of emails nurture leads and generate click-throughs. These include emails that:
- connect you with your client
- contain offers
- educate and improve
- are personal and engaging
Create success with emails that connect
To nurture leads, invite recipients to subscribe to your blog or social media activities. Following this, become as widely connected to as many prospects as possible. Be visible in their daily lives and encourage them to connect with you and your brand.
Email offers they won’t want to refuse
You’ve got a fantastic product, now nurture leads with email marketing by sending out offers that match your prospective customers’ desires. Start with offers that match their expressed interests. As they become more committed to your product, channel them with special offers or free trials.
Use emails that educate and improve
Educational emails are a quick way to shorten the sales cycle. Monitor on and off-site behaviour and engage with interests to further the knowledge of prospective customers. Don’t make emails too sales-oriented, but always customer focused, edging them towards closing a sale.
If you’re focusing on a B2B market, provide information and education that will benefit your contacts at work. Help them work towards a promotion or business goal. If they think an engagement with you will develop them, as well as benefit their business, you will successfully nurture leads.
Use personal emails to re-engage with customers
Ask for feedback from leads that haven’t visited your site recently. This should help you re-engage them whilst providing you with useful product and website information.
Although every email sent to nurture leads should have personalised qualities, it is also useful to send personal emails that haven’t been automatically generated. This is especially valuable towards the end of a sales cycle when close to making a sale. Offer an opportunity to chat, either online or by phone, and your customer service will shine through. Excellent customer service is one of the biggest ways to nurture leads and guarantee future sales.