Inbound marketing is one of the most effective ways of driving online business. Previously, active steps had to be taken to find and secure markets, steps that were often seen as intrusive and annoying. By using quality content, inbound marketing pulls prospective customers to your website and products, helping to nurture leads. The most effective inbound marketing strategies align website content with customer’s needs. When they 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 – attraction, conversion, closure and product satisfaction. The tools needed to complete these actions include blogs, social sites, content rich landing pages, surveys, calls to actions and emails. Prospective customers need to see your approach as relevant and helpful, not as something unwelcome and intrusive. When you use emails to carefully nurture leads your click-through rate will soar.
Improve your email marketing and nurture leads
Several types of emails nurture leads and generate click-throughs, such as :
- Emails to connect you with your client
- Emails with offers
- Emails that educate and improve
- Emails that are personal and re-engage
Create success with emails that connect
To nurture leads invite recipients to subscribe to your blog or social media activities. 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.
Emails offers they won’t want to refuse
You’ve got a fantastic product, now nurture leads by sending out offers that match your prospective customer’s desires. Start with offers that match their expressed interests, then as they become more committed to your product, channel them with special offers or free trials.
Use emails that educate and improve
Educative 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 B2B marketing provide information and education that will benefit your contacts at work, and 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
Re-engage actively with leads that haven’t visited your site recently, by asking for feedback. This re-engages you with a lead, as well as 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.