Capturing new leads is the lifeblood of any organisation. You know it takes time, effort and ultimately costs money with content creation and amplifications costs. So when you get leads, you don’t want to lose them. That’s where a lead nurture email sequence helps. It helps leads who have already engaged your brand get to know you better.
How do you turn that lead into a fan and then a customer? Steadily. Patience is a virtue during the sales process and the real art is to not make it a sales process, rather, an exercise in providing value in the form of information, education or entertainment. Sure, you will have a call-to-action and clear pathway to purchase, but no one wakes up and hopes their day involves your brand selling to them.
What is a Lead Nurturing Email Sequence?
A nurture campaign involves a series of emails sent to leads captured on your web assets – such as competitions, subscriber box, landing pages, social pages, forms, and more. These newly captured emails addresses are segmented into lists within your marketing automation platform, and then delivered as a series of emails on a predetermined schedule using the autorespond feature.
This series has different content to an Email Welcome Series, which is triggered by a purchase – existing customers have different needs to a lead who is interested but not quite ready (or convinced by you!)
An email series to new leads are pre-planned and designed to deliver information in a staged series that introduce your brand and gradually increase a potential customer’s exposure to what you offer. The effect is like forming a relationship, where rapport and your credibility are established. This enables you to present solutions to the common problems that your ideal target customer shares. The trust and authority established over this time can position your brand as the preferable choice when the time is right.
What content should I put in a Lead Nurturing Sequence?
Respect the fact that the relationship with your lead has just started. You don’t want to come off too strong, so the less sales and promotion the better.
Providing education around the key problems that your audience faces will set up your authority on the subject matter. Relevant and helpful information around industry insights, products, research findings, personal interests improves your chances of being opened.
A clear and singular call to action is always recommended. Too many options generally leads to indecision.
Sick of the sound of your own brand’s voice? It doesn’t always need to be about you. Customer experiences are another great way to give value to and showcase your solutions to real world problems. These could be customer reviews or detailed case studies.
Pictures and Video
If your brand is highly visual then video lends itself to explaining and showcasing your wares in action. It could be a basic demo or an in-depth tutorial. A video content marketing study by Tubular Insights reports that 96% of B2B organisations use video for marketing and 73% of respondents said it provided positive ROI.
Other visual ways to inspire potential customers involve using pinterest style boards in triggered emails to show off products, giving a curated pinboard feel rather than a sales email.
Humour is always appreciated so providing a related meme, or a fun read purely for enjoyment is another option. If this is the style of your brand you can also include user generated content in the same vein.
You can also use current events to amplify your marketing efforts. Newsjacking is about capitalising on a current event to showcase your brand. Mention a trending topic as a hook that relates to something you do, and you’ve got a topical reason to talk about how your services relate to it.
Sure, every precious day that we are alive and well on this spinning rock is a special day, but those special calendar days dotted throughout the year such as Valentines Day, Easter, season changes and more, provide an opportunity to ride the wave and entice leads with relevant content and special offers.
How to execute your lead nurturing email campaign
Typically a lead nurture email sequence is pre-written and loaded into a marketing automation platform such as TractionNext, which provides the ability to set up triggers and sequences based on customer actions. You can integrate all email marketing with your broader marketing campaigns, or you can use email as a standalone channel for specific campaigns.
For more strategic advice and tactical tips on email marketing and automation, delve further into our industry-leading blog.
Alternatively book a call a digital expert at Traction Digital, and take your marketing automation to the next level.
About Traction Digital
Traction Digital are experts in acquisition and engagement, streamlining the execution of cross-channel marketing campaigns, including lifecycle email, abandoned cart, promotions and ROI tracking.