How To Nurture B2B Leads With Low-Pressure Emails
When was the last time you bought something on the spur of the moment? At the checkout line, we all make impulse purchases ( "Do I require any batteries? It's a good idea to have some on hand just in case "( When it comes to B2B purchases, however, consumers are significantly more cautious.
This, however, does not imply that your B2B company is doomed. You're not alone if your prospects don't buy on their first visit to your website. This is the standard.
Let's have a look at:
- B2B Leads come in a variety of shapes and sizes.
- Identifying objectives for each type of lead
- How to use low-pressure emails to nurture each type of lead
A sales funnel is a series of steps that leads to The trip of the buyer. The selling procedure. Pipeline for marketing.
All of these concepts apply to how you view your leads. "Sales funnel" is a term I favor. To me, this conjures up a picture of a physical funnel, with a very broad top and a very tight bottom.
This is similar to purchasing behavior; your audience may be enormous, but the amount of people who commit to buying is limited.
Having said that, we can't state that the sales funnel has only two stages (the top and bottom). Let's take a closer look at this.
Pamela Vaughan, a marketing manager at Hubspot, has shared this sales funnel diagram.
Allow me to explain.
These are the sales leads that are being pursued. They are qualified and have shown an interest in the subject.
These are leads who are actively engaging with your firm, as opposed to those who have downloaded free stuff. They interact with your firm on a regular basis, they follow you on social media, they frequently visit your website, their brand aligns with yours, and they follow you on social media. Someone who raises his hand for a free demo is usually ready to be sold to.
We categorize leads based on where they are in the purchasing process. People that download a short, free piece of content are most likely at the start of the buying process. Those who download a white paper or attend a webinar, on the other hand, are usually further along in the purchasing process.
These are the people who visit your site. They may have discovered you through an organic search, social media, or another form of reference.
They've signed the contract and are now satisfied customers. Everyone enjoys this section of the sales funnel.
You can't possibly treat everyone that enters your sales funnel in the same way. Each one necessitates a unique touch.
Just because someone has reached the top of the sales funnel doesn't mean you should stop setting goals.
At this point, your goal should be to convert delighted consumers into brand advocates. Offer incentives via email and social media to accomplish this.
In order to market quality leads, you must build trust in your brand. This isn't something that happens over night.
Rather, you should continue to give them with useful content that is suited to their specific need.
You must provide value to your visitors in order to generate leads. Create free content, like as infographics, eBooks, SlideShares, films, and webinars, to do this.
I advocate gating this content, which means that in exchange for the content, your visitor will have to give over some personal information. To begin, you can usually only ask for a name and an email address.
Visibility and brand awareness should be at the forefront of your aims for attracting visitors. How to do so will be the subject of a future piece, but for now, here are two strategies to remember. Social media is an excellent approach to raise awareness and visibility, while keyword optimization is a means to drive traffic to your website.
No one wants to receive a high-pressure email, whether they are at the top or bottom of the sales funnel. Let's go over some best practices for using an email pipeline to nurture those leads.
When sending emails to MQLs, many of the same criteria apply. But now we'll speak about what kind of content and offers you should make to MQLs.
Because MQLs are often people with whom you've had some social media interaction and who have downloaded many offers or returned to your site frequently, you'll want to start assisting them in developing confidence in your business.
You may now send them promotional offers such as free trials, coupons, or introductory pricing through email.
But there's a word of warning. In your emails, you should still use a more conversational tone. You don't want to come across as someone who is just trying to get a sale by being pleasant at first.
Customers should not be overlooked. You can still send them great content to show you value their devotion, even if you aren't sending them offers with the intention of converting them.
When emailing consumers, always use a courteous tone to show them how grateful you are for their business.
Imagine Joe Buyer takes a look at your eBook and decides to download it. The content is delivered to his inbox. Later that afternoon, he receives an email from your company informing him that you hope he enjoys his eBook and that he should click on this link to join up for your webinar (for a price).
Is it likely that Joe Buyer will follow the link? It's really unlikely.
However, suppose Joe receives an email from you, Jim Seller, three days after receiving his eBook. You express your sincere wish that he enjoys the eBook he downloaded. In fact, he can subscribe to your blog for more free stuff.
Isn't that a little better now?
Here are some pointers on how to attract people to read your emails:
Make the subject line clear and concise so that it can be read on mobile devices. Don't leave it up to others to figure out why you're emailing. Isn't it irritating to receive emails with subject lines like "I've discovered the greatest answer for your mobile marketing needs and I'll reveal it to you here"? That is a no-no.Don't cram too many graphics into your presentation. They can take an excessive amount of time to load.Establish a friendly tone. The email should not come across as a sales pitch. It should sound like a letter from someone the reader knows through a mutual friend.Make a strong call to action.Send during non-peak hours or days. According to studies, the greatest day to send emails is Tuesday, followed by Thursday, and then Wednesday.Please don't bombard them with emails. Before reaching out again, wait at least a few days.
Email marketing doesn't have to be the same used-car salesman technique it used to be. Remember, your only purpose is to be available to your audience and to give them with useful information.
Because LinkedIn accounts for 80% of all B2B leads, it makes sense to have a well-designed LinkedIn Company Page. Don't know how to do it? Check out How to Create the Perfect LinkedIn Company Page, my most recent guide.
A lead nurturing email campaign is a tailored, automated email campaign used by marketers to take customers on a journey that may influence their purchasing behavior. Lead nurturing email programs are highly targeted, personalized, and beneficial. They provide recipients with actionable information that motivates them to take action.
B2B leads are persons who have been recognized as possible customers for your organization in the context of B2B lead creation. They can be classified as those who are likely to benefit from your product or service.
B2B sales leads can be generated through advertising, cold outreach, and referrals. A B2B marketer's main responsibility is to produce leads for the sales team. Marketers who are less experienced may rely on simple tactics to generate volume rather than qualified sales leads.