In B2B marketing, lead nurturing is about establishing positive relationships between businesses and brands. Customers must feel that the brand is investing in them all the way through the sales funnel. Let’s look at some of the tools that form the backbone of well-crafted lead nurturing campaigns.
Driving traffic to your website can be via your social media channels, word of mouth and marketing strategies. Once your leads land there, it’s important to keep them engaged with easy navigation and relevant content that appeals to their interests – a strong content strategy will help to boost your website rankings.
Allowing your customers to find you via an online search is one of the most effective ways to generate leads that are a good fit you’re your business. Choose keywords and include them across your emails, social media and website and optimise meta descriptions and your website for mobile. Build links and boost your domain authority by publishing good quality content that will attract links from other websites.
Brands automate marketing, most typically email comms, across channels to ensure consistency of message and provide the right message at the right time. According to a recent report, 57% of B2B companies say that marketing automation has been very beneficial for their company. [B2Bmarketing.net and Circle Research]. Another report found that 80% of marketers who use automation software drive up to 451% more leads [VB Insight].
A lead nurturing email automation campaign takes customers on a journey based on their interactions. Using data, analytics and user behaviour research, emails can be
personalised, highly relevant and engaging. Automation can be used to drive long-term engagement – 55% of marketers say that email campaigns drive increased ROI.