Lately, there has been a profound change in the buying behavior of customers. Marketers, on the other hand, have a lot on their plate— mainly in the B2B buying environment. It wouldn’t be surprising to consider B2B marketing as an inbound process where buyers are currently calling the shots instead of the unassuming marketers. Moreover, the sales cycles have been excruciatingly slow— as enterprises are busy with lead nurturing instead of concentrating solely on generating revenues.
According to reports, nurtured leads generate almost 47% higher revenues as compared to the non-nurtured ones. Moreover, nurturing the existing leads allows enterprises to generate 50 percent better sales-ready clients and that too at a 33% lower tick. Further ahead in this article, we shall look at the ten existing techniques for nurturing a buyer’s journey— leading towards a successful campaign that’s tailor-made for a multi-channel, B2B marketing setup. Moreover, the current hierarchy for lead nurturing involves the following set of actions in the enlisted order. These include creating awareness, keeping up the interest levels, understanding considerations, making purchases and finally retaining customers.
Let us look at some of the tactics used for nurturing a buyer’s journey:
- Personalize Everything
Despite the progressive inclinations toward inbound marketing leads, customers are best targeted with personalized emails. Email marketing, therefore, is still the mainstay of a digital marketing campaign and this actually vindicates the concept of personalization.
However, mass emails aren’t functional anymore, and enterprises need to rethink their mailing strategies. Reports suggest that personalized campaigns— including an email-centric approach— bring forth improved click through rates and even better conversion rates.
- Custom Personas Help
This tactic works wonders if companies work with an anonymous customer base. Customizing the email marketing endeavors or adding a host of targeted analytics can help enterprises with lead nurturing. Creating buyer personas involves focusing on interviews, group discussions and everything that concerns interacting with customers.
- Communicate with Individuals
Modern day B2B marketing campaigns are dubbed as H2H or human-to-human, courtesy the shifting trends towards relevancy and personalization. The idea here is to concentrate more on warmth, friendliness and humor. As the society demands transparency, it is important for enterprises to communicate with buyers at the ground-level precisely for nurturing the existing and even prospective leads. Companies can start by thanking customers for sharing contact details, downloading stuff and even answering targeted call to actions.
- Improve the Social Quotient
Social media comes across as a vital cog in the entrepreneurial marketing channel. It is therefore important to join conversations and engage with buyers on select social platforms. That said, listening is also a key component when it comes to engaging better with customers and prospects. One way of addressing this approach is by adding social sharing tabs to the content. Enterprises must include the same for emails, display ads, landing pages and even e-newsletters.
- Re-target Prospects
There shall be many leads visiting websites and leaving without making a purchase. Retargeting these prospects can improve the conversion rates in the long run. One aspect of retargeting is that companies can start pitching once the user goes online. The first approach comprises of banner ads which come in handy when anonymous prospects are considered. Enterprises which are looking to amplify their marketing game need to follow the invisible footprints and work accordingly.
Usually, customers turning into leads are forgotten and new prospects are concentrated on for the subsequent campaigns. Companies, looking to nurture leads must never let this happen as one happy customer can be easily converted into a trusted lead for a different program. While retargeting massively contributes to this process, there are other aspects of interacting better with existing customers.
Enterprises should deliver instructional videos and even congratulate customers on their recent purchases. As it is important to keep the customers engaged and involved— asking them for reviews and other suggestions over social sites— is a pretty handy option.
Lastly, open up with offers and upcoming promotions by giving existing customers the first peek into a new campaign.
- Deliver Customized Content
It is evident from a recent study conducted by marketing stalwarts that at least 70% of enterprises are creating more content to offer improved value to buyers and prospects. This needs to continue to for better sales conversions and higher revenues.
- Build a Flexible Content Library
Creating content should come naturally to companies. Having a content library can readily serve the purpose as customers will always have something to fall back on. Starting small is the first step towards automated content creation and shaping up a balanced library is one prime example of effective marketing automation.
The next step involves re-purposing content by collecting material from a host of websites. Lastly, companies must ensure that the gates to a virtual content library are open for customers, prospects and even the leads.
- Add Videos
As put forth by Forrester Research, even 60 seconds of a video can save up to 1.8-million words. Moreover, Forbes Insight suggests that almost 59 percent of executives prefer watching a video instead of reading through a piece of text. About 50 percent of executives watch business-specific videos and nearly 65 percent of viewers head over to the marketer’s page upon watching the same. Thus adding videos should be a prime focus in nurturing a buyers’ journey.
- Automate with Precision
While the concept of automation might sound contradictory to the main essence of this post, managing a customer-centric campaign requires that approach. Manual systems are usually not capable of handling multi-channel marketing requirements hence automation needs to be used albeit, with higher precision.
Nurturing the buyer’s journey is imperative to the success of inbound and segmented marketing campaigns. In simpler terms, nurturing leads usually focuses on the steps involved in the process of customer generation and customer retention. As the buyer’s journey forms the bridge between sales and retention, it is important to be mindful of the same