Over time, many marketers will see a dip in their lead nurturing programs. It’s normal: prospective buyers may find other options for products or services. And at some point, your less-engaged audiences may simply churn out of your funnel.
The first step to improving your lead nurturing program is to understand that this natural cleansing process is healthy for your business.
As tempting as it may feel to want to keep everyone engaged with your email campaigns, it’s important to take a step back and reflect upon how much your company has likely changed over the last few years. It’s essential to be forward-looking, which is why you shouldn’t sweat the small stuff.
So how can you find more of your best audiences? Try embracing these three simple tips:
Look for Non-Traditional Engagement Drivers
Is your marketing strategy more of the same, or are you actively taking steps to differentiate your company?
In a digital ecosystem where audiences are more scatterbrained than ever, it’s mission-critical that all brands bring something unique to the table. Instead of creating an eBook, for instance, you may want to create some reusable templates. Or if an eBook is right for your audience, you’ll want to make sure that you’re putting a new spin on the topic you’re covering.
Don’t feel like you need to do what everyone else is doing. When it comes to lead nurturing, you’ll want to take an approach that works for your unique audience.
Send Fewer Emails
Sounds counterintuitive, right?
That’s because, as a marketer, you’re likely hyper-focused on achieving results for your company. Your audiences, on the other hand? Not so much—they’d rather conduct their due diligence, with plenty of time and space to evaluate their options.
That’s why, back in 2011, Marketing Sherpa found that fewer emails yielded more sales.
When you stop bombarding your audiences, they’ll take your company more seriously and won’t equate your brand with noise. Make more of an impact with your target audiences by sending fewer emails.
Prioritize Learning Above Selling
The best way to increase your close rates through your lead nurturing programs? Stop trying to close.
Instead, examine your leads’ needs: pay attention to the messaging they’re responding to, the content they find most engaging, and the questions they’re asking before deciding to become customers.
Focus on learning as much as possible so you can make your marketing better. With this approach, the sales will take care of themselves.