One of the keys to generating more business through your website is lead nurturing.
Lead nurturing is about building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Recent studies indicate that as much as 95% of visitors to your website are simply researching and are not ready to talk to a sales person. However, up to 70% of visitors will eventually become a customer – just not necessarily yours.
With more research and comparison of price and services carried out online, buyers are not engaging with the businesses they are browsing until much later in the decision making process. Any leads you generate through Search Engine Optimisation or other online marketing, will therefore need to be nurtured to increase your conversion rate.
Here are two important steps to successful lead nurturing:
- Score all incoming leads with Google Analytics
Using Google Analytics and other information, you can learn how better to determine when a prospect is likely to be sales-ready. This information also enables you to build a strong set of buyer profiles for your lead nurturing programme. Areas to look at include:- Has the prospect visited “high-value” pages such as the pricing or contact information pages?
- How often has he/she visited your website? Which search terms did the prospect use?
- Which of the above factors change for visitors before and after registering on your site?
- Have other prospects from the same IP address visited your Website?
- Has the prospect responded to your email campaigns or offers?
- What interactions have you/ your sales team had with the prospect and when?
- Create a stay in touch campaign
Stay in touch campaigns form the backbone of lead nurturing by “dripping” out relevant content to prospects over time. A well-executed stay in touch campaign will help keep your brand top of mind so that the prospect will contact you when they are ready to move to the next step. Content should be designed to help to inform, educate and build trust and credibility for your company, and will vary depending on your different buyer profiles.
Types of stay in touch campaigns include:- E-newsletters
- Email auto-responders (used when clients first join, download or purchase a product or service)
- Blogs
- Social networking
Web Tonic can help you develop a stay in touch campaign for your target market, as well creating effective opt-in methods to grow your database of contacts.
You can learn more about getting better results from your website here .
Or contact us to discuss how to improve your website’s lead nurturing capabilities.