How to Conquer Conversions with a Nurture Campaign

One of the biggest marketing challenges any business faces is how to convert website visitors to customers.

Business owners wonder why they have so many leads engaging with their blog posts, downloading their ebooks, and filling out their forms, and then…*crickets*...nothing happens. How’d you scare them away? Was it your website layout? Your graphics? Something you said..? 

Here’s the great news: it’s nothing personal. 96% of leads who visit your website for the first time are NOT ready to buy. And that makes sense, right? It would take a lot of work from the potential customer to find out who you are, what problems you solve, and why they should choose you over a competitor.

A lead is not likely to put in so much effort on the first visit. That’s where a nurture campaign comes in.

What is a nurture campaign? 

In growth marketing, a nurture campaign moves a lead through the sales process naturally, using the lead’s behavior to guide your communication.

By providing relevant information based on the lead’s location in the sales funnel, you build trust and increase engagement until the lead ultimately converts to a customer.

What platform is used for a nurture campaign?

The most efficient and cost-effective way to nurture leads is through email. Email marketing generates $38 for every $1 spent, putting the ROI at a whopping 3800%...an undeniably solid investment.

Furthermore, companies that engage in lead nurturing generate 50% more sales at a 33% lower cost, which could drive your email marketing ROI even higher.

What are the benefits of a nurture campaign?

A lead nurturing campaign does the following:

• Introduces your brand: connect to tell the lead more about your company and how you can meet their needs

• Stay in touch: 66% of buyers report that “consistent and relevant communication” was a major influence in choosing a particular business 

• Identify pain points and interests: data gathered throughout the life of your nurture campaign gives you loads of insight about your leads. Their engagement clues you into their challenges and what they find intriguing.

• Increase engagement: continue to bring leads back to your site and encourage interaction

• Generate new leads: contacts are likely to share valuable content, bringing new leads to your site organically 

How do I create a nurture campaign?

Email marketing automation is the way to go when it comes to nurture campaigns, although the setup takes some legwork. Here are the basics steps you’ll need to take to get your nurture campaign emails up and running:

1. Segment your audience:

   Define your ideal prospect segmentation categories, and market to them individually based on their unique interests, challenges, and location in the buying process. 
   
   

2. Offer something of value:

   Lead nurturing is not a “salesy” process. After a potential customer has expressed interest, follow up by helping meet a need. Ebooks, webinars, and whitepapers are examples of valuable content that will help build a relationship with your leads.
   
   

3. Send the right content at the right time:

   Pick content that appeals to each audience segment AND moves them along in the sales funnel. Each email you send should have a goal, such as “increase brand awareness” or “download pricing guide.” 
   
   

4. Be consistent:

   Space your communications over a set period of time in order to meet goals without being pesky. There’s no rush in a nurture campaign...just take your time and allow the buyer to progress naturally through the sales process.
   
   

5. Analyze and optimize:

   Evaluate your subject lines, offers, and calls-to-action. A/B test when possible and experiment to enhance your campaign.

Could a nurture campaign boost your business?

With a smooth and stable nurture campaign, you can be sure you’re making the right moves to convert visitors to happy customers. If you could use a hand getting your campaign up and running, reach out to the experts at Tobe. We love this stuff!