Your product personas can do more than retain and upsell current customers. They also can help attract leads through services that inbound marketing agencies provide—content marketing like blog writing, social media marketing, website search engine optimization, email marketing, and search engine marketing like pay-per-click advertising.
Inbound marketing is effective in getting qualified leads. But we also know between 40% and 70% of qualified leads are not ready to buy. So, what do you do during the prospect’s decision-making phase? You do something 65% of marketers say they don’t do—you nurture your leads. By nurturing leads with digital marketing, you’ll turn them into quality customers who have higher order values and become more loyal.
Here's the best recipe for lead nurturing:
1. Stay on message. Craft messaging for each stage of the buying cycle for each persona. The lower customers are in the sales funnel, the stronger your call to action should be. Be clear in messaging and remember WIIFM.
2. Use a multi-channel approach. Ask your inbound marketing agency for help writing keyword-rich blogs, informative emails, eye-catching social posts, and effective pay-per-click ads.
3. Reach out multiple times. It takes about 10 marketing touches between awareness and purchase. Don’t let the number intimidate you! Those touches may include an email drip campaign or one-on-ones with a salesperson.
4. Align marketing and sales. Both marketing and sales need to be accountable for nurturing a customer. Determine which will take up nurturing duties at each point in the sales funnel
Companies that do well with lead nurturing generate 50% more sales-ready leads at 33% less cost. Inbound marketing is important to lead nurturing because it builds awareness and trust, makes your company more memorable, and assists your sales team—all at a lower cost than other strategies.
Inbound marketing services from an inbound marketing firm like Imaginasium can get you started on the road to aligning your products with the right customer. With our expertise in content development that puts search engine optimization and keyword strategies at the forefront, your company will resonate with current and prospective customers.
Are you ready to find your ideal customers? Let’s get started!