Common Mistakes In Lead Nurture Strategy To Be Avoided In 2020

lead nurture strategy

In the initial stages of business you must focus on gathering an audience from which you can fetch quality leads. It’s essential that you turn that audience into quality leads through smart lead generation. But there are quite a few mistakes that seem to come up along the way. These mistakes can cause problems getting you the results you want for your business. Before you watch all your traffic go on by without turning into a lead, take a look at a few mistakes in lead nurture strategy you should be avoiding.

Missing or non-existent landing pages

When your web page receives traffic because of a promotion or ad, you must have a landing page that is related directly to what your audience clicked on. If you make them land on a full-content web page then there is a huge chance that they will leave and go somewhere else. The landing page should be the one that directs your audience and doesn’t misguide them. That’s how they go from traffic to a lead because you are gathering information.

Want to know more about getting high quality leads? Read our blog

Performing too generic tasks

You want to have information and details that can attract a plethora of types of businesses to yours. It’s somewhat of a two-way street though, because you don’t want to be too generic in hopes of attracting everyone.

It’s up to you to narrow down your audience a bit and figure out exactly what kind of information they are interested in. By producing more personalized content, you will find better matches for your company.

Investing too much or too little on Social Media campaigns

Customers are driven by social media today. In fact, the entire world is. Everyone is on Facebook, Twitter, Snapchat, Instagram, and other platforms. This makes companies invest more on social media marketing.

However, they do happen to make some mistakes that drive their audience away. Either they are not putting out enough information, or basically, they start up a page and leave it. Or, they are dumping too much information out and overloading their visitors. What works best is when companies distribute quality content at decent intervals to catch and keep the attention of the audience.

Unable to nurture leads

Many marketing teams think that when they get a lead to land on their page and complete the campaign, they are done with the process. That’s not exactly true. Only a little over 10% are ready to make a purchase when they respond to campaigns. To get the remaining traffic to commit to something, you have to nurture the leads and give them some personalized and focused attention to keep them interested. And marketing automation is of great help here.

Marketing automation is all about timing. A great follow up strategy would be to find out whenever a prospect’s timing is changing to your advantage and to build a relationship with prospects whose timing isn’t quite right yet.

Marketing teams struggle to figure out the perfect and most nurturing message to send out to their leads. But a smart marketer knows how to control emotions through email copywriting, social media messaging, etc, which is an aspect often overlooked.

Nail social media marketing with these hot and trending tips!

Irregular monitoring and updates

In B2B lead generation, you can’t just set and forget about your campaign. You might be getting a good number of leads, so you think your job is done and you can keep doing the same thing. Well, what works at one time isn’t necessarily going to work later on.

In order to build successful campaigns, you must keep a close eye on what’s working and what isn’t. The methods that aren’t working need to be tweaked and updated so that they can start getting results again.

Quitting too soon

Once you try and make contact with a potential quality lead, there is a good chance that they aren’t going to respond. In fact, it takes about 5 attempts at reaching someone through a lead generation before it is successful.

This means you can’t email them once and when they fail to answer you, forget about them. It’s only going to work if you keep working at it with consistency. Stick with them remaining consistent with your nurturing until they are ready to make a decision in your favor for an effective lead nurture strategy.

Ineffective or missing CTA

Your CTA is the most crucial part of the whole process of lead generation. It informs and educates your visitors what to do next. It’s when they click through on a free trial, email list, or download something from your site that you gather their information.

If an effective CTA is missing, there is no other way to collect the details you need to try and convert those leads. Make sure that your CTA is noticeable and easy to proceed with. If you put an overly complicated CTA, your traffic isn’t going to bother with it. Keep it clear and simple, you will see how well your CTAs work that way!

If you would like to know more about lead nurture strategy and marketing automation, please visit LeadMi!

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Blog Cover Photo by Oli Dale on Unsplash

 

What Is Lead Generation And How Is It Useful For Your Business?

what is lead generation and how is it useful for your business?

We are living in a world that is so competitive that there is a substitute for every product and service. Brands are hustling to provide better experience and value for money to meet the increasing customer demand. In order to survive the competition and dominate the market, there is only one key principle – Keep your customers at the centre of every decision that you make. And who wouldn’t agree to this? Because no matter how good the product is, no customers means no business. That’s why businesses fixate on increasing their customer base and look for ways to achieve demanding targets. This is where automated lead generation comes in the picture as a budding problem solver.

Let’s understand what lead generation actually is.

Lead generation is the process of identifying potential customers, commonly known as ‘leads’. You find them on the internet and attract them to either a landing page, form or a blog and nurturing them in the buying process to convert them into a paying customer. 

There are multiple steps to the lead generation process

    1. Acquisition 
    2. Nurturing 
    3. Scoring 
    4. Management 
    5. Lead Generation Process Evaluation 

Lead Acquisition

In simple words, lead acquisition is the process of figuring out where the target market is on the internet and then providing them valuable content/incentive on all the marketing channels to hook them. 

The content can be in the form of a Webinar, an Ebook, a blog post or something similar. 

For pushing this content at the right audience you can leverage social media, video marketing, emails, forums and other channels. 

Once the user reaches the point of interest, then in exchange for their contact information such as name, mobile number, email ID etc, you provide content or information which is valuable to them and is likely to intrigue them. 

Lead Nurturing

Once you have acquired a lead, it becomes a part of your Lead Management System and requires continuous nurturing to move them further down the sales pipeline. So, when the time is right you can encourage them to make another purchase. 

At this stage, retaining interest is a key factor to build a long-term relationship with your customers and develop brand loyalty. 

This process can be short or long depending on how your business model and purchase cycle works. 

Lead Scoring

To focus your time, effort and defining your marketing strategies, it’s important to prioritize the leads and classify whether they should be positioned at the bottom, middle or top of your sales funnel. 

Profiling your leads and classifying them into different stages of customer life-cycle will help you understand which leads are more valuable than the others and devise separate marketing strategies that you can target towards them to nurture them better. 

With lead scoring, you can also distinguish between quality leads and junk leads. This not only saves your marketing team’s time and effort but also keeps them focused on leads with higher chances of conversion. Boosting the morale of your team is an additional benefit. 🙂 

Learn why Lead Scoring and Nurturing is a must for every marketeer

Lead Management

Lead management usually comes after the marketing team has captured a lead when it is time to trigger interest in them into taking an action which would ultimately result in conversion. 

In this particular stage, the focus is to enrich user experience and make the customer feel that they are valued. Only then, there are chances of a conversion and developing brand loyalty and trust resulting in a long-term relationship. 

Though lead management can be a difficult process with a lot of hurdles, it is the most important and final stage for growing a business where keeping the customer first is the key, as mentioned earlier. 

Lead Generation Process Evaluation

After going through all these stages, you have to continuously work on optimizing the entire process. This is to understand the best approach to address your customers. This would require a lot of A/B testing initially. You also have to stay updated with the new technologies that are introduced in the market.

Each aspect of a good lead generation process is unique yet interconnected with the others. And it has to move in complete synchronization to achieve best results.

How LeadMi can help you with it

LeadMi, a new age hyper-automated Marketing automation platform helps in the entire lead generation process and ensures quality as well as accuracy.

Using LeadMi, you can leverage your social media presence to generate leads and manage them.

Why Lead Scoring And Lead Nurturing Is A Must For Every Marketer

lead scoring and nurturing

Lead scoring and nurturing is an important aspect of lead generation. Better quality leads result in an increase in sales and bring in more business. However, marketers often overlook the importance of quality lead generation. This blog will help them revisit their lead generation process and improve it for faster conversions.

How marketers generate leads

Marketers generate leads through landing pages, buying data dumps or leveraging marketing automation.

Lead generation is, in fact, a top priority of 82% of marketers. And why shouldn’t it be?

Let’s look at some basic steps that marketers can consider after lead generation. This is to fish out those easy to convert, invaluable leads and go after them to make our sales teams’ life easy.

This is where lead scoring and nurturing help.

Lead scoring and nurturing

lead scoring in lead generation

Photo by Mika Baumeister on Unsplash

Lead Match

Let’s start at the top of the funnel.

If you are working in the marketing team, you must be having a set of customer persona that you cater to and ensure every new product you launch or have ever launched has their own set of user personas, that’s like marketing 101. But, we tend to forget the basics over time

    • Use your vast repository of leads and match them against your user persona.
    • Whether it is demographics, behaviour, intent or something else that you are looking for in your customer, give the leads weightage or score according to the persona values that they match and sort out your best leads.

Generate leads of the best quality, learn with LeadMi

Lead Intent and Behaviour

After sorting, this is the filtering step. Time to separate out seeds from the chaff. Look beyond email opening rates and CTAs. Track the behaviour of your leads, what are they looking for? Was it only the blog post or are they actually going to buy it? Try out 2 step CTAs by taking them to your blog posts and websites and see whether they are actually interested in a seminar, pricing page, demos or will just register with their name as XYZ, and email id as test@yes.com.

Every time a user takes an action, allot a score or weightage to this action to filter out the best leads based on their intent and buying stage.

Taking the final call

After sorting and filtering your best leads, take the final call. Arrange them on the basis of information that you know are non-negotiable in a lead and contact details you absolutely need. Arrange them on the basis of your needs and requirements and start selling.

It is time to look beyond just traditional lead generation and towards other qualitative aspects after leads generation that will help your sales team filter out and choose the best prospects to go after.

Try Leadmi.io for lead scoring and nurturing

It is a new generation marketing automation platform that lets you set required user personas, and gets those leads for you with all the contact information you need (email, phone number, social profile). Junk the junk data and get all leads HOT.

Leverage AI and meet all your lead generation, scoring and nurturing needs with one single tool.

It is important to strike when the iron is hot. After all, the most important thing that matters at the end of the day is conversions.