2022 Kickstart - Lead Nurturing
Our brand new 2022 blog will help you kickstart your business this year. You’ll learn about how to develop and implement your own integrated digital marketing strategy. You’ll be able to identify where your customers are, as well as how to grab their attention and nurture leads while converting them into long-term loyal customers. Not only that, but we’ll provide you with a free example of a killer lead nurturing map that you can use in your own business.
KICKSTART YOUR YEAR WITH A SOLID MARKETING STRATEGY
Digital marketing can be scary - especially if you’re a one-man band. Between needing to run 10 errands, waiting for a client to pick something up and handling the ongoing daily urgent surprises, marketing tends to be the thing that’s left at the end. However, in our growing digital marketplace – small businesses can no longer afford to miss out on the abundance of digital marketing opportunities.
What channels are you utilising versus what your customers are using?
It’s important to identify the channels you’re using, versus the channels that your customers are using. This simple process helps determine whether or not you have any gaps in your ability to reach the right people.
For example, a flower shop may be established on Facebook and Instagram and choose to promote ads through these channels. But, more importantly, their customers could be using search engines more than social media, or perhaps a mix of both. By identifying where their potential customers are, they could expand their efforts into Google Ads or SEO. Our flower shop will only find out where their customers are by conducting in-depth market research and then testing their hypotheses through small tests and incremental development.
It's important to ensure that you’re well-established on the channels that your customers utilise. Not only that, but your brand should be constantly nurturing new and existing leads. This is where a lead nurture path comes in handy.
Designing your own lead nurture path
A lead nurture path is the process of creating, developing and strengthening the relationship that your brand has with your potential customers, or leads, to hopefully convert them. It starts with the first touch-point that your potential customers have with your business. This may be through a specific social media platform such as Facebook or Instagram, or via search.
Here’s an example for our example flower store.
Let’s say that the store notices the majority of their website traffic comes from Facebook, Instagram, search and direct. Customers will shop around and occasionally send an enquiry, but nothing really results from the other traffic.
A potential lead nurture path could look like the following:
Day 1: A potential customer, Sarah, clicks on an ad through to the website and browses for the perfect Valentine’s Day bundle. They don’t enquire yet and are just viewing the selection.
Day 2: Sarah receives a new offer for 10% off her Valentine’s Day purchase and considers purchasing it because she’ll save $10 and Valentine’s Day is closing in.
Day 4: Sarah sees the same promotion pop up again, but this time it’s a close up of the flowers themselves. She decides to purchase the flower bundle as time is running out on the promotion.
Day 5: Sarah is happy with her purchase, and loves the flower store’s brand. She decides to Like the Facebook page.
Day 30: Sarah receives an email from the flower shop with a new flower bundle sale that ends soon, Sarah was so happy with last month’s turnout, she decides to purchase the bundle.
Day 50: Sarah views an organic post for a flower and Easter chocolate giveaway for the Easter holidays. She decides to enter as she loves the brand now, and decides to tag her friends in as part of the giveaway’s requirements.
As you can see from above, by outlining your own brand’s lead nurturing pathway, you can better understand multiple key concepts:
What the true value of a lead and conversion is worth (Customer Lifetime Value).
How frequently your customers are kept in the loop currently, as well as what potential gaps may exist.
So, what does your lead nurture process look like?
Now it’s time to consider your own lead nurture process. Here are some important questions to ask yourself:
How many touch points do I have with my potential customers before they convert?
How many touch points do I have with my existing customers?
What are my existing advertising click-through rates?
Do I have remarketing adverts currently running?
Do I have targeted adverts currently running?
How many different ad creatives do I currently test?
What marketing channels do my customers interact with the most?
Or maybe you want us to answer them for you. Contact our friendly team today to explore your lead nurture process and marketing funnel.