Updated: Jun 6
Lead nurturing is one of the many ways in which inbound marketers use their marketing strategies to boost conversion rates. Having a list of email IDs of potential clients is not the end of your inbound marketing efforts.
You need to keep this pool of target audience interested and updated. Maintain a strong brand recall for your product or service by sharing relevant content on a regular basis. However, there are many other ways of making sure that you have an effective lead nurturing strategy in place; one of the most popular of them being multi-channel lead nurturing.
Adopting a Multi-channel Strategy
Often we associate lead nurturing to developing and sending email content and newsletters to our pool of leads. But guess what, this is not what our leads are really looking for.
So many times the email just lies there in the inbox only to be deleted a week later without even being opened. Yes, this does happen, and more often than we care to realize. This is the very reason multi-channel lead nurturing has come into being.
Marketers are now actively looking at channels such as social media, great website content, blogs and direct sales to increase their reach towards potential clients.
You will find it easier to engage your target audience through tweets and Facebook posts, or LinkedIn in the case of B2B marketing, than having them open your newsletters.
Social Media Publishing – When you post something on social media sites such as Twitter, Facebook, Instagram, or Snapchat, your target audience has your content right there in front of their eyes. In case of beBee, a fast-growing affinity networking platform, you can have access to 100 percent of your target audience, sans any algorithm playing any role.
If you have a message, picture, or title compelling enough to get them to click on the link and take them to your landing page then you have hit the bull’s eye.
Choose the right social media channel for your business offering. Identify which ones your target audience are most comfortable using, and approach them there.
Since only approaching is not enough, you should ensure maximum engagement, as well.
Blogs – Blogs are trending now and they are here to stay. Your customers like your blogging efforts, especially when they are relevant and they increase awareness about not only your product but your industry, as a whole. Educate your customers and make them feel empowered.
This is the perfect way of staying on top of your potential customers. Make your blog posts SEO enabled and see more traffic flowing into your website. This is one of the best ways to get more unique visitors to your website as well.
Great website content – Nothing can undermine the importance of a great website and its captivating content.
Your website is your first point of contact with your potential customers. For them, it is like walking into your store/office physically and getting to know your business and your offerings better.
So your content should be set in a tone that helps them understand your offerings and guide them as you would guide them if they were physically present in front of you.
Hard-sell doesn't work here. It should be a rather conversational and friendly approach where you lead your clients through various pages through clear CTAs and encourage them to sign up using an attractive landing page.
When designing a strong copy for your landing page, here are some of the questions you should ask yourself. Watch video.
Your website content should be captivating, crisp, lucid and easy to understand. A webpage wrapped with content isn’t essentially a great webpage. For each and every unique visitor you get to your website, your aim should be to nurture them, guide them, and convert them into a customer.
Great content is something your business deserves and needs to boost its growth and reach. Are you providing your audience with the right kind of content? Let's talk about what we can do to build a steady audience and make some conversions. You can visit my website to learn more about ways in which you can boost your business' content marketing efforts.