7 Amazingly Effective Lead Nurturing Tactics

As companies adoptinbound marketingas a way to generate more leads, the importance of having an effective lead nurturing strategy becomes very clear. In most cases only a relatively small percentage of your inbound leads will be ready to make an immediate purchase, leaving upwards of 90% of your inbound leads on the table.

实施一个有效的领导培养策略can have a huge impact on the results of your入站营销策略, customer loyalty, customer retention, revenue, and more .

In this guide, we'll cover seven of the most effective lead nurturing tactics you can implement at your company.

培养潜在客户对您的业务成功至关重要，因为这些策略直接影响了客户关于是否要转换为付费客户的决定。有多种方法可以培养潜在客户，包括目标内容，多渠道培养，多次触摸，及时的随访和个性化。

Despite the clear benefits of lead nurturing, marketers can struggle to build the right strategy around it。According to the2019年主要培养和加速调查，有60％的受访者给他们的养育计划成绩不佳。

在那里’s a huge opportunity for savvy marketers (like you) to implement effective lead nurturing strategies and gain an advantage over your competition.

Let's get started.

7 Amazingly Effective Lead Nurturing Tactics

尽管那里有许多铅培养策略，但无论您从事哪种类型的业务，这里有七个最有效的策略。

1. Leverage targeted content.

When it comes to lead nurturing, one size certainly does not fit all. As the research proves, strategically nurturing your leads with目标内容可以显着改善结果。

首先努力理解您的每个unique buyer personas。然后，创建各种目标内容，旨在根据其兴趣，目标，目标和营销触发器等特征来培养您的每个角色。

You should also have a营销自动化平台in place to help youidentify, segment, and targetyour unique buyer personas as you scale your strategy.

2.使用多通道铅培养技术。

In the past, most lead nurturing strategies involved setting up a simple email drip campaign that would send out generic emails to a list of prospects.

如今，像您这样的营销人员正在寻找包括并超越包括和超越的新策略和技术电子邮件培养。With the help of powerful marketing automation platforms, savvy marketers are now executing multi-channel lead nurturing strategies.

Effective multi-channel lead nurturing most commonly involve a combination of marketing automation,email marketing, social media, paid retargeting, dynamic website content and direct sales outreach. Because there are so many tactics involved, to execute this properly, you really need to ensure that your sales and marketing teams are well aligned and working cohesively.

3.专注于多种触摸。

While the buyers journey for every product and service can be quite different, research has suggested that on average, prospects receiveten marketing touches从他们意识到您的公司直到转换为客户的时间。bob全站app

As you can imagine, the most successful lead nurturing strategies deliver content that helps prospects progress through the buyer’s journey by addressing common questions and concerns. In addition to email tactics, consider how you can use a mix of content types like social media, blog posts, whitepapers, interactive calculators, or even direct mail, to nurture your prospects into customers.

4. Follow up with leads in a timely manner.

立即进行后续电话的好处似乎很明显，但是大多数组织的行为仍然很快。

Automated lead nurturing can help you reach large groups of prospects, but a timely follow-up email or a phone call is still often the best way to convert inbound leads into qualified sales opportunities. That's because the odds of converting a lead into a sales opportunity are exponentially higher when the lead is contacted immediately following a website conversion.

当您及时，计划完整的呼叫对入站线索时，它比任何冷呼叫都要有效得多。您确切地知道前景基于他们最近的浏览行为的研究 - 此外，您还有足够的有关潜在客户的信息，可以对他们从事的组织及其在公司中的作用进行一些初步研究。bob全站app

5.发送个性化电子邮件。

电子邮件营销continues to be a highly-effective tactic for lead nurturing — and the personalization of those emails tends to produce better results. A study by Accenture found that 41% of consumers switched businesses due to a lack of personalization.

在那里are many ways to personalize emails to improve your lead nurturing strategy. You can send triggered emails when a visitor completes an action like downloads your gated content, clicks on links in your emails, visits certain pages on your website, or demonstrates a high level of engagement.

When you combine the power of marketing personalization with behavioral triggered emails you can deliver the right marketing messages to the right people, at exactly the right times.

6. Use lead scoring tactics.

For those who are new to the concept oflead scoring, this methodology is used to rank prospects on a scale that represents the perceived value each lead represents to the organization.

Lead scoring可以通过为某些网站浏览行为，转换事件甚至社交媒体互动分配数字值来在大多数营销自动化平台中实现。

The resulting score is used to determine which leads should be followed up with directly by a sales rep and which leads need to be nurtured more.

7. Align your sales and marketing strategies.

When sales and marketing align, lead nurturing strategies are more successful and customer retention rates improve.

For both sales and marketing to contribute to lead nurturing identify the exact points in the buyer's journey that prospects should be transitioned between teams — to do so, consider different triggers like lead scoring, workflow enrollment, and conversion events.

该跨团队合作的共同期望，职责和目标应在sales and marketing service level agreement (SLA)。创建SLA将帮助两个团队互相负责，以转换潜在客户并有效地培养他们为客户付款。

利用铅培养策略

要结束，让我们总结这七个有效的培养策略需要什么。

1.目标内容：Tailor intriguing, entertaining, and delightful content to target audience members so you can identify the most-qualified leads.

2.多通道铅培养：达到和培养你的听众在哪里- on multiple channels — rather than just email.

3.多次接触：Boost touches with a mix of content types and channels to increase your interactions and engagement among target audience members.

4.及时跟进：Follow up with your leads in a timely manner to keep them engaged and interested as well as keep your brand top of mind.

5.个性化电子邮件：Personalize your emails (and all lead nurturing tactics, when possible) to promote customer retention.

6. Lead Scoring:Implement a lead scoring strategy to help you determine which leads you should focus your time on.

7.销售和营销一致性：使销售和营销团队保持一致，以改善您的领先培养策略并促进客户保留率。

By using some or all of these tactics, your lead nurturing efforts are bound to be effective — so, start experimenting with them on your team today.

编者注：此博客文章最初于2016年3月发表，但在2020年3月进行了更新。