7 Amazingly Effective Lead Nurturing Tactics

As companies adoptinbound marketing作为产生更多潜在客户的一种方式，制定有效的潜在客户培养策略的重要性非常清楚。在大多数情况下，只有相对较小的入站线索将准备好立即购买，而桌子上有90％以上的入站线索。

Implementing an有效的铅培养策略可以对您的结果产生巨大影响inbound marketing strategy, 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.

Nurturing leads is critical to your business's success because these tactics directly impact a customer's decision about whether or not they want to convert into paying customers. There are a number of ways to nurture leads including targeted content, multi-channel nurturing, multiple touches, timely follow-ups, and personalization.

Despite the clear benefits of lead nurturing, marketers can struggle to build the right strategy around it.根据2019 Lead Nurturing & Acceleration Survey, 60% of respondents gave their nurture programs a failing grade.

There’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

Although there are a number of lead nurturing strategies out there, here are seven of the most effective, no matter what type of business you work for.

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 withtargeted contentcan significantly improve results.

Start by working to understand each of your独特的买家角色. Then, create an assortment of targeted content designed to nurture each of your personas based on their characteristics like interests, goals, objectives, and marketing triggers.

You should also have amarketing automation platformin place to help youidentify, segment, and targetyour unique buyer personas as you scale your strategy.

2. Use multi-channel lead nurturing techniques.

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.

Today, marketers like you are looking for new tactics and technologies that include and go beyondemail nurturing. 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. Focus on multiple touches.

尽管购买者的每种产品和服务的旅程都可能完全不同，但研究表明，平均而言，潜在客户会接受十个营销感from the time they become aware of your company til the time they convert into customers.

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.

The benefits of immediate follow up calls seem quite evident, but most organizations still aren’t acting very quickly.

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.

When you make a timely, well-planned call to an inbound lead, it’s far more effective than any volume of cold calling. You know exactly what the prospect is researching based their recent browsing behavior — plus, you have enough information about the prospect to do some initial research about the organization they work for and their role within the company.

5. Send personalized emails.

Email marketingcontinues 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.

有很多方法可以个性化电子邮件来改善您的潜在客户培养策略。当访问者完成诸如下载封闭内容的操作，单击电子邮件中的链接，访问网站上的某些页面或演示高水平的参与度时，您可以发送触发的电子邮件。

当您将营销个性化的力量与行为触发的电子邮件结合起来时，您可以在正确的时间向正确的人传递正确的营销信息。

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 scoringcan be implemented in most marketing automation platforms by assigning numeric values to certain website browsing behaviors, conversion events, or even social media interactions.

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.

为了使销售和市场营销有助于领导培养，确定了买方旅程中应在团队之间过渡的前景中的确切点 - 这样做，请考虑不同的触发器，例如线索评分，工作流程注册和转换活动。

The shared expectations, responsibilities, and goals for this cross-team collaboration should be outlined in a销售和营销服务水平协议（SLA）. Creating a SLA will help the two teams hold each other accountable for converting leads and effectively nurturing them into paying customers.

Leverage Lead Nurturing Tactics

To wrap up, let’s summarize what these seven effective lead nurturing tactics entail.

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

2. Multi-channel lead nurturing:达到和培养你的听众在哪里- on multiple channels — rather than just email.

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

4. Timely Follow Ups:及时跟进您的潜在客户，以保持他们的参与和感兴趣，并保持品牌的头头。

5. Personalized Emails:个性化您的电子邮件（并在可能的情况下，所有领先的培养策略）来促进客户保留。

6. Lead Scoring:实施潜在客户评分策略，以帮助您确定应该集中精力的领导者。

7. Sales and Marketing Alignment:Align sales and marketing teams to improve your lead nurturing tactics and boost customer retention.

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.

Editor's Note: This blog post was originally published in March 2016, but was updated for comprehensiveness in March 2020.