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Nurture Leads: 4 Easy Yet Powerful Ideas

Nurture Leads: 4 Easy Yet Powerful Ideas

Who doesn’t need more of organic leads? But more than you need something else. Undoubtedly lead generation is important but nurturing leads is the most important!

Sending people your copy and waiting for a sale to happen with your fingers crossed is not a strategy that works. As per MarketingShepra, ‘61% of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified.’Sources:

Under ideal situations, you send your organic leads to a high-converting sales funnel and begin the nurturing process. By ‘nurture’, it means to protect and care for something or someone while they are growing. Nurturing your organic leads means improving conversions.

Lead nurturing is something crucial for every business.

The ways you acquire leads is not an important aspect. It could be via social media search or maybe word of mouth, however, the important thing is to step out of your comfort zone and attend to and take care of your leads.

You must be wondering why is it so crucial? Most of the B2B studies show that 30 to 50% of the leads are not ready to buy. Therefore, it is important to nurture leads that are generated from organic sources like Google, Yahoo, Bing.

4 Easy Yet Powerful Ways To Nurture Organic Leads

Discussed below are 4 simple ways in which you can nurture leads that you have got from organic ways. These lead nurturing strategies will help. ALWAYS!

1. Review your leads and conversion ratios

The first and foremost step is to study your current organic traffic levels as well as conversion rate.

According to Conductor, a blog site, SEO has the best lead-to-customer close percentage of all available channels, however, this can only happen when you are able to manage your leads and that too efficiently!

Before getting into the whole nurture search leads process, you need to ask these two questions…

Question 1) What is the ratio of your organic traffic to conversion rate?

Question 2) Are they anywhere close to each other?

For instance, if you are getting 300 organic users to your landing pages, on an average then how many of these people are turning into qualified leads?

The amount of organic traffic isn’t that useful if you are not able to turn them into your customers.

Whereas, if you are getting a lot of organic traffic and people are opting for your email list but you are not able to convert them into customers, then there is a problem with your marketing strategy.

Getting organic leads is quite easy even if you are not ranked high in Google. By getting a guest post published on a credible high domain authority blog and can enjoy top organic rankings quickly!

2. Segregate Leads based On their Activities

If your organic leads aren’t segmented, then you should begin with that right away. You can start this process by mapping out their behavior, demographic data, and personality.

According to Eric Leake, Segmenting your leads allows you to measure your efforts with greater accuracy and, if exploited, will result in increased sales for your business.

Email remains one of the most popular and effective ways to convert and nurture leads into customers irrespective of all social and mobile technologies. You can increase email engagement via segmenting and focussing on specific leads.

As per the data of Lyris Annual Email Optimizer Report, ‘39% of marketers who segmented their email lists experienced increase in open rates.’

Note: All your leads aren’t not the same.

32% of the marketers have agreed that segmenting their email leads would be one of their top goal in the organization. (As per the MarketingSherpa 2012 Email Marketing Benchmark Report).

Segmenting your leads becomes an easy task if you use MailChimp, Aweber, ConvertKit, etc that respond automatically. Since the probability of the leads who have subscribed to your email list to your potential customer increases.

One of the most difficult things you will experience is proper targeting. This means how do you target different people on the basis of their specific expectations and requirements.

Leads that come to you are from search engines and therefore, they are not well defined. So, it is your responsibility to build loyal relationships with them. An important of segmentation is to determine the customer journey. This means the experience of the customer from the point of entry till the end.

Before you segment your leads, you also have to determine where they are on the customer journey.

According to Forrester Research, “companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.”

3. Educational Program in lead nurturing for 7 days

A lead nurturing program for educating your leads can help you get more customers. If you haven’t tried it, you should.

There are times when you might not be able to filter users with information-gather purpose versus those with commercial intent.

If you drive lead nurturing programs, you can engage your leads and thereby, build trust with them. However, if their only intent is not to gain knowledge, then you will have to convince these people and it might be hard.

Even before you get a single lead, it is essential to develop educational content which you will have to send to your leads via an autoresponder series over the course of a week. For instance, Copyblogger who create an educational content for its users, both existing and new.

Working of lead-nurturing program strategy

Ok, don’t ruin things by sending promotional content to a lead who has signed up for your list. At least in the first seven emails. You need to focus on sending content that will be of value to your leads from the educational point of view. Ask them questions and wait for their feedback.

Once you have helped people with good work within that 7-day period, your leads will trust you.

If delivered strategically, it will nurture your leads better than a 30-day course (which could have probably bored your organic leads).

When should you start this 7-day lead nurturing education program?

Well, of course, you will deliver this as an email course, this 7-day program should start the moment search users subscribe to your email list. You should schedule your follow up emails which have value, so that once they opt-in, they receive the first email within a few mins or so. The faster, the better always works!

As per InsideSales, “if you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them.”

Therefore, delaying the processes can be expensive especially in the case of nurturing organic leads.

You need to start it as soon as possible as these people are ready to learn. They have taken out time to enter their email addresses and opt-in the call to action button.

4. Improved organic search results to prove your authority

Undoubtedly, email marketing is a powerful strategy and so is conversion rate. However, what if your authority is not proved yet? What are your search rankings?

You should not think of email marketing as a way to establish your authority, it is only a medium of communication between your leads and you. Since search users are looking for authoritative sources, you should prove that authority in your field. Once you have established the authority, you will find it easy to convince people with the content you post or send.

Also, if your blog is new, your organic users might not trust what you recommend. People trust and buy from professionals. Think about yourself… You are given an option between a digital marketing training company (which has been established a few months ago) and a training company which is in the industry for over 6 years (for example, Digital Vidya), which one you are going to choose?

The latter has established its authority and loyal customer-base, so people majorly come to digital vidya or some training organization having years of experience and expertise over some new company.source: neil patel blog

When you are in a digital marketing industry, authority does matter. Creating authority content consistently will make you an authoritative figure after a period of time. If your leads have come from search or organic sources like Google, then these people will likely go back to the search engine in order to conduct searches.

However, patience is the key since trust isn’t built and sustained in a day. You will have to work towards it continuously. You can sustain your rankings by following these steps:

  • Write benefit-driven and irresistible headlines.
  • Natural link building to your pages.
  • Targeting more of long-tail keywords.
  • You will get most qualified leads from search only.

Search Leads: Take Care of Them

You cannot rely on social media traffic to provide you with a loyal customer base and might not give you desired results. You can leverage social media to keep good contact with your leads but the real engagement takes place in the inbox only.

Things to Remember:

  • Ask questions.
  • Listen more.
  • Respond faster to feedback.

By this, you can build an effective marketing funnel.

Which lead nurturing strategies have you been using for the leads that come from search engines? Is there any strategy you would like to add to this list?

Sakshi is a content marketer during the day and a reader by night. She writes content sprinkled with a twisted imagination. She has done her graduation in psychology from Delhi University and has an insane love for history.

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