Before we jump into campaigns, it’s important to realize that one of the biggest advantages of lead nurturing email campaigns
is that it stops your salespeople from wasting valuable time. If your sales team contacts a lead too early in their sales journey, a lot of time needs to be spent on educating the prospect on your organization’s solution and value. A major advantage of lead nurturing is how it can significantly speed up your sales cycle. With the right messaging, leads can be educated on your products and services and will be ready to speak with a sales agent, without feeling pressured. This leads to more sales generated and a better conversion of leads into sales.
Cold Lead Nurturing Campaign
As mentioned previously, most new leads are not ready to speak to a salesperson and this is where a cold lead nurturing campaign can be very effective. A cold lead nurturing campaign is designed to guide your leads into being sales ready. The most important aspects of a successful cold lead nurturing campaign are as follows.
Your leads need answers about how your product will satisfy their needs and solve their problem, so they feel confident as they transition from the information gathering phase to the shopping and purchase phase.
As you send out your content, it should be personalized and feel like it is one-to-one. Video can also be integrated into your email communication to help connect with them on a personal level.
Cold lead nurturing shouldn’t focus on an immediate sale but instead concentrate on providing value to your prospects, so that they are well informed.
There are many types of content that you can use during this information gathering stage, including:
- White papers
- Tip sheets
- Educational webinar
For prospects that are further along in their decision-making, you can provide value using the following:
- Product webinars
- Case studies
- Data sheets
- Demo videos
By providing exceptional value to your audience, you develop reciprocity, so that prospects feel that they want to give back to you because you have made a positive impact in their life. This is the foundation of making a purchase.
Now that we have an understanding of the purpose of lead nurturing campaigns, as well as the assets that you can use in your campaign to provide value, let’s take a look at the different types of campaigns.
Sequenced Lead Nurturing Email Campaign
While drip email campaigns often come to mind when it comes to lead nurturing, there are different types of lead nurturing campaigns that you can implement for different parts of your business, including:
- Cold lead nurturing campaigns
- Lead magnet follow up campaigns
- New blog subscriber campaigns
- Event follow-up campaigns
Cold Lead Nurturing Campaigns
When you generate a lead through an ad or your Website, there are different categories of leads based on what they opted in for or took action on. For example, if a prospect has opted in for a free consultation or called you, they have indicated by this action that they are more sales ready. For this prospect, you are directly into a sales pitch and require a follow up email sequence.
For prospects that have downloaded a coupon for a discount, they are also more sales ready, and can be placed into a lead nurturing campaign that is designed to move them towards buying. An example of this type of campaign is called a pressure stacking campaign. Each email they receive builds on their initial offer, creating a sense of urgency and driving them to buy.
For prospects that opt in for an ebook, they would require more of a traditional drip campaign to answer the questions in their mind while they are asking them. The way to determine this is by understanding their emotional drivers, including their desires, fears, frustrations, and obstacles. By understanding their emotional drivers, you can send them high value content that appeals to their desires, while overcoming their fears and obstacles. That is the purpose of cold lead nurturing.
To understand if they are sales ready, provide them with offers that are lower down in the funnel with the content you provide. For example, if a prospect downloads our email automation ebook on our Website and we send a follow up video series on email marketing, we could offer a free analysis in the emails and landing pages. Once the prospect opts in, we know they are sales ready and it’s time to call them and make the sale.