At this stage, potential customers are aware of the products or services you offer and are willing to learn more about them. They are also evaluating other products in the same niche to understand which ones best fit their needs.
Lead nurturing is an important aspect of mid-funnel marketing. country b2b b2c email list It helps you reach out to the best leads, nurture them slowly, and help them make well-thought-out purchasing decisions. Therefore, it is critical to create content that offers unique value to your potential customers and solves their problems.
A study by Invesp reveals that only 20% of new leads tend to become customers. One of the reasons for such a low number is attributed to the absence of lead nurturing in the mid-funnel marketing strategy. It is also found that companies that nurture their leads generate 50% more sales than others.
Mid-funnel marketing offers the following benefits to businesses.
Helps deliver qualified leads to the sales team.
It offers companies the opportunity to demonstrate their products or services in depth to potential customers.
It helps businesses build a relationship of trust with their potential customers.
It enables potential customers to make an informed purchasing decision.
Now, let’s take a look at the prerequisites for omnichannel lead nurturing.
Prerequisites for personalized omnichannel lead nurturing
To have a successful omnichannel lead nurturing strategy, you must have:
A stellar sales team
A motivated and engaged sales team can do wonders for businesses. Being the backbone of your business, your sales teams should focus on building meaningful relationships and helping potential customers with their queries. According to HubSpot Research , 93% of customers are more likely to repeat their purchases from companies that offer excellent customer service.
A rich database of potential customers
Having a rich database of qualified leads is the next prerequisite for a successful omnichannel nurturing strategy. Your lead generation team should also periodically add new prospects to this database. Additionally, you can leverage SEO and social media marketing to generate leads and grow your database.
An ideal customer profile
A customer profile is a generalized yet detailed description of your current customers. An ideal customer profile mentions their pain points, demographics, purchasing behaviors, and other information. It serves as a guide to categorize your potential customers into various segments for sales and marketing campaigns.
A marketing technology stack
Sending the right messages at the right time is one of the essential elements for a successful lead nurturing strategy. This process can be boosted by using great lead nurturing tools, especially CRM and marketing automation tools. Not only will it save sales and marketing teams time, but it will also give them more time to engage with potential customers.
The introduction of technology in this ever-changing marketing industry has triggered a digital transformation in various business processes. With the right tools and tactics, businesses can leverage lead nurturing tactics to attract the best customers and boost their sales.
Now, let’s take a look at five effective tactics for your omnichannel lead nurturing strategy.
Five tactics to improve omnichannel lead nurturing at MOFU
1. Identify ideal options through deep profiling
Not all leads generated are ideal for purchasing your product or service.
According to Sales Insights Lab , around 50% of generated leads are not a good fit for products or services. That is why identifying these leads is mandatory to boost sales and marketing efforts.
Gain a deep understanding of your potential customers. Know their background, pain points, challenges, and expectations from the product or service. This information will help you assess whether or not your potential customer has a genuine interest in the product or service.
Defining an ideal customer profile and comparing the characteristics of the potential customer to this profile is a good approach to identify the right fit. Here are some of the proven tactics you can follow to profile your potential customers and see if they match the ideal customer profile.
Use registration, demo request, newsletter signup, website pop-up forms to collect phone numbers , or any other opt-in forms to capture information about potential customers.
Ask potential customers relevant questions through questionnaires and surveys.
Use conversational chatbots or tools like Cottages to request more information
Take a look at this screenshot of a lead profile on Intercom, a customer communication app. Information about the lead, such as registration details, region, industry, activity record, and other information, is presented in a structured profile.
Here is a screenshot of a company profile. See how the company's account information and employee details are presented in a simple layout.
2. Track engagement to identify intent
When purchasing a product or service, customers have the flexibility to choose
There are several options available on the market today. That's why it's important to know where
The leader is on the purchasing journey to engage them even better in their brand.
Monitoring leads is essential to track their intent. This intent data is essential to increase the effectiveness of your marketing campaigns.
For example, when a potential customer visits the pricing page of your product website, you can track the activity and design your campaign to convert them into customers. Similarly, when a potential customer submits a form on the website, you can connect with them via email or through ads to encourage them to interact with your brand.
Intent data gives you detailed insights into how your potential customers interact with various marketing mediums like websites, email, social media, etc. Moreover, it also gives you a deep understanding of the types of content you could leverage to increase interactions with your potential customers.
