Building a flow of nutrition leads is essential for anyone who wants to increase sales. After all, only those who know how to keep their prospects engaged and increasingly educated in their market can improve their results.
Creating a relationship of trust with your lead is crucial for him to advance the journey of the consumer and become a consumer. That’s why it’s important that you invest in strategies that educate potential customers in your market so they can understand the value of your product or service. Download Chain In this sense, lead nutrition proves to be the ideal tactic for maturing your lead and engaging it to move through the sales funnel.
That’s because by creating an automation flow, you can send relevant content to mature the relationship with your prospects, preparing them more and more for conscious buying decision-making. So if you are looking for a strategy to get your team to sell more, you’ve come to the right place!
Learn how to create a flow of lead nutrition and sales more
Although lead nutrition is done from an automation flow, you need to meet some prerequisites so that it brings the expected results.
So, the first one to start a relationship with your leads is to have an updated list of email addresses to make sure that the message will arrive at the correct person. By the way, for your email to be attractive and contain relevant content, you need to produce it according to the interests of your persona, as well as having the language used by it. Another important point is that in order to actually get the attention of your lead, your message should still contain an offer, which can be from a discount coupon, ebook or even a consultancy.
Remember that your goal is to captivate your prospects, so think about what your business can offer them so your nutrition flow of leads can deliver on your goal. With that in mind, now is the time to get your hands on the dough and, finally, learn how to do a nutrition flow of leads.
1. Set a goal
Throughout this content, you may have noticed that we talk a lot about making the nutrition flow of nutrition leads meet your goal, which is to enable your team to sell more. However, in order for your nutrition flow of leads to actually achieve this overall goal, you need to define more objective ones to better target the efforts of your employees.
Therefore, it is necessary to analyze the current scenario of your company and see which sectors of your strategy need improvement so that the final result is better. That is, does your business need the sales cycle to be accelerated by X% or do you need to optimize lead generation to get more information to make the flow of nutrition leads efficiently? Make a diagnosis of your company’s current scenario and build a solid foundation for developing the flow of automation for lead nutrition.
2. Target Your Leads
The second step for a stream of lead nutrition to be effective is to segment these potential customers. This is because although they have a profile similar to their persona, you have to take into account that they have different interests and are often not at the same stage of the shopping journey.
So create multiple types of targeting from the lead’s activity area, the shopping journey phase, or even taking into account the content that you’ve consumed or downloaded. Establishing these criteria is one way to optimize your communication with these leads, increasing the chances of success of your automation flow.
3. Set the trigger that will initiate the automation flow for lead nutrition
Choosing the trigger that will kick-start your nutrition flow of leads means defining what action your potential customer will trigger triggering email.Therefore, it is essential that you know the tool used very well because there are already some predefined actions on this subject.
In the market, one of the most popular platforms for email firing we can mention is MailChimp, which offers free plans for sending up to 2 thousand emails. In general, the most common triggers are: downloading material, filling in the form, visiting a specific page and receiving, opening, or clicking email.
4. Produce emails
To create the emails for your automation flow, it is essential that you keep in mind the goals you set early in this process.Remember that you will not be able to convert your lead with just a message, so you need to establish the steps that will guide you there.An automation flow for lead nutrition can consist of as many emails as you deem necessary, but you usually build them with up to 5 messages.
And for that, be sure to apply all good practices for creating an email marketing. This means that you should think about short, engaging topics, write short messages with few images to prevent your email from going to the spam box. Play Store Pro Also, remember when we say your email should contain an offer? Well, in order for your lead to have access to it, insert a CTA so that it downloads content or a coupon. Another important point is to insert a responsive design for your email, as we have to take into account that most people access their inbox via the mobile phone.
5. Have an editorial calendar
Just as it is important to define how many emails will compose your flow of nutrition leads, you must also define how often it will be sent. To create your editorial calendar, think that if it takes too long to send a message, your prospect may forget about your company. On the other hand, if you send a lot of emails in a short time, your lead may be inconvenient and end up unscrambling, not counting the chances of receiving spam.
So, to strengthen your relationship with your contact base, it is recommended that you send emails within 2-5 days. But it is worth noting that this is not a rule since periodicity must be established according to the behavior of the leads and their purpose.
6. Analyze the results of your automation flow
Do not think that your work is over after putting your flow of automation to lead nutrition to work.This is because as with any strategy, it is important to analyze the performance and results of all the actions you put into practice.So you can understand what went right and what not in order to optimize the process and reap better results at an upcoming opportunity. In order to do so, there are some metrics that you can not fail to analyze so you can understand the performance of your lead nutrition.