How lead nurturing tools including artificial intelligence help to maximize profit.
Lead nurturing, of course, is an important tactic to find and create business opportunities, as well as your conversion rate enroute to maximizing profit.
Key questions to ask yourself: Do you know the effective lead nurturing tasks? Do you have the right lead nurturing tools?
Key questions to ask yourself: Do you know the effective lead nurturing tasks? Do you have the right lead nurturing tools?
Lead nurturing is all about building relationships with brand loyalty and big pipeline of prospective customers.
From providing timely news, guides and webinar invitations, this is accomplished by paying attention to the needs of prospects and giving valuable information at the most-opportune times in order to create rapport and trust.
Lead nurturing begins by gathering contact information including email addresses and phone numbers.
How?
Collecting business cards at events, installing website popups inviting visitors to subscribe, and offering content such as guides or white papers.
You need to be prepared to map out your prospects’ journey and to nurture them every step of the way:
1. Create awareness with articles, guides, white papers and online courses.
2. Include information for them to compare such as product specifications, white papers, and case studies or testimials.
3. Make the purchase with information that might include product demonstrations, answering questions and offering discounts when prospects sign up for newsletters.
4. Encourage loyalty by providing incentives with perks, sneak previews of upcoming releases or providing a dedicated customer-service rep.
The process typically starts with an email marketing and social media with relevant messaging that converts to sales. With advances in technology, you don’t necessarily need a large sales staff.
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You’ll want to create top-of-mind brand awareness, teach about products and services with valuable information, accelerate the purchase decisions and staying knowledgeable about your customer’s buying journey.
Existing customers
It’s important to lavish attention on your existing customers. Why?
There are two reasons: 1. The acquisition costs of winning new customers are very high compared to when you are simply able to keep customers happy. 2. Your happy customers are likely to become your brand’s ambassadors and will boost your company via word-of-mouth marketing.
You don’t want them to feel as though you take them for granted. Send them timely emails, ask them if they have concerns or questions, and provide them with your information. Newsletters are helpful, too.
Technology-driven sales process
Of course, email marketing automation tools help you create email lists for campaigns for your products and services.
It’s preferable to use specialized email marketing applications for tracking campaign results. You could target large groups and get real-time metrics for open rates, click-throughs and sharings on social media.
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But be aware of Canada’s anti-spam legislation. It’s advisable to use a double opt-in to stay out of trouble.
Email marketing tools can help you in many ways:
1. Create top-of-mind awareness
2. Benefit from a low-cost solution for customer acquisitions
3. Personalization enhances your relevance
4. Sustain interest
5. Benefit from automated tasks
6. Create up-selling and cross-selling opportunities
7. Enhance customer satisfaction and retention
8. Generate referrals
CRM, or customer relationship management, is good for email marketing. However, automation tools accomplish a lot more. They can be used to enhance functionality with your emails and web site and social media, as well as to help with automation in special marketing goals.
Artificial intelligence (AI)
AI is beneficial several ways in marketing:
1. List segmentation for demographics, buying behavior and history of engagements
2. Developing highly personalized content
3. Making recommendations
4. Optimizing dates and times to communicate with prospects
5. Testing different approaches to generate appealing subject lines
6. Automating split testing or A/B testing to strategize with two versions
7. Identifying people who are becoming disinterested customers to re-engage them
In addition, be sure to study your site’s analytics. You should learn as much as possible about which of your pages are popular.
Your goal should be listening to your prospects and customers by leveraging data and creating sales opportunities by providing solutions.
So far, this discussion has been about outbound nurturing, but don’t ignore your inbound lead nurturing potential — when customers approach you.
Finally, take three precautions: 1. Be certain your site has highly visible contact information. 2. Keep your search engine listing updated. 3. Harness all social media options.
From the Coach’s Corner, more insights on taking advantage of artificial intelligence:
Marketing – Artificial Intelligence for Your Business — Artificial intelligence can deliver solutions to create happy customers by generating insights into data and consumer patterns. In essence, here’s how.
You Will Boost Your Bulk Messaging with Artificial Intelligence — Incorporating technology into your engagement strategy helps expand your reach to retain quality while keeping costs low. Here’s how.
Artificial Intelligence: U.S. Lags Behind in Educating Students – Study — America’s educators rank just ninth among all nations in terms of preparing students for the real world of automation, according to a study released by a research group associated with The Economist magazine. Here are some solutions.
Artificial Intelligence: How to Maximize Your ROI — You will maximize your return on investment in AI with these five strategies. Plus, why the history of AI dates back to ancient Greek mythology.
The applications, risks, benefits and future of AI and ML — With all their potential for use, the two hottest topics in business, science and technology are artificial intelligence and machine learning. Here’s why.
“If you do nothing unexpected, nothing unexpected happens.”
-Fay Weldon
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