How to set up a lead nurturing campaign in your small business

How to build a lead nurturing campaign for your business

What are the things that small businesses owners must keep in mind when building a lead nurturing strategy?

When building your lead nurturing campaign for your small business, you need to concentrate on the following

Define Your Sales Funnel: In order to nurture people through your sales funnel, you must first define it.

Define Your Goals: at the planning stages of your effort, the most important thing to do is to define the goals of the campaign. Bear in mind that each step in the sales funnel has it’s own goal.

Defining your funnel, goals, and objectives will affect all factors of your nurturing campaign. – Content, time duration and audience.

By defining your goals and objectives you are able to figure out who your target audience are and what content to give them.

But who is your desired audience for your nurturing campaign?

Your small business may be targeting a certain group based on your persona. Create content (web pages and emails) based on what your desired audience needs. Remember this isn’t about you, it’s about them getting solutions (from you).

After identifying your target audience, it’s now time to have a content plan.

Content strategy: figure out which content is most effective in your campaign. As stated above, content will consist of web pages as well as emails that “tie” them together.

Therefore Consider the following nurturing campaigns for your small business.

Every lead nurturing effort really has 2 “tracks”. The main track for people who move down the sales funnel, and the “other” track for people who don’t.

The main track is where you walk people through each step in your sales process. The secondary (or other) track is for keeping in touch with people who never take action. It’s a longer term track and is really a way of staying in touch with people until they are (hopefully) one day ready to take action.

Sales Enablement: Of course the final step in sales process is a sale. I’ve seen people develop elaborate marketing automation flows where the sales step is not prominent enough. Remember at the right step you do need to ask for their business.

Learn more here…

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