All marketers have experienced the trials and tribulations of leads that seemingly will not budge over the goal line and convert. Rather than throw in the towel on those challenging leads, let’s evaluate your nurture process and take a look at your approach with fresh eyes. Ask yourself the following three questions to get a better idea of how your process is performing in key areas that influence conversions.
How’s your timing?
You know the saying, the early bird catches the worm; well in marketing and sales the early bird, in most instances, can end up closing the deal. According to InsideSales.com, research shows that 35%-50% of sales go to the vendor that responds to the lead first. While the first responder has a competitive advantage, it’s important to point out that it doesn’t necessarily mean every lead is automatically ready to become a customer upon inbounding.
Marketing Donut shares that 63% of people requesting information on your company today will not purchase for at least 3 months – and 20% will take more than 12 months to buy. To take things a step further, 80% of sales are made on the 5th to 12th contact. That’s why it’s so vital to have nurture processes in place that leverage the appropriate cadence for those teetering on the edge of commitment, and those who need more time. Relying only on your Sales team for follow-up is a questionable strategy as studies show only 10% of Sales people make more than three contacts with a prospect.
Are you getting personal?
Beyond responding quickly and establishing an appropriate tempo for your nurture activity, it’s important to realize the simple fact that not all prospects are the same. Though personalization is one of the most critical components of a successful nurture campaign, many marketers neglect to do so. In fact, while HubSpot reports the following compelling stats for personalizing your timing and messages, 41% of marketers do not build strategies using buyer personas.
The proof of personalization’s influence on achievement is clear:
- Personalized emails improve clickthrough rates by 14% and conversion rates by 10%.
- 68% of marketers say personalization based on behavioral data has a high impact on ROI.
Take a look at Micky Long’s recent post: “Five things that can unravel your best lead nurture campaigns and lead management plans” for more insight on the significance developing persona information and segmenting has on the success of your marketing.
Is your call to action clear?
Crafting messaging is a balancing act. While you want to supply compelling and relevant content that leaves a good first impression with leads, the last thing you want to do is be so verbose that your call to action gets lost in the mix.
Clearly state the intent of your email. If the purpose, and your call to action, is focused on scheduling time with a lead try being specific and say “I’d like 15 minutes of your time, to discuss x benefit, y benefit, and z benefit,” rather than, “I’d love some time to speak with you.” Making a small tweak like that can be the difference between an engaged lead and a lost lead. Click here for more call to action tips from HubSpot.
Timing, personalization, and clear call to actions are crucial, but they’re certainly not the only components of a well performing nurture. What are some other conversion influencers to pay special attention to? Share your thoughts with us.