Your favorite restaurant has eggplant parmesan on the menu. It sounds delicious, but you’re not 100% sold on the idea. You ask your girlfriend of her opinion, and when the waiter walks by you ask him if it’s worth ordering. Then, you look around for other customers that have ordered it, hoping that you can see the dish before making a choice. Whether you know it or not, you’ve become an undecided lead that needs some nurture marketing, and you’re looking for content to help make your decision.
Nurture marketing involves reaching out to customers who are on the fence about whether or not they want to purchase your product or service. By fostering a stronger relationship with them and giving them the information they need to make a decision, you may give them that extra nudge that makes them say ‘Yes.’ Here are six ways to do just that:
Influencers and experts
There are influencers in almost every decision you make in life. These people have the power to affect the purchase decisions of others because of their real or perceived authority, position, knowledge, or relationship.
People often look within their inner circle of companions. In the eggplant example above, a girlfriend would be considered an inner circle influencer because her opinion holds weight. Her saying whether or not she was eyeing the dish herself or wouldn’t mind splitting it will impact your ordering decision.
You can also look to others for their expert opinion. The waiter in this scenario is familiar with the dish, has likely tried it, and heard feedback from other customers. His accumulated knowledge can help you make your decision.
You should know who your undecided lead’s influencers are when trying to convince them to buy your product. If you persuade their influencers, then this nurture marketing tactic will likely work in your favor.
When you’re looking for a new book to read on Amazon, you look at star ratings and comb through reviews left by other people who have read the book. Based on the quality and what is said, these reviews can help nurture a buying decision.
Testimonials are recommendations from satisfied customers that speak to the value and quality of a product or service. How do you set your product apart from its competitors? Get your influencers to rave about it and show your undecided lead that it’s something that they have to have.
Nurture leads with more content
During your lead nurturing campaign, you should have developed several buyer personas. When nurturing a lead with more content, it’s vital that the content you’re using is targeted. If your undecided lead is a vegetarian, but you send them information about how delicious it is to use bacon with your product, not only does it show that you’re not doing your research, but you could risk losing that potential customer.
Even if it’s a quick check-in video, design content based on your lead’s hobbies, goals, and interests. If they love buying locally, mention that your wine is from a vineyard just a few miles away. If they like football, mention that Terry Bradshaw is one of your repeat customers (if he is!). Giving customers extra content that they will find interesting shows that you care and will help convince them that your product is worth buying.
Statistics also help. Sending undecided leads an inforgraphic with quantitative data specific to their consideration allows you to make a quick argument about why they should buy your product and also why it’s superior to that of your competitor’s.
Reaching out to subscribers that haven’t made the buying decision can help you understand why they are on the fence. There might be a simple solution that you haven’t even thought of yet, or they might have a misunderstanding about what your product does and how it solves a problem in their life.
Sending a personalized message (and not an e-mail blast) is another way to prove to your undecided lead that you’re professional and care about their end choice. Don’t forget: research shows that email marketing yields approximately a $44.25 return for every $1 spent.
Connect through multiple channels
Most marketers are familiar with the Rule of Seven, which says that a prospect needs to hear the advertiser’s message at least seven times before deciding whether or not to buy. Having multiple channels where your customer can find you allows for them to become familiar with your product before purchasing it.
Having a consistent message across social media platforms, in white papers, articles, blog posts, and newsletters and personal emails will warm your undecided lead up to the idea that your product is worth buying. The keywords here are brand consistency. If your message contradicts itself, your undecided lead may grow to mistrust the product and your lead nurturing campaign could fail.
Having a ‘smarketing’ plan
Finally, it pays to have a plan created jointly by the sales and marketing team to handle undecided leads before a marketing campaign even starts. Concocting ways to navigate middle of the funnel activities will make you prepared to persuade interested parties that are not yet convinced.
Not only is it essential to have a plan, but following-up with an undecided lead must occur promptly. If a lead grows cold, it will become more difficult to nurture them. Reaching out within the first five minutes can significantly change your outcome for the better.
No matter how great a campaign goes, lead nurturing should be an expected task. By using several or all six of these nurture marketing strategies, you can get your undecided lead over the fence and into buying territory.
What strategies have you used to nurture leads in the past? Leave a comment below.