Digital marketers will agree that their biggest challenge (other than proving ROI, of course!) is to make sure that the leads generated by their inbound marketing efforts don’t slip through the cracks. But it happens in several cases.
There can be two main reasons for this to happen:
To start with, let us revisit the Inbound Marketing Funnel and see what digital marketing should achieve at each section of the funnel. Accordingly, we need to take actions for implementing our lead nurturing strategy.
Top of the funnel (ToFu) – Build, build, build, and build more! Build as much traffic as possible so that the odds are higher that the conversions of qualified leads will be higher. You need to do this through Social Media Marketing campaigns, AdWords campaigns, and your regular SEO best practices.
Middle of the funnel (MoFu) – Build a database based on how you have captured the leads. The database should be segmented based on the content type where the prospects have provided their contact details through your inbound efforts.
Your lead nurturing starts from this step onwards.
Use the segments that you’ve created for lead nurturing through Email Marketing OR Account Based Marketing through LinkedIn Sponsored Updates or through LinkedIn Sponsored Mails.
Bottom of the funnel (BoFu) – At this section, further segment the above database based on the actions taken by the prospects. Use Email Marketing for lead nurturing at this stage. Repeat segmenting the database of the prospects based on the actions that they take after every lead nurturing effort. Do this till your prospect is ready to meet the sales person for a demo. Your marketing qualified leads are now sales qualified leads.
Now that we have segmented database of marketing qualified leads, which content should be used at which stage? Here’s a figure which will help you understand just that.
It is evident that content marketing plays a big role in driving successful lead nurturing campaigns. There will always be an overlap of content type that you can use in your inbound marketing efforts, and as a fall-out, an overlap of content type that you can (rather should) use for your lead nurturing campaigns. As you proceed with your campaign and re-segmenting the database that you collect at various levels, you willrealise that the content assets that you already have, can be (and should be) re-purposed.
With content marketing mapped with your inbound marketing funnel, you can have the following types of lead nurturing campaigns:
To maximize your inbound marketing efforts, look for an aligned lead nurturing process in your organization.
Mridula is an experienced Digital Marketing professional, and loves to write about topics that make a difference in your online marketing strategy.
Write for us
Want to contribute your thoughts here?