How To Use Interactive Content To Nurture Your Leads?
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Do you know how there are three Deathly Hallows? And even without one of them, your power isn’t complete? Well, lead conversion is just like that and it has its own three deathly hallows – lead generation, lead segmentation, and lead nurturing. We’ve talked about the first two at a great length. And now we move on to the last one – lead nurturing with interactive content.
What Is Lead Nurturing?
In simple words, lead nurturing is the process of building a relationship with your leads. It is primarily done by sending them personalized and relevant content at every stage of their buyer journey. It is lead nurturing that contributes most towards the conversion of maximum leads. Statistically, 80% of the new leads never translate into sales. Companies that excel at lead nurturing actually produce 50% more sales-ready leads. Nurtured leads make 47% larger purchases than non-nurtured leads.
Now that we’ve seen the statistics, the need for a lead nurturing strategy should be obvious, right? But despite that, research shows that only 36% of marketers actively nurture their leads. Are you one of them? Great! But if not, you should definitely read ahead to learn why you should be. There are multiple benefits of lead nurturing that make companies experience such positive results through the process. Let us justify the numbers that you have seen above with a few insights of our own.
How Is Lead Nurturing Helpful?
Let us quickly run you through why lead nurturing is as amazing as we say it is!
1. It Helps Maintain And Grow Relationships
Lead nurturing isn’t about sending every piece of information to every lead. It is about sending relevant information. And it varies from lead to lead, depending upon their position in the buyer’s journey. This kind of value-based information builds consumer trust in your brand. And in turn, it increases the likelihood of the lead turning into a customer. Lead nurturing shows the customer that you are knowledgeable in your field and have insights to share. And they will trust you when they have questions that need answers.
2. Consistency In Communication
66% of buyers indicate that constant communication plays a huge role when it comes to customers choosing a solution provider. It allows you to share trending industry news and give leads the information that they may otherwise not know about. Leads appreciate the consistent updates, as it makes them feel important in your list. When a lead sees that a company is so timely and regular about their communication, it increases their motivation to associate with the company.
That’s the best thing about lead nurturing! That it’s so smart. Since lead nurturing can be automated, it is a lot cheaper than direct email messaging. You do not need to hire more human resources to keep up with your leads. And neither do you need them to spend a lot of time on it.
4. Maintain Or Increase Engagement
Lead nurturing is a great method of maintaining or increasing engagement. When a lead has already made the move to interact with you, you can send them more information in order to make it more purposeful. And, if a lead has stopped visiting your site or reviewing your offers, lead nurturing is a great way to remind them about your opportunities.
5. Encourages Referrals And Leads To New Leads
If you’re doing a good job of providing relevant information to your leads, they are more likely to share it with other people. This will increase your prospective leads and attract more people into your business.
There’s no question about whether lead nurturing will be helpful for your business or not. But like everything else, lead nurturing is associated with a few problems too. There are a number of issues that marketers commonly face with lead nurturing and we’re going to tell you about them.
Problems Associated With Lead Nurturing
There are a ton of problems that marketers face while attempting to do lead nurturing. Let’s have a look at a few of them –
1. Your Lead Magnets Are Not Optimized
A lead magnet is any kind of content source through which you ethically obtain lead information. It could be e-books, webinars, calculators, quizzes, etc. The problem arises when you do not optimize your lead magnets. It is important to make sure that your lead magnets appear to be attractive to your reader. And more importantly, it should be strategically placed for your readers to see it. Lead magnets increase lead generation and conversions by as much as 400%. And marketers are often not able to reap these rewards because of a lack of optimization.
2. Not Sending Personalized Content
The thing is, everybody’s producing content. Right now, at this very second, as you’re reading this word, new content is being produced. And the problem is, that the shoe does not fit everyone. Not everybody likes all kinds of content. And if you’re imparting the same information to all your leads, and not paying attention to their interests and their journey, it’s not going to work out. So make sure your content is personalized and specific.
3. Lack Of Trust Indicators
Consumers are skeptical of businesses. And it’s only natural. A very important solution to this is having trust indicators. This kind of social proof comes in the form of testimonials, stories, customer reviews, etc. These are just a few things that a business can leverage in order to prove its credibility. Lead nurturing strategies often tend to fail when a business has not maintained good standing in the market.
4. Sending Users To Generic Pages
Lead nurturing fails even after leading a prospective customer to a generic web page. You can send all CTA embedded content to your leads. But if the CTA does not direct your lead to a relevant landing page, the content loses its value. You need to make sure that the information you direct your lead to meets their requirements and solves their purpose.
5. Budgetary Issues
Even though lead nurturing is one of the most cost-effective processes of conversion, it can turn into a disaster if not done efficiently. Investing in a marketing automation tool is a big part of lead nurturing. To make sure this does not fail, you need to make sure your lead nurturing strategy is optimized.
Well, this seems like a bummer. But wait, there’s bound to be a solution to this, right? Of course, there is. Any guesses? That’s right, interactive content, the new mantra for marketing.
Why Use Interactive Content For Lead Nurturing?
Interactive content is great for everything else, then why not lead nurturing? And we’ll tell you why. Interactive content is the solution to all the problems we listed above.
Interactive content is a great way of increasing consumer engagement and participation. It makes the prospective customer feel in control of things. Interactive content can be anything. It includes calculators, quizzes, infographics, polls, surveys, and so much more. Interactive content is not only a way to generate leads but also to nurture them. It is value-based. Through it, you can leverage value-based information in exchange for the customer’s constant engagement. It imbibes a level of trust for you within the leads and increases their prospects of conversion. Let’s have a look at how you master lead nurturing with interactive content!
How To Use Interactive Content For Lead Nurturing
Let’s have a look at all the ways interactive content can be of great help to you in your process of lead nurturing –
1. Follow-Ups Through Interactive Content
The best part about follow-ups through interactive content is that you can customize your follow-ups depending upon which part of the funnel your lead is in. For example, there is an audience that has clicked on an ad or reached your blog. You can assume that they are interested in interactive content. Now, you can send them interactive content, like calculators or outcome quizzes that will help them gauge your services. You can use these content types to show them the benefits that they may avail from your services. For example –
For instance, a car company like Tesla can use this calculator to target customers that have shown interest in buying a car or in Tesla as a brand.
Secondly, if you already have interested leads, you can send them interactive infographics and graded quizzes to further their interest in your services. For example, you offer marketing strategizing services to your clients. For someone in the middle funnel, you can lead them to a calculator that calculates the ROI of their present marketing strategy. And then with the data you collect, you can send them personalized offers on how your service can improve their strategy.
And thirdly, if they are already your one time customers, you can send them surveys and polls in order to gather their opinion and retain them as customers.
For example, if you are someone who provides medical services. Have a look at this medical feedback chatbot that can be sent to a customer. This survey will help you understand your churn points where you can improve your services. This also develops a relationship between the hospital and the customer and increases their chances of becoming a frequent customer. It increases customer loyalty towards your brand.
2. Retargeting Through Interactive Content
Using dynamic ads instead of static ads is a great way to retarget your audience. If an audience has visited your website or looked at your products, you can retarget them with ads that have relevant CTAs- to drive them back to your website. Over 80% of all digital ads get ignored by customers. This is why dynamic, interactive ads are the new future of marketing. You can nurture your leads through ads for products or services you think your lead might be interested in.
For example, check out how Outgrow uses its own tool to create interactive content ads!
3. Rewards And Incentives
Giving rewards and incentives are a great way of Lead Nurturing. It builds trust within your company and gets your leads excited about your product. Here too, interactive content can come to your rescue – through giveaways. Giveaways are basically a way of offering free products or services in exchange for your customers sharing your content. This is not useful just for lead nurturing but also expanding your reach. Giveaways are usually time-bound, that makes your lead consistent with your product.
4. Lead Segmentation Through Interactive Content
Lead segmentation is the process of segregating your leads into categories on the basis of patterns and similarities. Segmentation is a huge part of the process of lead nurturing. It allows a more targeted form of nurturing, by sending specific content to an audience on the basis of their demographics, psychographics, intent, etc. And interactive content makes the process of segmentation easy and accurate. You can use calculators, quizzes, surveys, etc. to collect information about your leads and create categories accordingly.
For example, with this calorie calculator below, you can gather the personal information of your leads. This information includes their age, sex, height, weight, etc. Now suppose you are a fitness center. You can use these demographics to segment your leads and target them with fitness plans that may be suitable for them.
5. Lead Scoring Through Interactive Content
Lead scoring is the process of ranking prospects against a scale that represents the value each lead represents to an organization. It is a great way of determining high and low intent leads. It allows you to focus on the more important leads, imparting more concentrated content to them. Lead scoring also helps us determine whether we are ready to send a particular lead to the sales team or not. Interactive content allows for a more flexible and personalized scoring. Not only that, but it also collects more and better data for you.
6. Classifying High Intent and Low Intent Leads Through Interactive Content
Classifying high intent from low intent leads now only help your marketing strategy, but also the sales team. It’s important to check after leads that matter the most. Even when lead nurturing, it’s always a better idea to focus on high intent leads more regularly. Naturally, this increases your chances of conversion.
You can do this classification easily through interactive content. All you’ve got to do is keep tabs on the user’s engagement with the interactive experience. Track the patterns that show and you will find increased engagement for some leads. These are high intent leads. They might also be willing to give away more information in exchange for value-based content. For example, you’re a dietician and you created this interactive quiz for your leads.
Now to classify high intent leads, you can send them e-books on dieting or calorie calculators in exchange for their contact information. You can even offer them counseling sessions at discounted rates and information about your plans and packages. Those who decide to opt for this content are your high intent leads.
Well, that was fun to talk about! At least, for us. We hope it was as informative and engaging for you to read. Lead nurturing is a great strategy for marketing if done well. It works wonders for your customer engagement and conversion rate, as we have already seen. We’re sure that even after this a lot of questions come to your mind. Why wait? Hit us up right now and we’ll be ready with your answers!
Antara Agarwal is a full time marketing consultant at Outgrow. She can be found packing her bags for her next trip, often to the mountains. And in one of those bags you will always find a half finished book she’s been struggling with for months.