More than 60% of businesses consider traffic and lead generation their biggest marketing challenge.
It’s also a challenge that’s well worth working on. Imagine how your business will flourish when you nurture every lead as well as possible. We’d wager it would feel pretty satisfying.
However, many businesses are still unaware that their lead nurturing strategy needs help.
So, here are the 5 warning signs that your lead nurturing strategy is failing and the best ways to fix these problems quickly and easily.
Warning sign #1: People are unsubscribing from your blog at a high rate
If people are unsubscribing from your blog at an unusually high rate, this a clear sign that you need to adjust your lead nurturing strategy.
It can be alarming to see your subscriber rate drop. But there’s no need to panic – just follow the steps below:
- Track the performance of your blog posts and work out what’s doing better and why. Then, write more of the type of content that’s getting results.
- Double-check your buyer personas and tone of voice – are you talking to the right people in the right way? You want people to keep coming back because you’re speaking their language and resonating on a consistent basis.
- Review the other elements of your blog. These could be your website design, the images you’re using, and how you’re sharing content on social media. Leads will come back to a website they enjoy using, and they’ll come in droves if you have a savvy social media presence.
Your blog is the foundation of your content strategy and critical for nurturing your leads, so don’t let it become a weak link.
Warning sign #2: Your sales team isn’t happy with the quality of leads
An effective lead nurturing strategy ensures the best sales qualified leads (SQLs) end up in the hands of your sales team.
So, if they’re not happy with the quality of the leads they’re getting, it’s time to do some investigating.
Here’s how to get back on track:
- Hold a workshop between marketing and sales to agree on what a good lead looks like;
- Use lead scoring to track and improve lead quality;
- Employ strategies that actively encourage leads to engage with your website, and
- Review your sales processes – it could be a problem on their end.
Without leads that close, your business is headed for trouble, so do what you can to ensure you’re delivering on quality, not just quantity.
Warning sign #3: Contacts aren’t opening your emails
Once you’ve collected contact information, it’s important to take the next step—quickly. Yes, you got them through the first hoop, but now you need a diligent and effective email marketing campaign to nurture your lead.
But how do you do it effectively?
Well, personalization is an important tool. Personalized emails can generate as much as 6 times more revenue than ones that aren’t.
One way to catch a lead’s attention is to write a catchy subject line. Here’s how:
- Capitalize only the first letter of the sentence. This makes it feel less sales-y.
- Use questions. For example, ‘Hi Mark, are you looking for ways to increase revenue?’
- Keep the language informal; you want the recipient to feel like they’re getting a letter from a friend.
e.g. ‘Hi Mark, check out this out…’ NOT, ‘Hello Mark, please find attached…’
Personalization and a great subject line are both powerful aides for creating effective emails, but don’t forget about the other details. This includes improving your email CTA buttons and delivering targeted content the recipient really wants to read. Use automation tools to build something repeatable, yet relevant.
With excellent email marketing in place, you can ensure leads won’t lose interest in your brand or fall off your radar.
Warning sign #4: There’s high traffic but a low conversion rate
This one can be heart-breaking. You’ve done the hard part and got visitors to your landing pages, but for some reason they either aren’t converting or – if they’ve converted once – they aren’t taking the next step along the buyer’s journey.
Fortunately, there are some proven remedies to this problem:
- Identify precisely at what point visitors are failing to convert – use heat maps, and time-on-page data to get specific.
- Work to improve your CTAs. This includes, copy, CTA size, location, and images. Use A/B testing to check what works.
- Create the highest value offers you can. If people aren’t converting, perhaps you’re not offering something they really want. Case studies are often effective – leads love to see examples of others having success with your product.
- Copy landing pages templates that are proven to work. Afterall, there’s no need to reinvent the wheel if you don’t have to.
Perhaps you’re trying to get more leads through the door. Or, maybe you’re trying to turn a marketing qualified lead (MQL) into an SQL. Either way, small iterative improvements can build to a substantial increase in your conversion rate.
Warning sign #5: You don’t have clear goals
How do you know if your lead nurturing is effective? Having SMART goals. This means that your goals are specific, measurable, attainable, relevant and timely.
It’s good practice to know where your lead nurturing sits as a part of your entire business acquisition plan. This is because it gives what you do context and makes it easier for you to collaborate with the sales department and the C-suite. And, if you need to prove your case about why investing in lead nurturing matters, this is how you do it.
An example of the SMART goals that make up your new business acquisition process might be:
- Marketing attracts 200 MQLs every month.
- Through lead nurturing, these are worked into 50 SQLS.
- Sales work these 50 SQLs and then close 1 deal every month.
- The business takes on one new client a month and grows consistently.
With SMART goals like the one above in place, it’s clear whether your lead nurturing strategy is failing or not. Then, if needed, you can take appropriate action to improve it, or, help your business to invest in another element of their business growth strategy.
Time to take action
Investing time and resources into renovating your lead nurturing strategy is a high-v88alue move for your business. Overlooking this aspect of your marketing isn’t wise – without an effective lead nurturing strategy, your business will struggle to achieve the profits it needs (and deserves!) to grow.
Improving your emails, your conversion rates, and your blog will all help to improve your lead nurturing strategy. As will setting clear goals and working with your sales team to ensure the leads are of the right quality.
With the advice in this guide, you’ll dramatically improve your lead nurturing strategy, but if you’re looking for a little more support on lead capture, download this free guide to building effective landing pages.
Beyond being a good egg, Simon Collins is a marketing copywriter at Articulate Marketing. At Articulate, we specialize in turning tech jargon into words real humans want to read. We’re Hubspot Platinum partners, a Certified B Corp, and even made our own gin.