We may not be stock market pros or financial advisors, but we can give you a little investment advice that will help your business succeed in this new year! (Okay, it’s not exactly financial investment advice, but it’s just as valuable!)
One of the best digital marketing strategies you can use to generate greater sales and stronger customer loyalty and retention is to invest in strategies that nurture your leads.
Nurture: Providing helpful content, checking in, and generally keeping your name top-of-mind.
Leads: Those potential customers who have joined your email list, signed up for text message reminders, or booked a call, but still haven’t purchased.
Nurturing your leads and investing in those not-yet-ready prospects sets your business up for strong future sales. Because when the time is right, guess who’s on their mind??
Ready for 3 pieces of timely customer investment advice that’s sure to provide some business-boosting dividends? Let’s jump in!
Lead Nurture Strategy #1: Set up strategic retargeting ads
Retargeting ads are a specific type of digital marketing that use cookies (and not the chocolate chip ones!) to place online ads in front of leads who have visited your website, checked out your social media, or signed up for your newsletters. And they’re remarkably effective. Not only is the average click-through rate of a retargeted ad 10x higher than a traditional display ad, retargeting has been shown to increase abandoned cart completions by 26%!
When you set up your retargeting ads (or have MediaSpark handle it for you!) you can specify the type of lead you want to target. It could be someone who abandoned their cart just before purchase, or even a lead who’s clicked your ads before. And whoever it is, they’ll be more likely to remember your brand and return to your site.
Why we love this digital marketing strategy: These leads are obviously curious about you! They’re aware of your brand, they may have already started shopping, and they’re most likely in the market for exactly what you offer. In other words, they’re a warm pool of leads who are nearing a purchase decision—the absolute best kinds of leads to connect with.
Lead Nurture Strategy #2: Prioritize email check-ins
Want to get a little more hands-on? Reach out to your leads with an individualized, one-on-one email.
Here’s an example of how we’d structure this touchpoint:
Hey [Lead Name],
Just wanted to check in. Are you still considering [our product or service]?
If so, I’d love to answer any questions you have, or give you a free demo so you can try it for yourself.
Hit reply and let me know what you think.
Talk soon,
[Your Name]
Add in your own details, and a personalized phrase or two to make this contact feel intentional, and you’ve got a great touchpoint that nurtures your lead and keeps your business top-of-mind.
Why we love this digital marketing strategy: This is a strong nurture strategy for businesses that offer higher-ticket products or services. At a higher price point, customers may take longer to make that final purchase decision—especially in times of recession when finances are tight.
A personal check-in, though a bit more time-consuming than other digital marketing strategies, can be just the encouragement (or customer service) they need to seal the deal.
Lead Nurture Strategy #3: Deliver personalized value
Our third go-to lead nurturing digital marketing strategy is to provide leads with segmented, personalized resources based on what we know about them.
For example, say you have a group of leads who all inquired about your remodeling company’s roofing services, but never purchased. You could email this group of people a guide to picking the right type of roof, then send them a video showing how each shingle color pairs with various home colors. Finally, you could mail them a postcard with a discount to your service, if they schedule this summer. That’s three highly valuable, super personal touchpoints that deliver those leads the exact support they were looking for.
Segmenting your leads by their interests isn’t the only way to deliver personalized value. You can also divide them by city or age range to provide valuable content that’s closely tailored to their lifestyle.
Why we love this digital marketing strategy: In 2023, digital marketing will be all about personalization. Already, 91% of consumers say they shop with brands that provide personalized offers and recommendations, over brands with a generic shopping experience. And this trend is only expected to deepen. We’re living in the information age, and customers expect every product and service to be tailored to them.
If you liked these strategies, you’ll love partnering with MediaSpark!
We’re a digital marketing agency in Omaha that services the best brands in Nebraska and beyond. If you’re ready for more, better leads and greater growth this year, Let’s Chat!
