Paid Media can often be a reliable traffic source that produces high-quality leads. However, just because a lead converts on one of your ads doesn’t mean they are ready to make a purchase. And since you that lead didn’t come to you for free, you’ll want to do everything you can to turn it into a sale. This where marketing automation comes in.
Lead nurturing is not a new concept in marketing, but many businesses still struggle in this area. To get the most value of your ad spend and improve close rates from your from Paid Media channels, you’ll want to set up one or more targeted nurture campaigns. This post will provide some helpful tips and instructions.
Segment Your Drip Sequences
Like all things marketing, the more targeted you can be, the better off you are. Nurture sequences are no different. A one-size-fits-all approach won’t get you the results you are looking for and since these leads are coming to you at a cost, you want to make sure you are getting as much value as possible from your efforts.
To set up an effective nurture campaign for your Paid Media leads, follow these steps:
- Identify what the ad was for. You should already have your ads campaigns set up in HubSpot. Determine which ad brought the visitor to your site and educate them further on that product or service. For example, a lead that converted on an ad for SEO would not respond to messaging about Paid Media or general marketing services.
- Use similar messaging. Try to not switch up the value proposition and keep your messaging consistent with the ad copy. For example, if the ad copy emphasized cost savings as a value proposition, don’t change course and try to sell “efficiency” or “peace-of-mind” at this point. You already know these leads want to save money, so use that to your advantage.
Create Multiple Touch Points
Lead nurturing is a process that requires you to understand your buyers, their pain points, and how they go from “interested” to “customer”.
An effective lead nurturing sequence will require multiple touch points at regular intervals. This means you’ll have to understand how long the sales cycle is and act accordingly. For example, say your sales cycle is about 30 days. You’ll want to set up an appropriate amount of follow ups (say between 3 and 5) to keep your leads engaged during that period.
The tone and messaging you use in your follow ups should be less salesy and more educational. The goals of lead nurturing are to:
- Stay top of mind until your leads are ready to purchase
- Provide education and build trust in your brand
- Lead your prospects through the buyer’s journey
One email alone is not going to accomplish all these goals. You’ll need to continuously provide value and engage your audience until they are ready to speak with a salesperson. You can improve and refine your nurture process over time, so don’t worry about nailing it on your first try.
Hand off to the Sales Team
Once a prospect has decided they are ready to speak with a salesperson, you need to make sure that hand off is as smooth as possible. This means providing your sales team with as much context and information on that lead as you can. This will help them create better and more focused conversations that have higher close rates.
Maximize Your Paid Media Spend With Marketing Automation
Paid media can be a huge traffic driver and lead source for your business. However, without a proper nurture strategy in place, you will undoubtedly be letting some of those valuable ad dollars go to waste.
If you need some help with paid media and marketing automation, contact WEBITMD today or download your free Growth Stack guide below to learn more.