As more food, beverage and nutrition companies embrace inbound marketing to generate more leads, creating an engaging lead nurturing campaign requires more strategy and creativity than ever before. Many times, only a small portion of inbound leads are ready for an immediate purchase, leaving substantial untapped potential. According to HubSpot, 90% of customers are not yet ready to make a purchase, meaning it’s crucial to tailor your marketing towards customers in different stages of the buying process. By implementing effective lead nurturing tactics, businesses can maximize the results of their inbound marketing efforts by:
- Boosting customer loyalty
- Improving retention rates
- Driving revenue
ColinKurtis has found that nurturing leads in HubSpot is a tried-and-true way of engaging your audience and converting leads into loyal customers. Here are our top tips for making sure you’re using HubSpot in the most effective ways possible:
1. Know Your Audience Because Relevance Is Key
Understanding your food and beverage audience is vital for successful lead nurturing. Not everyone wants to see all your capabilities and services in every single interaction, so it’s important to ensure that the content you provide remains relevant and engaging. When considering who your target audience is, remember that the language you use, content you choose to provide and topics you touch on all can impact the way your customer engages with future emails.
Tailoring your messages and using elements of personalized storytelling to match the interests and needs of your target audience will keep them highly engaged throughout the journey. With this knowledge, create targeted content that addresses their specific needs, nurturing them towards conversion. For example, in ColinKurtis’ latest lead nurturing campaign, we featured forms that would help our audience select their areas of interest. This helped us filter through potential leads, sending them only the ‘good stuff’ they requested by engaging with our forms.
Get inspired by our work for clients here.
2. Diversify Your Content
You might be asking, “But why can’t I just send this target audience the same email?” When it comes to delivering effective lead nurturing campaigns with the highest ROI possible, employing various content types is key to maintaining engagement. 99% of users check their inbox daily, so it’s imperative you catch their attention from the get-go.
Infographics, case studies, videos, blogs and other thought leadership pieces within the food, beverage and nutrition industry can all go a long way, but it requires strategy to ensure you have you lists aligned with the types of content the audience is seeking. Additionally, by leveraging a mix of content formats, you can captivate your prospects, foster their interests and establish your brand as a value-adding source of knowledge and expertise.
When deploying ColinKurtis’ lead nurturing campaign, we made sure to clearly identify the areas of expertise we would include in each email. This also meant developing unique content for each. We chose to create engaging motion graphic videos from our 2022 Year In Review case studies, determining this would most effectively showcase our capabilities as well as our success stories over the last year.
3. Campaigns for Different Audiences
Recognizing the distinct needs and preferences of different audiences is essential for effective lead nurturing. By segmenting your leads into categories—such as current customers and prospects—you can tailor your campaigns efficiently.
- Current customers – may benefit from targeted cross-sell or upsell campaigns, aiming to deepen their relationship with your brand.
- Prospects – require nurturing campaigns focused on building trust, providing valuable information and guiding them through your capabilities, services and products.
4. Optimize Based on Audience Engagement
Optimization is key to ongoing success with your lead nurturing campaign. Regularly analyze the data and insights provided by HubSpot to understand how your audience is engaging with your content. Identify patterns, preferences and trends to determine which content types and topics resonate most with your leads. This data can help you pivot and switch your content accordingly, providing more of what your users are actually interested in. What else can optimization do for your lead nurturing campaign?
With email fatigue being a huge reality for many professionals and consumers, having an engaging and useful campaign that your audience will love seeing in their inbox can establish trust and build long-term loyalty with your brand. Your audience will always know you send the best and most relevant information—right at the perfect time.
Effective lead nurturing is a critical component for success. By implementing the strategies ColinKurtis has tested and found success in, you too can master the art of lead nurturing in HubSpot, driving conversions for your brand. If you’re looking to develop unique and captivating campaigns for different audiences in the food, beverage and/or nutrition industries, contact Mitch Robinson at Mitch@colinkurtis.com or call 815.965.6657 EXT. 1 to discuss the future goals of your marketing endeavors.
There are various benefits of working with an agency, especially if you’re seeking to execute campaigns on a larger scale. ColinKurtis has the expertise and optimization strategies that help you stand out in an overcrowded inbox and beyond.
Blog post from:
Matt Hensler
Vice President, Digital Integration
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