Do you already know the email marketing process, but still need to expand the possibilities to nurture your lead base? Building a qualified base is the first essential point. It’s no use sending emails with persuasive texts to a huge list of people who don’t hold the potential to be your client. By producing content targeted to the characteristics of your persona (ideal customer), you will attract the right customers.
Here’s a list of possibilities for your marketing team:
1) Create quality content that speaks directly to your target audience:
In addition to generating content on your blog, you can create “gifts” such as exclusive eBooks for those who register, thus increasing your mailing list.
2) Share news about your company on social media, in groups and communities related to your persona (ideal customer profile):
Your social media assistant can should not only be a content publisher, but also be an interaction agent and advocate for your brand, expanding the diversity of environments. Just remember to respect the community and groups’ rules to check how you must proceed.
3) Offer special conditions:
Discount or early access to launches or exclusivity in promotions, for those who subscribe to your email list.
4) Create unique content for leads on your email list:
The newsletter is the classic example, but it doesn’t necessarily have to be a monotonous email, it can also be an electronic magazine with videos, or a weekly video sent by Whatsapp. There are several formats that you can explore.
5) Develop an SEO strategy
Thus, it improves the ranking of your website in search engines. Research your persona’s interests on the internet, on portals in your industry, on Google Trends and social networks to discover the best keywords that will help your blog/website rank. This is where you can create lead capture pages.
6) Develop content partnerships and link building
Invite professionals and partners to write on your brand’s blog, promote link exchanges with relevant brands in your area, and create lists that point your articles to other sites in your industry, to increase your site’s relevance. And don’t forget to create strategic content on your pages, so that new visitors are encouraged to register with your base.
7) Create virtual events
Some examples are Webinars or free mini courses, which present some advantage for your persona to sign up and send their email and personal data to your base.
8) Create video content to share on your social platforms
Encourage interaction through comments on your videos. There, your team will be able to DM your new followers on Instagram, Facebook, or Youtube.
9) Design short contests or referral campaigns to encourage customers to submit their data
An example would be offering a free gift to the user who submits the best name suggestion for your new product. Or else, friend referral campaigns and forwarding your materials and inviting friends to events.
10) Offer free product and service trials to attract leads
This is the famous reciprocity trigger, and it will allow you to collect your persona’s data in advance. Once this strategy is already “old”, consider your competitors also use it. If you want to stand out and attract people for real, you’ll need to offer customers really valuable content or features.
11) Create interactive content for greater engagement with leads
Observe how influencers write posts on the Instagram network asking Internet users to respond with specific key phrases in the comments (for example “Type ‘I want’”, “Type your name and tag 1 friend”…). Soon after, they use this interaction to DM their new visitors. They also use features such as polls, question boxes, etc.
12) Use data analysis tools to better understand your leads’ behavior
Google Analytics allows you to measure a lot of data, such as the number of visits and the time they spend on each page of your website/blog, which can confirm whether your content is being seen and is in line with your persona’s interests, or which aspects you need to review.
Did you like these ideas? Don’t know how to use the power of copywriting to write pieces that help nurture leads? DM me at +55 41 99993 5645.
Among other skills, Denise Maciel is certified in Inbound Marketing by Hubspot (USA), and Social Media Content Planning by MLabs (BR) – focusing lead attraction and convertion.
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