Lesson 4: Lead Nurture—Creating Effective Workflows
Welcome back for your 4th c[AMP] lesson! Today we’ll teach you how to get started with lead nurture and map your first workflow. Watch the video, then download and complete the supplemental worksheet to receive your 4th badge of mastery in creating lead nurture workflows!
Watch your fourth lesson!
Welcome back to our 4th lesson at Content Amp Camp. Are you ready to teach your content to survive in the wild? This time we’ll be talking about lead nurture and how to create effective workflows.
So first, what is lead nurture?
So first, what is lead nurture? Lead Nurture is a way to automate and personalize your engagement with leads through email. Lead nurture is an email marketing strategy where your focus is on targeting specific audiences with specific content that leads them to take an action in our sales funnel.
Lead nurture is an essential way to keep your potential customers informed and educated along their customer journey. According to a study by Annuitas Group businesses that produce nurtured prospects increase qualified leads by 461%, and nurtured leads make 47% larger purchases than non-nurtured.
Let’s break down lead nurture with an analogy– think about hiking a trail…
Red Trail (super difficult)
Blue Trail (moderately difficult)
Green Trail (super easy)
There are options, there are three different trails – red, blue or green. These trails can tell you a lot about the people who hike them.
Based on which trail someone is interested in, segments are created. Different segments of an audience demonstrate different behaviors. For example, people who are looking for a tough hike will gravitate towards the red trail while leisurely hikers will gravitate towards the green.
Once an audience is segmented they’ll need to prepare in different ways for their hike, and likely see different things along their journey. Just like different segments of your audience should receive different content, and take different actions along their journey.
Welcome to the Blue Trail -> Base of the Mountain -> First View Point (1/4 up the mountain) -> Second view point (2/4 up the mountain) -> Third viewpoint (top of the mountain).
Let’s say I’ve decided I want to hike the Blue Trail—and there are 4 different stops along my way. The first is the base of the mountain, the second is a quarter of the way up and I stop for water, the third is halfway and I stop to take a picture, and the fourth is the top of the mountain where I yell “I’m on top of the world!”
If I had taken the red trail, I would have likely needed more stops and breaks along the way, or the green trail I may have needed less in less time.
Just like there are different stops along my trail, in a lead nurture workflow, different emails would be needed to supplement your leads at various stages of the workflow and customer journey. The frequency of emails and duration of the workflow will depend on the segment of your audience, the product or service offer that you’re promoting, along with other factors.
- What forms exist on my site? Are there any gaps where there should be a form?
- Do I have multiple personas/audiences who interact with content on my site?
- What is the average duration of my customers’ decision-making process?
- What content does my customer need to consume to be educated about their purchasing decision?
If you want to create an effective workflow you’ll want to first segment your audience. Analyze what forms exist on your site and see where you are missing lead capture forms on pages with considerable amounts of traffic.
Form Submission: How-to Guide to Backpacking the Grand Canyon
For example, let’s say I own an ecommerce website that sells outdoor equipment. One of my lead capture forms is an instructional how-to guide on backpacking the Grand Canyon. This segment of my audience is likely early on in their planning stages, so after they convert, I want to nurture them with emails relevant to the interest they’ve already identified.
Form Submission: How-to guide to backpacking the Grand Canyon à Contact property: Selected that they are planning a 10-day trip
Consider also: does your site have multiple personas? Let’s say half of my audience is interested in intensive 10+ day backpacking trips, while another is just looking to do a weekend trip. I may want to cater my lead nurture content to reflect what those segments want since they’ll likely need different gear and tips. I can do this by adding a form field with that exact question.
Form Submission: How-to guide to backpacking the Grand Canyon > Contact property: Selected that they are planning a 10-day trip > Duration: 6-month workflow Frequency: once/week >
Before making a workflow, consider how long it takes a customer to make a purchasing decision—for bigger purchases it may take longer for your customers to decide. In my example, I’m going to target people who are looking to take 10+ day hikes, and I already know those people tend to plan at-least 6 months out, but don’t like to be bothered by emails too frequently.
Form Submission: How-to guide to backpacking the Grand Canyon > Contact property: Selected that they are planning a 10-day trip > Duration: 6-month workflow, 1 email per week > Content: Backpacking essentials, preparation tips, and Grand Canyon must-see places, exclusive offers.
Now I’ll want to determine what content this segment will need along their customer journey. They’re interested in backpacking essentials, Grand Canyon must-see places, and preparation tips, and exclusive product offers.
Planning your content
- Is any background information needed?
- Example: Month 1-2
- Checklist of items needed to backpack the Grand Canyon
- Top 5 sightseeing spots at the Grand Canyon
- What information is helpful to your customer’s journey?
- Example: Month 3-4
- Top 5 backpacks for long distance backpacking
- Tent comparisons – the top 3 brands
- What offers will be most appealing at this stage?
- Examples: Month 5-6
- Free water bottle with purchase of…
- 10% your permit to hike the Grand Canyon with purchase of a tent…
- Examples: Month 5-6
- Example: Month 3-4
- Example: Month 1-2
In our outdoor store example, as the 6 months of my customer’s journey goes on—I’ll likely want to deliver different content leading up to those individuals’ trip. For example, in the first couple months, I’ll want to deliver content that’s less product specific but aimed at educating them about what’s needed. At the three-month mark, I may want to start delivering product specifics, and later I’ll want to start incentivizing purchases with offers.
I now have a clearly segmented audience, a plan for workflow duration and frequency, and a general idea of what content I want to deliver to that audience.
You can do this same exercise with your own audiences.
Let’s build your first workflow. Use the provided worksheet to determine what segment you would like to target, what contact properties if any apply to that audience, what duration that workflow will be, how often you’ll send emails, and what content will be of interest to that audience.
You’ve now earned your “Lead Nurture Badge,” start mapping out your workflows and we’ll see you next time to talk about paid social media!