Lead nurturing: transform your "cold" contacts with strategic content steps

You undoubtedly have a pool of untapped contacts: brochure downloads, trade shows, various prospects or former customers. At Digitalised, we know how to maintain an intelligent link with your « cold » contacts by delivering the most effective messages at the right time, until they subscribe to your product or service. It’s called lead nurturing

Your contacts :
The starting point for your growth

Themes
conversational

Show the value of your company to create 1 expert link

Nurture contacts with contextual or targeted content

Encourage contacts to interact with your brand by creating a sense of urgency

Continue to nurture the relationship with instructive and service-oriented content

Turn your customers into fans: they'll promote you and recommend you.

How to make a good
lead nurturing

Segmenting leads

Divide leads into groups according to their characteristics (industry, company size, interaction behavior, etc.) and their place in the buying journey. Then create score cards.

Send e-mails or content tailored to the specific needs of each lead segment, taking into account their interests, past interactions with the brand, and level of maturity.

Set up automated e-mail sequences based on lead actions (for example, a lead downloads an ebook, then receives a follow-up e-mail with additional information), or on a behavioral basis. Do this gradually.

Regularly send out useful, relevant content that meets leads’ needs (blog articles, case studies, infographics, webinars, white papers, etc.). The content should correspond to the lead’s stage of the buying journey.

E-mails, social networks, SMS, chatbots… consider all possible channels to send your personalized sequences. It’s all about setting up affinity strategies to encourage adoption and listening.

Analyze open rates, click-through rates, conversions and other key indicators to assess the effectiveness of lead nurturing campaigns. The strategy then needs to be adjusted, while cold leads need to be re-launched.

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