Ep 5: How to run an effective lead nurturing campaign

Опубликовано: 24 Август 2022
на канале: Hubgen

Think back to a song that was so popular you heard it everywhere, maybe it was number 1 but when you first heard it you couldn’t understand why. However after 3 listens you warm up to it, and then 4-5 listens you may be tapping the steering wheel along to the beat and by the 7th time you will know the whole song word for word.

Exposure theory works in lead gen to. People need to see an advert 7 times before they convert. We’re bombarded with ads every day and mostly we ignore them because we don’t want to be sold to right? We don’t trust ads.

Meaning, it's becoming harder to get your message across but the solution is lead nurturing.
Most people think lead nurturing is sending the occasional warm email to a lead to see if they are still interested. And sure… That’s one way of doing it.

But you can also do it through effective retargeting of your audience based on the engagement with your brand.

Remember we are less likely to click on an ad that looks salesy when we are in the midst of social media scrolling for a dopamine hit, we don’t want our tik tok time interrupted with B2B ads? Instead, create ads that don’t look like ads.

Our approach at Hubgen is to start with a broad ‘awareness’ campaign to bring people into your funnel such as offering free advice on the ad.

Then, those people that engage in some way with your ad, are retargeted with ads featuring a different benefit or feature of your service. Meaning they won’t be as ‘interrupted’ the second time round when seeing your ad, as they are warmed up.

This continues until they click on your ad and give you their contact details in exchange for a discussion, or quote, or demo. This is nurturing a lead until they are ready to engage with you. And it can be a highly effective way to broaden your potential pool of prospects and keep them warm until they have come to trust you enough to take the next step.

Follow our BELT method

B- Belief- Make your audience believe you have the solution to their problem, be an expert in short 60 second videos. Remember some people havn’t realized their problem yet, so you need to explain it.

E- Engage- Retarget people watching more than 50% of your above video, talk about the problem again and the features and benefits of your solution- product / service

L- Lead - They will be warm enough to want to talk to you, aim to acquire their contact information, this could be a demo, quotation request, book a meeting etc

T- Transact - Convert them into a paying customer- If they don’t buy, keep them warm with email marketing.