“Summertime and the livin’ is easy,” the song goes. While many people associated summer with vacations and a slower pace, the engine of business continues to rumble.
Many companies use the summer months to gear up marketing programs for a second half revenue push. They’re generating new engagement opportunities, nurturing existing leads and creating new content.
It’s a good season to tune-up your lead engagement practices to make sure you have no glitches in your systems and processes, and to adhere with current best practices. Here are tips to keep you going strong.
1. Give compelling reasons to engage
Whether your goal is generating new engagement opportunities or nurturing leads through the funnel, you must put forth a compelling reason for prospects to interact with you.
With potential new prospects, focus on the primary goal of exchanging information with them. You’re likely asking them to fill out a form with their name, email address, company and perhaps more. Everyone is wary these days. No one gives out their information easily. Therefore, you must have a compelling, benefit-oriented offer stated up front in the headline of your marketing pitch. Make sure your offers are focused on solving a customer problem, saving customers time or reducing their costs.
2. Go step by step
A nurturing campaign is in some ways like a course in school, with you as the professor. You start by providing a foundation of knowledge and information to your audience, and then slowly add more detailed and complex concepts. With step-by-step campaigns, you may offer more educational and higher-level content first, followed by a deep technical dive once you have prospects engaged.
Take a close look at your nurturing campaigns. Do you have clear step-by-step processes based on the behavior of your customers and prospects? Does each step along the way build on what came before and move prospects through your marketing and sales funnel?
3. Make a smooth handoff
Another way to tune up nurturing campaigns is to make sure the handoff of leads to your sales team is based on mutual agreement between marketing and sales. Document what constitutes a sales-ready lead. Make sure the handoff takes place by building checks and balances into your processes. For examples, sales must update a record after receiving a lead and marketing must develop a system that scores leads based on their behavior.
4. Be compliant with GDPR
If you have any customers or prospects from the European Union, you must be compliant with the General Data Protection Regulation (GDPR), a new law that defines a framework for collecting and processing of personal information of individuals within the European Union.
While compliance with GDPR may seem like just one more task to take on, it actually will help you adhere to best practices in lead engagement. GDPR forces you to focus on building relationships on marketing and selling to people who want to hear from you. You’ll be dealing with prospects much more engaged and ready to buy. Because you’ll be concentrating on quality prospects over a quantity of prospects, in the long run you should benefit.
Last month the Maven ran an article about gearing up for GDPR. You can read it here. Another point: make sure the media partners you work with are in compliance with GDPR. IEEE GlobalSpec Media Solutions is.
No matter what your company size, you should strongly consider marketing automation software if you aren’t using it yet. There are a number of competitive, lower cost solutions on the market that have important features for lead engagement and nurturing.
Most systems will offer analytics, campaign and lead management, lead scoring, segmentation, landing page creation and visitor tracking. With marketing automation, you will be able to save time, better manage your marketing efforts and increase the likelihood of having successful marketing campaigns.
Let us know – what are you summer marketing plans?