4 Ways to Nurture and Engage Leads Through Inbound Marketing

Written by
Matthew Nortje

1. Content marketing

Content is indeed king, and it's the cornerstone of any successful inbound marketing campaign. Beautifully designed and well written content does so much more than just arm your sales team with collateral to sell with.

Well produced and informative content shows the world that you care about more than just selling. You care about adding value.

When it comes to lead nurturing, providing specific target groups and personas with tailored content not only shows your potential customer that you are knowledgeable, but it helps them feel like you really understand them. 

Content is the core of any Inbound Marketing campaign. Put time and effort into creating your content because content in Inbound is the tool used to attract your potential customer.

Once the've taken the bait, you can then systematically provide them with additional content that is tailored to them and their needs. This process builds trust and a proper foundation to sell from.

2. Email marketing

The use of email marketing to nurture leads is one of the most direct and effective ways to get you content in front of leads. Emails build relationships with prospects, new customers and help with customer retention.

Nurturing email campaigns create a trickle down effect of constant engaging content. They helping to keep you top of mind in the all stages of their buyers journey.

Don't underestimate email campaigns. There is a tendency to overlook email because it is so commonly used. But there are still plenty of people who will go through their emails. The key is to make sure you're providing content that is valuable and informative.

Remember, chances are that these people have opted into giving you their contact details because you originally provided them with a piece of content that they believed was worth engaging with.

So don't stop there, keep sending them relevant content and you will see much higher engagement rates as you nurture leads to close.

3. Social media

Social media is your voice in the digital world. Social media allows you to communicate with your potential customers and nurture them publicly in a way that attracts them to your overall value based strategy.  

For lead nurturing to be effective, it should be targeted and consistent. Using various social channels tailored to your message and ideal client is key.

B2B businesses should focus on platforms like LinkedIn.

B2C businesses should focus on platforms like Facebook, Twitter and Instagram.

Social media can be used to support the distribution of content to creating awareness, as well as consideration and decision stages of the buyers journey.

To nurture leads and engage with customers through social media you would need to:

  • Include a widget in the lead nurturing email
  • Add social CTA's to thank you pages
  • Share content regularly

4. Remarketing

When running a remarketing campaign, you capture the interest of prospective customers and nurture them with ads after they have visited your website. In planning your remarketing strategy for lead generation, these are the potential customers you would remarket to:

  • Website visitors
  • Website visitors that didn’t convert
  • Campaign landing page visitors who didn’t convert

One thing to remember when running remarketing campaigns is that you shouldn’t exhaust your audience with the same ad. Rather, you should rotate new ads.

Remarketing keeps your content and brand top of mind with your potential customer as the ads automatically get displayed on whatever platform they're viewing. Remarketing is arguably the most effective form of targeting there is because of this.

Take Aways

There are various techniques used to nurture leads for customer retention and engagement, on platforms such as social media and marketing automation platforms such as HubSpot.  To consistently and continuously engaging with customers through inbound lead generation, it is important to plan your content, email strategy and how the content will be published to attract, convert and retain leads.

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