Storytelling with Lead Nurturing

Creating an effective email marketing plan involves understanding your potential customers’ mindsets. What are they doing when they’re checking their email? How do they feel about your company? What is going through their minds when they see the email you send? These questions are imperative to nurturing leads in order to convince them to become customers. By answering these questions, you can build a lead nurturing plan that tells a story.

How To Tell a Story With Lead Nuturing

The main quality of a story is that it flows nicely. It has a beginning, it goes through a logical, natural shift during the middle, and it culminates in an end – ideally, the decision made by the lead to purchase the product. Most people don’t just make snap decisions to buy items. They read about something online in the initial touch with your company, remember it, mull it over and eventually come to make the decision on their own.

The trick to lead nurturing via storytelling is making sure that your lead nurturing program of sending multiple emails nudges potential customers toward the right decision over time. This can be accomplished by segmenting your prospects according to various factors (for example, lead score or stage in the buying cycle). You may want to begin your nurturing program with a welcoming email, then send some marketing materials, then provide an email explaining a new feature or product that may align with their business strategy. Including marketing content (case studies, white papers) that would be most relevant to the prospect, keeping in mind their role at the company and the specific challenges they may face.

Be Mindful Of Your Prospect’s Progression

At any given moment, you may have dozens of leads that are slightly interested in buying your product. Gradually as they start to feel a greater need for what you have to offer, they will become more interested in purchasing your product or service. You will want the timing of your story to adjust throughout the nurturing cycle. You can do this by planning key activity triggers in your nurturing program like removing a prospect once they engage with a sales representative or transferring them to an accelerated track if they request a certain piece of content. Prospects that do not show specific buying signals can be left of the default drip track through completion.

When it comes to telling a story with lead nurturing, the goal is to build a series of emails and marketing materials that help the lead understand the benefits of your product for their specific situation.