Your business wants to see revenue flowing in. Understandably, it makes sense that the more inbound leads you land, the more paying customers you’ll get. You devote your time and resources to gain new leads.
Lead generation is popular as 53% of marketers say half or more of their budget goes to lead generation. While over half of companies engage in new lead generation, only 35% of B2B marketers have a lead nurturing strategy.
What about your old leads? In the rush to get your brand out there in front of new prospects, they can sometimes be forgotten.
Read on or ‘jump ahead’ to the following topics:
- What Are Inbound Leads
- Ways to Re-Engage Old Inbound Leads
- LeadBoxer Integrations Can Boost Your Inbound Strategy
- Data Analytics
What Are Inbound Leads
For years, marketers and salespeople have relied on outbound sales to generate new leads. Cold calling and spam emails are common outbound methods of reaching out to prospective customers.
However, people don’t like to be pestered by businesses. Today’s best leads will reach out to you through inbound marketing and sales. Inbound leads are much more likely to convert.
What are inbound leads? They are prospective customers that respond to a piece of content as part of a business’s inbound strategy. Some examples include filling out a survey, downloading an eBook, or contacting a salesperson after reading an article.
Why should you use an inbound strategy? Why is it necessary to pay attention to nurturing your old leads instead of continually generating new ones? The section below highlights statistics that may inspire you to alter your lead generation strategy.
Stats on Recapturing Old Leads
Your business needs customers to make a profit. Constantly devoting resources to generating new leads is not the best strategy. Here are some reasons why:
- 80% of new leads never translate into sales
- 27% of B2B leads are sales-ready when first generated
- Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads
- Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost. More than 35% of B2B marketers surveyed have established a lead nurturing strategy.
Inbound Leads Stats
Inbound leads promise more for your business than outbound ones. To fully maximize the power of inbound leads, they need nurturing. Here are some reasons lead nurturing works:
- 68% of B2B companies will use landing pages to nurture new sales leads for future conversion.
- The leads for 49% of businesses require “long cycle” nurturing with many influencers.
- Nurtured leads make 47% larger purchases than non-nurtured leads.
- Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts.
Ways to Re-Engage Old Inbound Leads
Those old leads you’ve forgotten are important. It is equally important to nurture them.
Maybe you have leads that have gone cold. How do you re-engage old inbound leads? Here are some effective strategies to try:
Continuously Offer Fresh Content
New leads are drawn to your company via interesting, valuable content. However, if the content doesn’t change, they will no longer engage with your brand and will go elsewhere.
To keep people coming back to your website or storefront, you need to continuously provide fresh, interesting content. This content can be website content, new product descriptions, blog posts, webinars, white papers, vlogs, etc.
Invest in Email Marketing
Email marketing is one of the most effective lead nurturing strategies out there. They can be sent with minimal effort and costs and they are received immediately.
However, email marketing is more than sending a massive e-blast every so often. Emails spared from the spam or trash bins are those that are interesting and personal. To have a solid email marketing strategy, you need to know your customers.
Categorizing your customers based on where they are on the buyer’s journey is the best way to get conversions. Researching who each audience is along the buyer’s journey will make your emails personal and eye-catching.
Use Paid Retargeting Ads on Social Media and Google
Customers are on social media and/or browsing the internet at least once a day. While social media marketing and SEO are great lead generation strategies, they may not be enough.
Paid Google ads and social media retargeting ads only show advertisements the customer would most likely be interested in. The customer won’t be overwhelmed by irrelevant products or services. This means your offerings will only be shown to those customers most likely to make a purchase.
Send Personalized Notes Through the Mail
In this day and age, it may seem odd to send notes to customers via snail mail. Because of the rarity, personalization, and thoughtfulness of mailed notes, they are effective in warming up cold leads.
The effectiveness and feasibility of mailing notes to leads also depends on your targeted audience and your customer base size. If your ideal customers are younger and your business has thousands of customers and prospects, email is a better option.
Ask For Customer Feedback Via Surveys
In most cases, an inbound lead grows cold because it’s either been neglected, or it’s been engaged in the wrong way. Asking the potential customer to provide feedback will empower them, which sparks engagement.
Asking a cold lead to provide suggestions for marketing efforts shows you care about the customer. Online surveys via email, text, or social media are quick and cost-efficient. They can also be viewed by the customer anytime, anywhere.
To improve the likelihood of survey completion, offer the customer a ‘thank you’ gift or discount.
LeadBoxer Integrations Can Boost Your Inbound Strategy
If your company hasn’t done inbound marketing or invested in lead nurturing, getting inbound leads can be a daunting task. However, you don’t have to go it alone. LeadBoxer is a sales and marketing platform that offers numerous features and integrations to help recapture and nurture leads.
With LeadBoxer, you’ll obtain valuable insights and analytics into your customers and their behavior. Learning who they are and what types of outreach they respond to will boost your marketing strategy and generate quality, loyal leads.
LeadBoxer works with a variety of marketing and sales tools you already use. The LeadBoxer platform identifies, enriches, and provides custom lead scoring so you know you’re targeting the right people. The insights provided also help you reach out to those most promising leads.
Some of the benefits of using LeadBoxer include:
- Enjoying cutting-edge, big-data technology
- The ability to identify, capture, enrich, score, segment your leads and customers
- The ability to combine lead and customer activity and gain valuable insights into profiles and email/website behavior
Email Marketing Integration
You can’t recapture and nurture inbound leads without a strong email marketing strategy. LeadBoxer offers a variety of integrations for the email marketing programs you currently use. These include Hubspot, Marketo, Gmail, MailChimp, Outlook, Pipedrive, and Active Demand.
LeadBoxer provides thorough email tracking that allows you to import and export data. You can gain valuable insight into your audience and their behavior.
MailChimp is one of the most popular email marketing programs. LeadBoxer can help you identify your audience and track their behavior on your website. This offers valuable information about what your leads do once they click through from the email to your website.
Once an inbound lead is identified, you can see their future visits to your site. By learning who visits and returns to your website and which pages they visit, you will be better equipped to nurture your leads effectively.
Through the integration of your MailChimp email marketing platform with LeadBoxer, you can:
- Identify more users on your website
- Learn what your audience does after they land on your website
- Better understand your email marketing campaigns
- Be notified when your audience is ready to make a purchase
- Qualify leads based on profile data and behavior
- Segment leads based on scoring algorithms
- Data can be exported and synchronized to multiple programs
Why are data and analytics important to your inbound marketing strategy and nurturing old leads? The short answer is that it allows you to foster relationships with leads. Your marketing activities are personalized based on each lead’s behavior and preferences.
All your customers and leads are unique individuals who respond to different messaging and strategies. When you send out generic email blasts or paid search ads, they will turn away many leads. Effective inbound marketers know that one size doesn’t fit all.
Inbound leads come to your website looking for something. They chose to do business with you over the competition. To keep them coming back, you need to nurture them.
Lead nurturing involves a relationship between your brand and each customer. When your leads feel like your business knows them and values them, they are likely to come back. Using analytics to track audiences and preferences means you can alter how you connect with each lead.
The insight you gain from data analytics will help you market to each lead in a way that sparks their interest. Additionally, the relationship they build with your brand will encourage them to become loyal customers.
There are people out there who want your products and services. If you don’t invest in an inbound marketing strategy, you miss these qualified leads. You need to recapture old leads by nurturing them.
LeadBoxer can help you with nurturing inbound leads and take your inbound marketing strategy to the next level. Contact LeadBoxer today and start generating high-quality leads who will become loyal customers.