Getting started with lead nurturing can require a lot of work. There’s creating content that encourages a website visitor to convert on a form, then you have to write all of your workflow emails, and you might even have subsequent content offers that need created: CTAs, landing pages, more emails. It’s a lot. So when your lead nurturing campaign doesn’t create qualified leads, it may seem like you did a lot of work for nothing. Not true.
In fact, there’s no such thing as a failed campaign. You learn just as much about web leads when they don’t convert as you do when they request to be contacted by sales. Thanks to the analytics behind your lead nurturing campaigns, you can see what worked, what didn’t and what it will take to fill the gaps.
How do you bounce back? Here are a few tips:
Remember, with lead nurturing, your job isn’t just to create one campaign and hope the leads start to flow; your job is to be able to change tactics quickly if you’re not reaching your goals. While that idea may be counter to how most people have done marketing for decades, it’s actually easier than you think:
The more agile you can make your marketing, the more likely you are to succeed. Constant maintenance of your segmented lists, regular review of your lead nurturing campaigns and content creation for quick tactical shifts will help you generate more qualified leads—even if your current campaign isn’t producing results.
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