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Piggy-backing a Lead Nurturing Strategy on your PPC Campaign

You spend a lot on PPC. You need a lead nurturing approach to keep landing page leads engaged.

Email is a great way to create an effective lead nurturing strategy.

Nurturing isn’t all sunshine and rainbows. PPC leads are distinct from social media, word-of-mouth, and organic leads. These email campaigns need strategy.

In this essay, we’ll outline some email lead nurturing advantages. We’ll also provide tips for designing your email series to keep prospects engaged, intrigued, and eventually converted.

Why email for lead nurturing?

50% of all leads aren’t ready to commit to your brand. And 80% won’t purchase.

You wouldn’t start a long-term relationship with someone you just met, right? Before purchasing from you, leads need to understand about your organization and offerings.

Email lets you provide buyers the correct material at the right time. You may have a meaningful chat, learn about one other, and bond (hopefully without scaring them off).

Believe us? Numbers matter.

Email marketing generates $44 for dollar invested. It helps brands produce 50% more sales-ready leads at a lower cost. It works because it’s a gentle approach to provide prospects plenty of information.

Email lets you easily connect lead data from Google Analytics and AdSense. This lets you provide leads hyper-personalized, relevant material.

Keep these points in mind when building a lead nurturing campaign for PPC prospects. This will assist you learn how to supply PPC leads with the finest information at every step.

1. Collect emails

When a PPC lead visits your landing page, you need to get their email address.

Full-screen pop-ups are popular. Write persuasive text that suggests you can solve an issue. Avoid patronizing tones like “I adore my dull skin and acne.”

What if your lead always closes pop-ups? Get her email again. Strategically position email widgets on your landing page.

You may also use eBooks, white papers, and other lead magnets to get readers’ emails. You must collect their contact details to move them along your sales journey.

2. Have a one-on-one conversation–or a few

A few tiny modifications in how you write and address emails might affect a lead’s opinion of your organization.

Send emails from particular persons, not your corporation. CEO, customer service head, etc. might write welcome emails.

Similarize body copy. Even if you’re utilizing an automated email service, write to one individual.

This helps you connect with leads one-on-one; you’re talking with them, not at them. It will also demonstrate leads that your brand comprises of genuine people, not machines.

This Rue email has a CEO message and $25 credit. Who could refuse?

This email from Rue contains a personal message from the CEO along with a $25 credit. How could anyone turn down that offer?

3. Personalize content

Personalized emails boost open, click-through, and revenue. Personalization boosts sales by 20% for marketers.

Consumers anticipate and appreciate tailored brand content. 42% of Adobe study respondents become irritated or annoyed when businesses don’t customize content.

Multiple-source data integration is crucial. Which keyword did your lead use to find your ad? Did they visit several blogs or products? When someone joined up, did you inquire about content?

Create a tailored lead nurturing campaign using this data.

Adidas based this email on where the lead signed up. She’s invited to a spectacular opening.

This email from Adidas is personalized based on where the lead signed up. It invites her to attend a grand opening event.

4. Compete head-on

You want to avoid naming rivals, right? Flip this angle on lead nurturing.

Your leads have researched. They’re choosing between numerous brands.

You shouldn’t be harsh about competitors—that’s desperate and tacky—but you may describe what makes your firm unique. Focus on your specialty and why prospects should select you.

5. Address opposition

You should also counter any objections your leads may have.

Don’t make them search your website or call for help. Unless you tell them differently, they’ll assume your organization can’t meet their demands.

It’s difficult to do without present customers or leads. Ask consumers why they’re hesitant to buy. Why aren’t leads buying?

You may be startled that their assumptions are false, but you didn’t communicate your brand’s offerings well.

6. Use media

People digest information differently. Give leads a variety of mediums to connect with your brand while nurturing leads.

Introduce your team or goods using videos. Explain complex ideas using personalized GIFs. Infographics may help you educate leads. Thought-leadership podcasts.

People prefer to watch product videos than read about them. 55% of people watch videos, but not blog content.

In your lead nurturing campaign, give multiple media so leads may learn about your business on their own terms.

Masterclass’s lead-generating email. It’s tailored depending on the subscriber’s interests and contains a cool video.

This email from Masterclass is specially designed to convert leads. It includes a slick video and it’s personalized based on the subscriber’s interest.

7. Social proof

Even with outstanding material, there’s a “we and them” mentality. They may assume you only want their money and can’t be trusted to provide.

Break this barrier through social evidence. Send open-ended surveys to consumers and utilize their results in marketing. Email these testimonials.

You may get social evidence from Facebook, Yelp, or Google reviews.

Choose actual people over objects or graphics for your email photographs. Face photographs motivate people to act. Using genuine images of your staff may raise conversions by 45%.

Wrap up

PPC leads are distinctive and need a particular lead nurturing technique to gain their confidence. Understand your leads’ thinking processes and requirements as thoroughly as possible. This helps you develop appropriate lead nurturing material.

Tell us if these suggestions help you convert more email leads into customers.