Scaling your lead nurturing strategy is the most effective way to ensure that your strategies grow as your needs change. Things go wrong when you try to apply the same strategies you used when you first started, even as your mailing list, needs, business and goals change.
Simple Ways to Scale Your Lead Nurturing Strategy
To make scaling easier, there are a few things that you will need to consider. Keep reading to find out how to scale your lead nurturing strategy in a way that reduces problems down the line.
Some tips for scaling your lead nurturing strategy include the following:
Determine your target audience
One of the biggest challenges in growing your strategy is to ensure that you are reaching the people who are most likely to become customers. You may have started your mailing list appealing to everyone. You may have had a small mailing list that made a broader approach work. As your goals grow, you will need to redefine your target audience so that you avoid wasting time and effort on leads that are not likely to convert. It will also help you implement lead scoring and other strategies that further enhance your targeting efforts.
That does not mean that you should not be relying on data to guide your decisions. You can afford to guess when you have a very small database and a generic monthly newsletter. In order to truly succeed in lead generation, you will need to follow the data carefully. Take a close look at open rates, click rates, read rates, subscribes, unsubscribes, and any other bit of data that helps you get a clear idea of what is working and what is not. This will prevent you from automating mistakes or broken systems while keeping your strategy on track.
Choose quality over quantity
Scaling does not mean increasing the number of messages you send unless you are also focusing on improving the messages. In order to nurture leads at every stage of their lifecycle, you will need highly personalised, targeted messages that are sent at optimal times. For example, a generic email blast sent to new subscribers will not have the same impact as a carefully designed sales funnel that targets leads at each stage of their journey.
Test and test again
Finally, another thing to remember when scaling any type of digital strategy is to test, test, and test again. AB testing is the only way to see how leads respond to your messages. Testing gives you invaluable information that will help guide current and future strategies. This allows you to identify high performing subject lines, links, content, offers, and even headers and images.
We hope that these tips make it easier to adapt your lead nurturing strategy to your changing needs, in a way that ensures short and long term results.