Create Digital Marketing Nurturing Sequences for Leads

Hand nurturing and watering young baby plants growing in germination sequence on fertile soil.

It’s simple… and it’s time.

Is your marketing list stale?
Is it harder to pick up new leads through networking?
Are visits to your website high, but you don’t know who is searching?

Traditional business development for professional services — including recruitment — dictates that you network at events, build relationships and get referrals. But what if you can’t do that as much as you like? After all, you’re busy with many other things.

Although referrals and networking can warm up leads and shorten the sales cycle, sometimes it’s not enough to keep your list fresh for high growth.

For years, a website was regarded as a billboard to prove that your organization exists. Now we’re at a phase of fresh content development, but who is reading it? Want to find out and capture those names and emails of potentially great new clients?

Build and enhance your own digital marketing strategy.

SEE: DIGITAL MARKETING AGENCY SERVICES

High-growth firms, whether that’s CPA firms or firms in the architecture, engineering and construction (A/E/C) space or financial service and legal firms, can all benefit from a digital marketing strategy. It’s a simple concept, but it takes time and commitment to execute well.

An example of how a simple nurturing sequence could look.

This is the simplest example of how a nurturing sequence could work. You may have part of this process happening already — with social posts linked to blog posts — but it’s the email capture and nurturing emails that really help to drive conversion. Here is another example:

A chart showing how a nurturing sequence could look.

In this example, you are introducing new leads to a valuable piece of content through a call to action (CTA) in each email. The content could be a whitepaper, a guide or even a webinar invite.

If recipients don’t click the first time, they get nurtured by additional emails to click through and download the content/register for something. Once they take a key action (opt-in), the digital lead nurturing doesn’t stop there. Follow-up emails continue the digital “conversation” by highlighting elements of the content they might be interested in. The ultimate goal is to get the lead to view more related content on the website, get persuaded of their timely need for help, and take an assessment or have a call with the subject matter expert or business development professional.

These emails can be created to come directly from the business development lead or niche leader, so the communications are immediately personal.

A nurturing sequence does the work of warming up leads while your professionals focus on follow-up. They can also add fresh names to your list, which is harder to do these days with data privacy regulations. Each lead’s behavior, tracked through email software and marketing automation tools and web contact forms, demonstrates when the lead is ready to have a call and learn more from your professionals. You don’t bother them. They want you to reach out.

Bonus: Nurturing sequences are working 24/7 for you — whenever a lead is searching for your solutions and services — and they can be set up by the marketing department to support your other business development activities.

Real Results Through SEO Strategy and Digital Marketing

See how one firm brings in business leads through valuable niche content, social and SEO strategies through its newly optimized website. Read their story.
 
You might ask yourself why it’s a good time for your firm or organization to focus more attention on digital marketing and SEO techniques that drive leads to your door. 
 
Change. 
 
  • Your firm may have partners looking to retire who want to modernize their marketing processes, which will increase growth and result in a higher valuation. 
  • You may have struggled with traditional business development and want to diversify your options, multiplying the number of leads that come to you each month.
  • You may realize that leads are finding competitors online before they find your firm’s name in search engine results for similar services. You don’t get asked to the table when you should. You aren’t visible enough.
  • You may have an eager team ready to invest in this type of business development — through emails, content writing and social media connections — as opposed to time-consuming happy hours and tradeshows. 
It all matters. 
 
Investment in digital marketing and SEO strategy is important in an age of virtual and remote work and rapid changes in digital communications, brand positioning and options to stay visible and relevant to your audience. 
 
Take time to explore your options, and decide if doing it yourself is the best approach or if you could use a jumpstart through an outsourced relationship like Ingenuity’s team. We look forward to nurturing you. 
 
Here’s a free tool to get started. Our SEO Checklist helps you determine where your website could use some updates to attract leads and persuade referrals.
 
 
Also, check out this related blog post on identifying gaps in your niche marketing strategy.