3 REASONS YOUR LEAD NURTURING CAMPAIGN IS SUCKING

You launch what you thought was the perfect lead nurturing campaign, but it just isn’t performing. So... what should you do next?

Let's start with identifying some of the major roadblocks your campaign could be experiencing.

ARE YOU HAVING TROUBLE GETTING EYEBALLS TO YOUR CAMPAIGN?

You need to be sure that you are choosing distribution channels that not only fit your budget and offer but are also a channel your target persona is active on.

HERE'S A QUICK BREAKDOWN:

Facebook and Twitter ads are great for visuals like branded photos and videos and generally, have a lower cost-per-click.
LinkedIn can be more expensive but remains indispensable for B2B companies.
Adwords works great for local businesses that offer a product or service users are already actively searching for.

GET THE MOST BANG FOR YOUR BUCK/TIME.

Convert your high performing ads into social posts to existing followers and vice versa.
Identify relevant, frequently visited blog posts and insert relevant calls-to-action (CTAs) that lead to your campaign landing pages. Use a mix of buttons and in-text hyperlinks.

ALREADY HAVE GOOD ORGANIC TRAFFIC?

Capitalize on it by including a lightbox form on strategic pages. Try HubSpot’s Lead Flows to start converting in minutes.

Still need to increase clicks and click-through-rate (CTR) from your ads to your campaign landing pages? Be sure you're putting your focus where it's best optimized.

IF IT'S NOT WORKING, REWORK IT, OR SAY GOODBYE

Pause poorly performing ads and shift budget to better performing ads.
Strategize, write, and design different ads for mobile and desktop to ensure the best experience for your users.
Use platforms like Facebook Ads or Perfect Audience to retarget those who visited your landing pages but did not convert.

SPEND TIME CREATING STRONG VALUE PROPOSITIONS FOR YOUR ADS... THEN TEST, TEST, AND TEST!

Include words like “free”, “claim”, or “reserve” and use contrasting colors where appropriate to highlight the benefits of your offer.

INVEST IN VIDEO TO PROMOTE YOUR CAMPAIGN.

Studies show that video viewers are 1.8 times more likely to purchase than non-viewers.

ARE PEOPLE VISITING YOUR PAGE BUT NOT CONVERTING?

They've landed but you just can't seem to capture their information. The best way to boost your landing page conversion rate is to be sure that your offer value reflects the information you are requesting and it's easily accessible.

Ensure your form is above the fold when viewed on ANY device. Landing pages should be mobile, tablet, and desktop friendly.
Be certain the number of required form fields are in line with the offer you are providing. Simply requesting an email is a good top-of-the-funnel offering.
Match the tone and style of your ad, CTA, and landing page language.This will provide consistency and boost conversion rates.

So you got them to your landing page, how do you get them to stay? Here are some tips to increase the amount of time your visitor spends on your hanging pages.

Short videos work great on landing pages for explaining complex offers.PRO TIP: try using a turnstile (embedded form) halfway through your video to boost video conversion rate.
Include elements that help build trust such as testimonials, partner logos, or awards/certifications.
Use consistent language in your landing page headline, form title, and the button to submit your form. They should flow logically!
If your landing page feels long, try including more than one form on the page. The user might forget about a form at the top after scrolling for a minute or two.

NOW THAT YOU'VE CAUGHT THEM, WHAT DO YOU DO WITH THEM?

Be sure that all your work creating your landing page and capturing leads wasn't in vain. You must continue to nurture these contacts that you have collected.

NURTURE THROUGH EMAIL ENGAGEMENT

Include more natural email text hyperlinks. Phrases with 7-10 words that are contextually related to the link yield the best click-through- rate.
Create urgency and exclusivity with short, concise and actionable email subject lines. These can boost open rates by more than 20%!
Send your email from a real person, not your company (like info@ campaigncreators.com). Tailor which sender you use to the audience you are trying to reach (CEO, Marketing Manager, Sales Manager, etc).
Add personalization to your email subject lines such as the recipient's name or location.

ENSURE YOUR LEADS ARE PASSING EFFICIENTLY THROUGH YOUR CAMPAIGN.

Are leads being held up at one stage of your campaign funnel? Add more nurture emails until you see a drop in email engagement. If it’s already dropping, consider removing some emails or shortening the delay in between them.

BRINGING IT ALL TOGETHER

Here are just 3 major reasons that your campaign could be sucking:

You're not getting enough or the right eyes on your campaign.
You're getting people to your page but they won't give up the goods (their email/contact info).
You have them but you're lacking the ability to nurture them into a customer.

Hopefully you can address these issues by applying some of these tips we provided.

Still want more?

Register now for the Live In SD: My Campaign Sucks Now What? [webinar] presented by SD Inbound Marketing. Campaign strategists will analyze, diagnose and optimize a lead nurturing campaign in front of your eyes, providing you with the tactical knowledge you can actually use.

This article was originally published here.