Upload
pipz
View
226
Download
0
Embed Size (px)
Citation preview
Startups need to focus on personalized and segmented communication.
nurturing campaigns to achieve more results.SaaS companies need advanced lead
You have to think about
creating opportunities for touchpoints
and discovering more about your leads.Sam Aparicio, co-founder & CEO of Ringio
““
What is lead nurturing?
Easily nurture users with "micro-yeses"
SaaS Lead nurturing best practices
Preparing your lead nurturing campaign
Most common ways to nurture SaaS users
Advanced lead nurturing strategies
Summary
06
09
12
15
18
20
Nurturing isn’t SPAMNurturing is FEEDING
Teach your leads with useful, interesting and relevant content like
blog posts, personalized e-mails, in-app messages, ebooks,
infographics, webinars and events.
The main objective is making leads go further through the buyer's journey, until they're ready to contact or be
contacted by your sales team or even purchase by their own.
It demands analysis.
SaaS Lead
nurturingDos:
Segmented
audience
with buyer
personas
Tailored
content
based on
interests
Multi chanel
personalized nurturing
SaaS Lead
nurturingDont’s:
Spamming
their inbox
3 times
a day
The same
promotional
content all
the time
Sending to the entire contact base
Teach your users to perform simple action like clicking a CTA or filling a
form with optimized messages, giving an interesting content in
return like a checklist for a specific task.
When your content is valuable enough, after a while these actions
should be automatic. It is about building their trust and engage then
with your brand. Later, when you show your product,
They will be more likely to say yes.
Increase LEADS CONVERSION
Using “MICRO-YESES”
Nurturing users is all about building
their trust and making them engage
with your product“ ”
Focus on the journey stage
Focusing on the buyer's journey
stage is a necessity. Subscribers
are interested in receiving content
that help them identify their
problems and develop strategies to
solve it. Don’t go all "salesman" to
your users.
Create engaging subject lines and titles
When you send an email or an
in-app message to users, the ball is
on their court. Put effort in your
message's subject lines, make them
wanna open it to look what's inside.
Be objective on your message
Cut to the chase and shorten your
message to make it as objective
and informational as possible. But,
of course, take care to not be rude
or go against your persona's
preferred communication tone.
Make an irresistible call-to-action
When nurturing users, you expect an
action from them with a well-made
call-to-action. Use contrasting
color, leave some space around it
and adjust the size so it won’t be
neither to big or small. Make it easy.
You want your messages to look
trustful, correct? Too many links
make them look suspicious. Beyond
that Internet Service Providers
(ISPs) may mistake for a spam. And
you better avoid the spam folder at
all costs.
Links: less is more A/B test your messagesIf your nurturing campaign is already
up and running, give A/B testing a
shot and document the results. That
way, you'll see which kind of
messages are more likely to convert
users for your startup.
Define your persona(s)
Likes, dislikes, what issues they're
facing, which problems they're
expecting to solve, what type of
content they're more likely
download, tone of communication…
All information is important when
creating your buyer's persona
profile.
Segment your audience
Do this based on attributes you find
relevant, such as company size, job
roles and subscription origin
(newsletter forms, landing pages or
other lead acquisition strategy).
That way, you can create highly
targeted messages to each group.
Know your lead's behavior
Through tracking codes, you can
check how users interact with the
content you sent them (emails,
in-app messages, ads and so on).
With detailed analytics you’ll be able
to build your customer journey
mapping.
With it, you'll be able to track your
user's events within your app, website
or blog, create individual profiles with
all their information, access
dashboards with statistics to keep
track of your results and create
advanced segments from your
contacts, based on various attributes.
Select the channel
There are tons of ways to reach and
nurture your users. Besides email,
you can create a user nurturing
campaign via in-app messages,
organic landing pages, paid ads
leading to product landing pages,
social media posts and paid ads on
social media.
The next step is the content. You
need relevant, engaging content for
all the buyer's journey stages. Think
of all the rich content or valuable
blog content you already have and
what could be made to create a
nurturing campaign that covers all
the user's buying process.
Choose the content to be sent
A good automation platform
Welcome nurturingAs soon as users sign up for a
newsletter or create a new account
on a website, they get a "freebie", a
small gift for doing that action
(remember de “micro-yeses”?). It
can be a list with great blog posts or
an exclusive ebook only available for
subscribers. The important thing is
that it must push them into the
buyer's journey.Newsletter nurturingThe user gets a summary of the
best or latest blog posts on a weekly
basis. The content is selected
according to each stage of the
lead's journey.
Post-sales nurturingPost-sales nurturing focus on the
user experience with the product,
making them wanna keep using and
paying for it. It's all about user
retention for your startup and
keeping the churn low. The main
objective of this kind of nurturing
campaign is to teach users
advanced techniques when using
the product.
Advanced lead nurturing Strategies
Advanced doesn’t mean it’s more difficult. But you will definitely smooth your daily routine with a customer journey automation platform.
On-site behavior
Let’s use an example: if an user
comes from a sales-focused landing
page, fills the required information,
downloads an ebook called
"Increase your sales" and then signs
up for a newsletter on a blog post
called "Creating a sales
dream-team", he starts getting
personalized email and in-app
messages with sales content.
Email behaviorLet’s look another example: on a
week, the user gets two different
emails, each one with a different
subject. If the user chooses to
ignore the first one (let's say, about
cats) and clicks the second one
(about dogs), after that moment,
he'll get only content about dogs
and puppies. On the other hand, if he
clicks the first option and ignores
the second email, he'll receive on the
following weeks content related to
cats and kitties.
In-app message behavior
According to the way users interact
with sent in-app messages or the
app itself, they receive a
personalized message with a certain
content.
Feature-focused campaign
This nurturing campaign is oriented
for users who created their
accounts and are already using your
product. With tracking and analytics,
it's possible to keep track of which
feature and page are being more
accessed by the user. You can use
that to send targeted tips and
insights about that particular
feature.
As soon as users create an account
on a product, they receive the
traditional onboarding emails,
teaching them the basics of the
interface, configuration and initial
steps within the product. This is a
great opportunity to create a mix
between email and in-app messages
to send more "starting tips" setting
up behaviour-based messages,
focusing on user engagement and
retention.
Onboarding campaigns
Consider having a great platform to keep
track and analyze to make sure you are getting results from your
lead nurturing campaign.