How to create a lead nurturing campaign

Lead nurturing

The relationship with your customers, as any relationship, needs to be nurtured and cared for in order to develop properly. You need to help your leads move to one buying stage to another and to do so, there are some steps to check. Lead nurturing campaigns are created to increase the lead’s interest in your product or service and to help him move forward on your buyer’s journey, while offering it relevant and useful information.

How do you create a lead nurturing campaign? Here are the main steps to sketch a successful one:

1. Set your goals

You can’t work for a mission if you don’t know what that mission is. So make sure that you set up your goals before starting anything else. Your goals have to be expressed as SMART goals - Specific, Measurable, Achievable, Realistic, and Timely. That means that you have to choose an easy to measure action, set it on a timeline, and associate it with certain indicators that show performance. Don’t go over the top, be realistic, and take every goal step by step, without rushing.

2. Select your buyer personas

Your goals are related to your buyer personas, semi-fictional characters that help you sketch your ideal buyers. You can create this type of profile using demographics, behavior patterns, potential challenges, motivations and goals.

A nurturing campaign implies guiding your leads from one stage to another. It is important that you be aware of the stage each buyer persona is in and think of personalized strategies to make it move forward. Don’t create a path just for one type of profile, but make sure that each buyer persona is related to a goal and a buyer’s journey.

3. Create content

Once you have your buyer persona and your goals aligned, it’s time to create content. Content is the vector that gains the lead’s interest and makes it ask for more. Your content should be educational and entertaining, but also relevant to your brand. Research your buyer persona’s interests and talk not just about your business, but also about things that make your brand seem more human and personal. Repurpose your information and recycle it in multiple formats. It’s always a good idea to expose the message as much as you can.

Don’t forget to plan on promoting it. The best performing organic messages should be taken into account by associating advertising budgets on social media or Google search.

4. Identify the timeline

Create a calendar with al your actions and estimate how long should each step take. Consider modifying this plan along the way, but it’s important to know the order of your actions and which steps triggers another. This perspective will help you choose your tools and set up an automation process to save time and money.

5. Measure and improve

At the end of the nurturing campaign, you should be able to measure your performance, according to the indicators you have chosen before starting the campaign. Don’t enhance the vanity metrics, those indicators that might make you feel good, but are not associated with progress or conversions, such as likes. 

We hope you found useful information and you feel ready to start a nurturing campaign. We’re here to help you reach a higher audience and convert more leads into paying customers.

Mediapost Martech services cover areas such as Digital Transformation or Marketing Automation.
As part of the Mediapost group that also includes Interactions as well as other communication and direct marketing companies, we have been active on the Romanian market for over 20 years and we are also present on 5 European markets.
Our experience in over 200 campaigns has helped us develop our own automation products, purchased by over 20 companies.

Mediapost Martech is a Gold HubSpot Partner and a Salesforce Partner.

Topics: lead nurturing

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