HubSpot provides an enormous amount of resources to thoroughly explain how each user can maximize the usage of each tool. If you're not a HubSpot user (yet), it may seem overwhelming to browse through all of the content they have to offer. We understand this, so we're sharing a few reasons why HubSpot will benefit your ecommerce business by using their lead nurturing tools.
Lead nurturing is crucial for ecommerce businesses, because unlike brick-and-mortar stores, greater opportunities exists to engage with visitors from all over the country, or world. After they've visited your site and opted-in for email communication, it's important to nurture leads into paying customers. The following are 3 ways to effectively nurture leads using HubSpot:
3 Ways to Nurture Leads Using HubSpot
#1: Buyer Persona Development Tool
The most important activity for lead nurturing is identifying your target audience. Your blog articles and every content offer should be tailored to your buyer personas.
By using the buyer persona development tool, it's possible to create content that appeals to their needs, thus increasing the chances of a sale. Posting large amounts of content that don't appeal to your audience's interests will attract the wrong people. There is no benefit in having a large contact list of uninterested and unqualified people.
If you haven’t figured out your ideal target audience, here is a worksheet you can use for buyer persona development. Fill it out as thoroughly as possible to identify who your personas are.
Imagine the amount of qualified leads you’ll attract by providing resources and information that helps make your buyer personas' lives easier. Don’t forget to subtly position yourself in the content and display the the solutions your business can provide.
After you have identified your personas and created content, upload your personas into the persona tool in HubSpot. Every content offer, blog article, social media post, and email can be tied to each persona. This helps to organize activities and to identify whether each persona is appropriately being marketed to. The form fields your leads fill out to download the content offers on your site can also be tied to each persona.
#2: Forms and List Segmentation
After you've identified who your target personas are, they must be marketed to in different ways. Each persona will have different needs, budget, or will fall under a different buying stage. It may sound intimidating and time consuming to create separate messages and content for each persona, but with HubSpot, it is easier than ever.
HubSpot’s list segmentation tool allows users to create lists based on specific form field properties. The forms must be filled out in order to access downloadable content, such as ebooks, guides, and white papers. It’s important to include fields that will further help you refine your buyer personas.
For example, if one of the form field questions is for visitors to choose their company's size with options of 1-100 employees, 100-500 employees, and 500+ employees, 3 different lists can be created. Assuming your company offers different products depending on company size, it would be a great idea to send an email to each group with a product recommendations suitable for their specific company size.
Without list segmentation, a contact with a small company size would receive promotions for a product for large companies, and would most likely disregard the email. Tailored emails help to present the best solution to their problem.
#3: Email Automation
Emails are absolutely necessary for effective nurturing. According to HubSpot, persona based emails are the most effective for high open and click-thru rates. Automated email workflows will help to save you time and to keep leads engaged. The email content should include offers from the different stages of the sales funnel to appeal to the appropriate audience. The objective is to guide the prospects further down the sales funnel.
For example, if a visitor has downloaded an informational guide describing the many different uses of your product, they have probably just started researching this product. The follow-up emails they receive should include more educational content, instead of encouraging them to immediately make a purchase.
Although HubSpot's lead nurturing tools are easy to use, many companies lack the bandwidth to plan an effective inbound marketing strategy and to execute all inbound marketing activities. If you'd like some help deciding if HubSpot would be a great fit for your business, or if you want to maximize your usage of HubSpot, contact us for a free assessment.