Automated workflows are an important part of any marketing team, especially inbound marketing. They help in saving money, time and the resources and are also a great help for your company to complete a number of activities. All these activities include, nurturing leads, closing deals, and of course nurturing your leads.
And for any company for that matter it costs anywhere from 4 - 10 times to acquire a new customer than it takes to keep an existing one. So here we talk about using workflows efficiently to nurture leads.
Below are 3 ideas for utilising workflows to nurture your leads and to grow your business.
Being in touch with your leads
Once your sales team has closed the deal, they may be after the new leads that are pushed down the pipeline and often forget to be in touch with or have the time to check with the existing leads.
Sales representatives have a choice to keep in check with your leads if you have them assigned in the HubSpot or any other CRM of your choice. This can be done with few “check-in’ emails which can go out in a frequency of every three to five months. By checking in with the leads and enquiring about them about your product or service keeps you on top of their minds. This could also help you start a conversation with your existing lead that may not have been possible if you sales representatives had not reached out.
As per the research by Invesp, "56% of marketers consider email marketing as most effective tactic for customer retention."
Sending reminders frequently
A perfectly timed automatic reminder to your lead guarantees you with a repeat sales no matter if your purchase cycle is long or short. And if you have a product or service that can be repeatedly bought, automatic reminders when set up with the frequency of product or service to be purchased can be very effective.
You can also include various links to the product or service that can be purchased by your lead online. With the link where they have purchased, you can also provide other links for the similar products or services which they can purchase. You can also arrange a conversation with a team member so that it is easier for your lead to get to know details to complete the further action of repurchase.
Sending out surveys
Insights from your own customers can help you craft your messages in a better way and create content and more effectively target your leads. And one of the ways to get these insights is through automation.
Setting up a customer satisfaction survey and automating the process with workflows can help you find out how happy your customers are with your product or service. Workflows can work for you so that you can spend more time in analysing the the results and strategising it accordingly.
Upselling of products or services
Workflows prove to be great for informing your leads about the new products or services or any other updated packages that suits them. By using smart content in your emails, you can cater to the specific buyer persona, that your lead comes under. Also, make sure that the product or service that you are planning to upsell will match their needs.
After you have finalised all these things, it's time to manage your workflow and further nurture your leads. Depending on your preferences and goals, you can make the workflow to be one large system or have few separate workflows.
The probability of selling to an existing customer is 60-70%, while the probability of selling to a new product is 5-20%. - Invesp
There are many factors which will define your workflows. Whatever it will be the most important thing to keep in mind is to keep in touch with your leads. And the very fact that it's easy to retain old customers than to acquire new ones, all you to do is make them feel important to you.