I have succeeded with Link Building, now how do I manage the leads?

Choosing a good link building strategy and implementing it has many advantages. One of them is the acquisition of leads of different types, especially when the links go directly to a good landing page.

The problem associated with this large number of leads is that the process does not end here, but continues with the analysis and management of all of them.

Do you know what Lead Nurturing and Lead Scoring are and how they can help you manage this?

We explain it briefly below. Today we have a short post!

Lead Nurturing and Lead Scoring: What are these techniques for?

Nowadays, Lead Nurturing and Lead Scoring techniques are key within an Inbound Marketing campaign. However, few people know their usefulness for qualifying and valuing the leads that arrive in their database and for nurturing those who are not yet ready to start the buying process.

If your link building strategy, combined with your Inbound Marketing strategy, was successful, several people will have registered on your landing page.

NOTE: These registrations are known as leads, and now they are part of a database that you will need to refine to know how many of these potential customers are already ready to buy and how many will need a little extra work, assistance that sparks their interest so that these purchases become effective.

Classify and qualify your leads with Lead Scoring

The first step, then, is an automated process of qualifying and segmenting leads called Lead Scoring.

This technique will allow you to know at what stage of the buying process each lead is, and also how many of them are interesting for your company and correspond to your ideal customer model.

Lead Scoring allows you to transfer your database to a matrix where you can classify each lead with a series of specific characteristics based on two variables: sociodemographic and level of engagement.

Through an automated process, this technique will allow you to qualify the leads, giving higher scores to those that come closest to the defined ideal target. The level of engagement is measured by the customer's interactions with your brand.

This data can be extracted through page visits, social media interactions, or clicks on certain sections of the page.

This variable is the most susceptible to changes based on the different techniques and marketing campaigns you decide to implement.

Nurture your leads and educate your customers with Lead Nurturing

Once your database is organized and classified, your sales team will select the leads that are ready to start the buying process. On the other hand, this is the time to start using nurturing techniques, called Lead Nurturing, with those leads who are not yet ready to become your customers.

Lead Nurturing campaigns will be aimed at educating your potential customers, generally showing them the benefits of the offered product or service to convert them into effective consumers.

This technique consists of automated interactions with the user, which will vary depending on the point in the buying process the leads are in.

It’s not just about calling the user by their name, but understanding what phase of the buying cycle they are in to offer them content that motivates them to maintain interest in us and, ultimately, to make a final purchasing decision – 40 de Fiebre

For Lead Nurturing to be effective, it is necessary to have specific programs like those offered by HubSpot or Marketo.

To ensure the success of the Lead Nurturing process, we recommend following these steps:

1) Have the user complete their profile: when creating the registration form for your landing page, it’s best to request few details, thus avoiding the user feeling they are providing too much personal information.

2) Ensure the user knows the company: the emails aimed at achieving this goal should contain meaningful information for users that encourages interaction with our brand. I recommend reading this post by Jordi Ordóñez published on No Sin Mis Cookies about getting more leads with email marketing.

3) Guide the user into the buying process: at this stage, the educational process begins aimed at getting the user to acquire your company’s products or services.

4) Encourage the user to make the purchase: this last chain of emails should convince the user to choose your brand over another.

As you may have noticed, sending emails or email marketing is a key part of this process, which is why it’s essential to have good email template creation software and the necessary automation tools to ensure their efficiency.

There are many. Perhaps too many, so choose wisely: Mailchimp, Acumbamail, Mailrelay, Mailify…

Oh! And don’t forget to design your email marketing strategy from scratch, without improvisations that usually don’t turn out well. I recommend this article by Vilma Nuñez that explains it perfectly.