Once you’ve collected those precious email addresses via forms and content offers, you don’t just want them sitting in your CRM database gathering dust. On the flip side, you don’t want to milk them for all they’re worth, either; that’s a sure way to get unsubscribes and/or smacked down as spam. A truly effective lead nurturing strategy delivers relevant content to the right people at the right time. In this blog, we’ll look at HubSpot lead nurturing tactics you can implement within the platform.
Trends in Lead Nurturing
Content is the cheese to lead nurturing’s macaroni.
It’s the backbone of the entire process, so when thinking about the “right” way to develop your HubSpot lead nurturing tactics it’s a good idea to look at what’s trending in the world of content creation and copywriting. Some relevant trends and statistics to take into account in 2020 include:
- Personalization. According to DMA, segmented emails generate 58% of all revenue.
- Mobile-first. 4/5 Americans are online shoppers (and post-COVID, that number could well be 5/5 now!)
- Prevalence of video. 80% of video marketers say video has directly helped increase sales.
- The Rise of RevOps. According to Lead Data/Sales Hacker, 31% of companies have a RevOps function in place as of 2020.
HubSpot Lead Nurturing Tactics
Let’s take a look at how each of the trends above can be pulled through your HubSpot lead nurturing tactics.
Fortunately for you, HubSpot has extremely powerful segmentation capabilities! You can filter by just about anything you can imagine. If you can find the right lines to divide your audience up with, you can create hyper-personalized smart content on your site, as well as emails that drive more sales. (The most efficient way to find those lines is to develop buyer personas.)
In addition to basing campaigns around specific buyer personas, you can also personalize emails by triggering emails based off of contact behavior. For example, using HubSpot workflows as a lead nurturing tactic, you can automate an email (or series of emails) when prospects complete an action like filling out a form, visiting a specific website page, or engaging a certain number of times with you. This can help you get the right content to the right people at the right time.
Emails should always always always be optimized for mobile and tested. Mobile opens account for 46% of all email opens.
HubSpot email allows you to preview emails in over 30 inboxes so you know exactly how your emails will display in different combinations of browsers, devices, and email platforms.
But its not just email you should be leveraging when it comes to lead nurturing. The following are additional lead nurturing tactics that you can give a mobile bent to.
- Email marketing
- Social media (primarily conducted on mobile)
- Text message marketing (SMS)
- Dynamic website content (Should be mobile friendly)
- Mobile retargeting
Prevalence of Video
According to HubSpot, 54% of consumers want to see more video content from a brand or business they support. And year over year, the importance of video continues to grow.
Incorporating video into your lead nurturing strategy is a great way to:
- Build trust and awareness around a brand;
- Increase overall engagement; and
- Share information through a medium that people are responsive to.
Since lead nurturing is about developing relationships, there are some forms of videos that work particularly well for this:
- Brand video. A short video that explains your company brand, mission, and story. It’s a great way of humanizing your brand.
- Social video. The popularity of video is increasing in part because of social media. Posting video to social media is an excellent way of continuing a conversation with your followers.
- Explainer video. Brief videos (~60 seconds) that show how a product or service addresses key buyer pain points. These are great for website and can be repurposed for email and social.
- A long-form video perfect for educating prospects.
HubSpot accommodates all of this – we’re particularly a fan of the Wistia integration, which collects detailed stats on videos that are embedded on your site. It’s an extremely valuable tool if you’ve ever wanted to know whether visitors are loading videos but not playing them, rewatching parts of videos, or where they’re losing interest.
The Rise of RevOps
You may be asking what Revenue Operations has to do with lead nurturing. But that’s the thing about RevOps: it has to do with everything, as long as that thing ties into revenue.
A central part of RevOps is aligning teams which have traditionally been siloed (i.e., marketing and sales). One of the effects of aligning sales and marketing is that lead nurturing strategies become more successful because the teams can work together to identify where exactly prospects should be transitioned between teams. Pull their ideas into HubSpot and they can set the lead scoring, workflow enrollment, and conversion events that help automate a lot of this process.
Of course, it’s not always easy to translate your brilliant business tactics into HubSpot. Sometimes you have a fantastic strategy and may lack the technical knowledge to implement it effectively. That’s where a RevOps, HubSpot-specific agency like CMO comes into play.
If you have a vision that you’re unable to translate into HubSpot, chances are we can do it (even when HubSpot support says you can’t). Book a call with a RevOps specialist today, and we’ll chat about how we can bring your vision to life.