Our Thinking

Sharing a bit of a PSA with tips based on a few recent conversations.

Companies invest time and budget to get traffic to their website. They use Google Ads, social or influencer campaigns, and even offline events and advertising to drive visitors to a landing page encouraging a certain action, like exchanging contact information for a useful resource. 

And if they don’t? On most websites, the only other action a visitor can take is to submit a contact us form.

But most people who visit your site are not ready to buy your product or service at that time. Many are just curious. They’re looking to educate themselves, see what’s out there, and start thinking about whether it’s feasible for them. They don’t want to submit a form and enter your sales process. They’re not ready to be contacted.

👉 Pro Tip: Create opportunities to stay top of mind while they decide their next move. Otherwise, most of your investment to attract them won’t pay off. How? With nurture tactics that allow a stranger to your website to become more familiar with your offerings until they are ready to take a sales call.

Here are five cost-effective ways you can use HubSpot to gently nurture these contacts into the sales funnel:

1. Provide an opt-in/signup page to receive regular news and information about your company. This will be separate from your contact us page, and be sure to ask for a work email, first and last names, and company name.
2. Build an onboarding automation for new signups. These people should get 1-2 emails that give them immediate value and set expectations on what’s to come.
3. Invest time in regular, high-value emails or newsletters that help educate and assist buyers throughout their process. This rewards those who have opted in and builds trust in your company.
4. Provide high-value content offers throughout your website – not just on landing pages accessible by advertising. Trade virtual or in-person events, thought leadership reports or other downloads for email addresses and other data that can give you the means to communicate with these prospects on a 1:1 basis.
5. Use progressive forms to capture additional data to segment them in a meaningful way and target them with more relevant content. Taking the time to research these contacts and add information such as job title or region will enable you to customize your interactions more specifically.

👉 Pro tip: Consider each lead the start of a new relationship. You may have caught their eye, but never assume new contacts are as interested in you as you are in them. Let them know you’re available, be nice – charming even, but don’t come on too strong by launching a sales initiative the moment you get their contact info.  

Start simply – but do start! With lead nurturing you need to think long term, with a plan to add multiple touch points to your program over time.