A couple of weeks ago, we saw how important a lead nurturing strategy for fashion businesses is, especially for an inbound marketing strategy to be successful.
Generating new leads can happen in different ways and through various channels, and if you’ve done it right, you should now have your new contacts which are ready to be nurtured.
A content strategy and the right communication platforms are key elements in a lead generation strategy, but the one and only thing you cannot give up in this scenario is a marketing automation software, such as HubSpot.
As we’ve seen in different occasions, HubSpot is the best tool if you want to:
- Attract the right customers;
- Generate new leads;
- Coordinate internal operations;
- Better organize your business;
- Develop an efficient content strategy;
- Automate some marketing and sales processes;
and so on…
A lead nurturing strategy is part of the Middle of the Funnel stage, where you’ve already collected your leads, and you need to push them further in the Buyer’s Journey.
Let’s have a look at how HubSpot can help you achieve this goal and what type of lead nurturing campaigns you can develop thanks to this tool.
Lead nurturing for the fashion industry with HubSpot: let’s answer some of the “Why”-s
Firstly, let’s sum up once again what it means to nurture a lead.
According to HubSpot:
“Lead nurturing is the purposeful process of engaging a defined target group by providing relevant information at each stage of the buyer’s journey. You want to actively move the prospects you’ve created through your marketing and lead generation efforts, to the point where they become paying customers. Some tactics on how to nurture leads are through targeted content, multi-channel nurturing, multiple touches, timely follow-ups, and personalization.”
Why is lead nurturing so crucial for a fashion brand which aims to use digital tools and strategies to generate revenue and raise brand awareness?
Today’s customers don’t buy just clothing or shoes or accessories. They buy stories and experiences and expect from a brand to deliver those stories and experiences. In this scenario, lead nurturing is a great way to engage with your potential customers and eventually transform them into paying clients.
- HubSpot is an all-in-one-tool which allows you to monitor the Buyer’s Journey from A to Z, i.e., from when a visitor to your website becomes a paying customer;
- This software helps you collect useful data to develop an effective content strategy and up-sell or cross-sell strategies;
- Because of all this data, you’ll be able to adjust your marketing efforts according to your Buyer’s Persona behavior;
- You can also shorten the buying process given that 23% of nurtured leads make purchasing decisions quicker, according to Market2Lead;
- You’ll have the opportunity to segment your contacts and personalize your content and email marketing strategies to engage with them even more.
3 types of lead nurturing campaigns you can develop with HubSpot
The following are some suggestions on how you can develop an effective lead nurturing strategy thanks to HubSpot. Obviously, these kinds of strategies can vary based on:
- The goals you want to achieve;
- Your Buyer Persona;
- Which stage this Buyer Persona is within the Buyer’s Journey;
- The exact segment of the fashion industry you operate in.
Also, we’ll try to set aside the technical aspect of how to develop a lead nurturing campaign and concentrate a bit more on the creative and strategic part of it.
Let’s get started.
The ultimate goal of an inbound marketing campaign is to educate an audience and to be helpful.
In our most recent blog post about lead nurturing, we’ve talked about Jenna, a business owner who designs maternity clothing according to the latest fashion trends.
In this case, a lead generation strategy might be developed around the storytelling of Jenna’s brand, why she decided to start a business in this field and providing even some tips on motherhood and the relationship between mother and child.
In other words, you need to communicate your brand values and engage with your potential customers developing quality content with which they can somehow identify.
For today’s customers, knowing a brand is essential, and it’s a fundamental element of the decision to purchase or not from a business.
HubSpot is an amazing tool that helps you segment your leads and your audience. This is an excellent opportunity to personalize your content strategy even more.
Let’s imagine that some of Jenna’s leads downloaded a free guide on how to combine toddler’s outfits while spending less money on children’s apparel. That same group of leads might also be interested in a checklist about how to cleverly reuse some of the child’s clothing when it doesn’t fit anymore.
In other words, whichever action is taken by your lead you have to be prepared with some quality content to help that specific lead and push it further in the Buyer’s process.
3. Transform a lead into a client
If a lead has become a Marketing Qualified Lead you’ve already done some amazing job. What follows is a strict collaboration with your Sales team to propose the right product or service to that specific lead, according to the information you’ve gathered thanks to your lead nurturing strategy.
5 best practices on how to develop a kick-starter lead nurturing campaign with HubSpot
1. Know your Buyer Persona
If you don’t know your potential customers’ needs, fears and doubts you’ll never be able to produce quality content that will transform a lead into a customer, or even worse: an unknown visitor into a qualified lead.
2. Personalize your communication
Forget about the obsolete info@, marketing@, brand@. Personalize every aspect of your communication, from the e-mail address you’re using to calling your customer by name. Remember that showing empathy is the way to engage with your leads.
3. Keep it simple
Obviously, an eye-catching design is fundamental for an e-mail marketing strategy and more generally in content creation. Remember though that your content and e-mails need to be clear and understandable and to communicate immediately the value you want to offer.
HubSpot offers tons of e-mail and landing pages templates, which will help you achieve this goal.
4. Be clear
The subject line and an engaging CTA are two of the most important elements that will influence the opening rate of your e-mails.
Also, don’t forget to leave an open window for your lead to get in touch with you if she/he needs more information about your products or services.
5. Develop a customer-oriented strategy
When you design a lead nurturing strategy, forget about the “salesy” pitches and remember the acronym ABH, Always Be Helping. It means that you have to develop a plan focused on quality and helpful content.
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