The following is a guest post from Josh Brown. Josh is the Content & Community Manager at Fieldboom, which provides an all-in-one lead capture and customer feedback solution to help with growing your business faster.
Alright, so your most recent marketing campaign has generated a ton of interest among your target consumers.
You’ve seen a huge spike in web traffic, mailing list subscribers, and your social media following.
But, despite all this, you still aren’t seeing much of an increase in the area that really matters:
It’s a disheartening feeling, for sure – especially considering how high your hopes were after seeing such a huge spike in traffic and engagement.
If it’s any consolation, you’re not alone.
According to data collected by HubSpot, 79% of marketing qualified leads never end up converting. In other words, nearly four of every five people who show a genuine interest in a given brand end up walking away without making a purchase from said company.
Now, one of the main reasons this number is so high is because many companies implement sub-par strategies for nurturing these qualified leads – if they implement lead-nurturing strategies at all.
On the bright side of things, this means that if you focus heavily on nurturing your qualified leads, you’ll almost definitely be doing more than your competitors are in terms of providing value to your target customers.
In this article, we’re going to focus on how to use email workflows as part of your marketing strategy to nurture leads and increase their probability of converting into paying customers.
Before we get into the best practices for creating automated email workflows, we first need to explain exactly what email workflows are, and how using them can benefit your company.
Let’s get started.