A home improvement lead nurture campaign, probably better recognized as lead nurturing, is a type of marketing strategy that nurtures the relationship between a consumer and business.
As companies adopt inbound marketing as a means to generating more new leads, the significance of having an effective lead nurture strategy becomes paramount. Implementing an effective lead nurturing strategy can have a massive impact on the outcome of your inbound marketing strategy and overall ROI.
The premise behind a lead nurture campaign is that nowadays the consumer discovers the brand and options available to them by researching it. The consumers are no longer hard sold like they were in the old days when the internet was not dominating the marketing world as the primary channel of communication.
These days, consumers usually research all the options available and evaluates them before reaching out and connecting with a home Improvement business.
Focus & Principle of Lead Nurturing
Lead nurturing m focuses on building a relationship with an existing prospect and contractor. Once a cold lead engages with your content campaign, they are then taken through a lead nurturing workflow which should be tailored to their specific pain point and from what brought them into your home Improvement lead funnel in the first place.
Once a random website visitor converts into a lead on your contractor website, they are placed in the inbound marketing funnel, for nurturing. In this nurture funnel, they’ll receive various e-mails, push-notifications or SMS that’s tailored to their interests and needs. By matriculating contractor leads through this campaign, it’ll prompt the lead to take the next step and move down through your sales funnel to an eventual sale.
A notable differentiating principle of a lead nurturing workflow is that in place of hard selling, you are engaging them with conversation.
The home improvement lead is already engaging with your brand so it’s a tactic that is less abrasive, and personalized in order to build rapport and trust in your brand’s ability to deliver. The lead nurture campaign must speak to the prospect by knowing what they want and when they want it. This process is in place to simply guide the lead towards a sale.
It’s easiest to think of this as a maze marketers lure the consumer down with very specific actions.
An example of this would be a consumer visits a contractor digital marketing agency website and browses the SEO (search engine optimization) section. The home improvement lead generates an alert and a few days later an email with an invite to a webinar on the topic of local SEO for contractors is sent to them. The lead then receives the email, opens and is presented with this offer. Once the lead clicks on the offer, which takes them to a landing page on the marketing agency’s website where they’re offered the webinar on local SEO.
There isn’t an overt CTA (Call to Action), or a push for the lead to take any next steps. This is an engaged conversation between a lead and roofing contractor, where the business is seeking information: “let us see if we’re a match for what you are seeking.”
This is where the marketing term ‘nurturing’ part stems from, because we are guiding the lead along the pathway towards a sales event, without the lead explicitly knowing what’s happening.
Launching a home improvement lead nurture campaign
When I start a home improvement lead nurture campaign, I’m always starting with lead scoring. Lead scoring is a method used in order to gauge where a prospect is within the sales funnel by the way they’re engaging with the businesses content. Lead scoring data is then used to determine the best communication method to establish between business and lead.
When a business has a solid flow of cold leads in their home improvement lead funnel, then the lead scores results in segmented leads, where strategies and relavent content subjects will be used within the segmented groups.
Pretty much every established organization has a product or service lead scoring methodology that’s suitable to their needs, but generally there are three rules of thumb followed by all.
1. Identifying the right type of home improvement lead
First, we need to figure out where the lead is within your target audience, which relates to the lead demographic. Additionally, we then need to figure out whether or not the home improvement lead has the ability to make a purchase and if the product/service is actually of use to them. This is more of an art than a science as there’s no real definitive way of knowing up front.
2. Gauging the level of interest
Fist we need to be able to understand the differentiators between a lead that arrived on your landing page and subsequently bounced, versus a home improvement lead that interacts and is engaged.
Up to around 90% of leads will never buy a product or service. Meaning, more often than not something grabbed the leads attention but ultimately they are not a suitable fit for that particular product/service. The leads level of interest directly affects the timing of strategies used in the lead nurturing process.
This is the most important step in home improvement lead scoring. Without getting this part optimzed, nothing else that your business does will matter as its flawed from the start. Garbage in, equals garbage out.
3. Are they there just for content?
Sometimes you could have quality content a site visitor is browsing leisurely and has no intention of engaging further. If the visitor isn’t engaging in anything such as watching videos, joining your email lists, signing up for free resource guides, etc, yet are still clicking through all of the sites videos and articles then those leads have less value than those who are.
Even a site visitor that doesn’t spend as much time on your site, yet engages further will take front stage over a site visitor that spends all day searching through your blog.
Time to start the communication
Once we finish the lead scoring process, we now begin communicating with the lead. Here, it is generally agreed that content remains to be king. From infographics, high quality articles, videos, webinars, the target audience is looking for answers to a problem their trying to solve. Once the home improvement lead is identified and segmented to the appropriate grouping, we can now use our automated email drips to round out the buying cycle.
Automated email drips
For over a decade, automated email marketing has been the cornerstone for online marketers and is one that can have a significant impact on ROI, when done properly. Once we’ve scored the lead, we will then send out automated emails which are tailored towards the leads engagement style with the brand.
The automated email drips are designed to present relevant content that’s related to their experience. Like we saw with the marketing agency example above, it could be a link to a landing page, video tutorials, infographics, basically anything that persuades the lead to purchase.
The beginning automated email drips typically provides information, rather than a hard sales pitch. This is known as giving value before taking value.
This is why having lots of content thought out and ready to use before lead scoring is optimal process.
Automated email drips are the first attempts to nurture their home improvement lead down the crafted sales funnel, hopefully leading to a conversion event.
Apply A/B split tests to your emails
Email split testing is a process ot analyzing your email templates to determine their efficacy.
A/B split testing works extremely well within each segmented audience, content metrics are excellent tools, and timing evaluation is critical for success.
Discovering the perfect length for your emails is the gold standard of a winning home improvement lead nurturing campaign.
From this data, we will then optimize a campaign in order to discover the optimal workflow. From my experience, I’ve found that the optimal workflow of a lead going through the sales cycle will directly correlate to the target audiences lead score.
Doesn’t always work and certainly styles and tactics are going to change along with the natural rhythm of the market, so don’t fall into a lazy loop of believing you can do just one single activity and it always works.
Do that with anything in life and you’ll be sorely disappointed.
Home Improvement Lead Nurturing is effective when constructed properly
Lead nurturing can be a winning strategy in converting home improvement leads into paying customers. It’s a strategy that allows a company or brand to take advantage of their own unique voice and perspective, creatively looping this conversation rather than just desperately trying to force a sale.
It’s a natural way of letting the home improvement lead “self discover” your brand or product.
Since there’s time to allow this to occur naturally, it means there’s more opportunity for optimization, which further increases the overall success of the entire marketing campaigns objective.
Over the course of time our lead scoring will begin segmenting for better granularity, and from this we are able to find new ways to better personalize with lead nurturing. Then our automated email drips are able to function without us being involved at all times. This is done in order to open the doors of communication with the lead.
Home Improvement Lead nurture campaigns helps you to be present on the channels where your consumers are having out at, thereby engaging them and increasing the chance that they will start a relationship with your business and be a lifelong consumer and brand advocate of your product or service.
For example, nurturing roofing leads towards a sales event takes time and is not done in a month or even half a year. It requires dedication, cooperation and lots of hard work within the company in order to be effective.