setting up a lead nurturing campaignYou probably have guides, whitepapers, presentations, case studies or videos that visitors can download. You’re promoting the content and its helping your business generate leads. But, are you using the content in personalized lead nurturing campaigns?

Personalized lead nurturing campaigns try to achieve a specific goal by sending relevant, personal content to leads that completed a specific form on your website.

To create a personalized lead nurturing campaign you need to determine what content would be valuable to visitors that downloaded a specific piece of content. I’m going to walk you through how to do this during the upcoming Lead Nurturing Day Camp

Personalized Lead Nurturing Campaign Example

I have an RV buying guide visitors can download on my website. They can download the guide by completing the form on the RV buying guide landing page.

I now want the people that downloaded the guide to receive valuable content related to the buying guide and their motivations. They’re probably interested in buying an RV, so my primary goal for this lead nurturing campaign is to get people to contact sales about purchasing an RV. I’m going to try and achieve this primary goal by sending them relevant content about RVs and how to purchase an RV.

Each email in the campaign needs to have a goal that will help me achieve my primary goal. I know the buying process for RVs can be a few months, if not longer, so I’m going to create a 60 business day (3 month) campaign spread out over five emails.

First email:  It will be sent 3 business days after a visitor downloads the guide. The goal is to educate them about purchasing an RV. The call to action is to read a few blog articles about what to look for when purchasing an RV and the differences between used and new RVs.

Second email:  It will be sent 10 business days after a visitor downloads the guide. The goal is to again educate them about purchasing an RV. The call to action is to download the RV buying checklist or read a few more blog articles related to the benefits of purchasing an RV.

Third email:  It will be sent 20 business days after a visitor downloads the guide. The goal is to explain how to finance an RV. The call to action is to download the RV finance guide and read blog articles about RV financing.

Fourth email:  It will be sent 40 business days after a visitor downloads the guide. The goal is to determine if they want to contact sales. I’m doing this now because it's two months after they initially “said” they were interested in buying by download the guide. The call to action is to set up a personal consultation with an RV consultant. I’m also going to include another blog article about the benefits of purchasing an RV.

Fifth email:  It will be sent 60 business days after a visitor downloads the guide. The goal is to determine if they want to contact sales. The call to action is to set up a personal consultation with an RV consultant or to download our RV brochures.

As you can see I am delivering the leads with a lot of valuable information that is personalized to what they initially downloaded.  The next step would be to measure the click-through rates of each email and the number of leads that requested to speak with sales.  From that data, I would make strategic changes to the emails or calls to action in each email. The changes would deliver a more personalized experience to the lead, and will help me reach my primary goal.

You can apply this strategy to any type of content people can download on your website. The key is to have a primary goal and use your valuable content to achieve that goal.

Please register for our Lead Nurturing Day Camp webinar series that will teach you how to set up personalized lead nurturing campaigns and how to use HubSpot’s Lead Nurturing app.

Image credit: Eraphernalia Vintage

Originally published Aug 30, 2011 4:11:00 PM, updated January 17 2014