Dave is a business owner and wants to expand his reach to find new customers and get them to buy his products.

He decides to market his company online in hopes of reaching people who haven’t discovered his company yet. After a couple of months of work, he’s getting tons of leads, but he’s not closing any of them.

Dave is lacking a lead nurturing strategy, and it’s a common mistake made by companies.

Once you capture leads, you can’t stop working on getting them to convert and hope they come around on their own. You need a lead nurturing strategy to help nudge them towards conversion.

On this page, we’ll show you how to nurture leads with digital marketing so you can boost conversions for your business.

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1. Segment your email subscribers

If you want to know how to nurture leads with digital marketing successfully, start by segmenting your email subscribers. Email marketing is one of the best lead nurturing strategies you can use to nudge people towards conversion — if you do it right.

When someone subscribes to your email list, you know they already have an interest in your products or services. Now that you have their email, you want to send them relevant information that gets them to convert.

At this point, many companies make the mistake of sending their subscribers every single email they create. You don’t want to make this mistake. If you send your subscribers every email you create, you’re going to have people hitting the unsubscribe button to avoid getting irrelevant emails.

To prevent this from happening, be proactive, and segment your subscriber list.

You can start by grouping your audience based on common characteristics. Look at attributes like:

• Age
• Gender
• Location
• Interests/hobbies
• Buying habits
• Income

You can group people based on these characteristics and send them emails that are most relevant to their interests. That brings us to the next tip…

2. Personalize your audience’s experience

When you develop your lead nurturing strategy, a critical component is personalization. Personalization involves delivering content tailored to your audience’s interest, so they engage with your brand.

You can use personalization in other strategies like content marketing, but we’re going to focus on personalization for email marketing.

So, once you have your segmented list of subscribers, you can create content tailored to each group’s interests.

Dozens of businesses are fighting for your audience’s attention, so you must deliver information that’s relevant and timely for each group of subscribers.

You can personalize your audience’s experience by:

• Using their name in the subject line or body of your email
• Delivering a special offer or discount on a previously viewed product
• Sending emails aligned with the recipients’ time zone
• Sending a quiz to find the right product or service

Creating a personalized experience makes your audience more likely to engage with your business. People will only see the information that’s relevant to them, which makes them want to open your emails and learn more.

3. Use remarketing ads

Next on our list of lead nurturing best practices are remarketing ads. Remarketing ads are great for nurturing leads to convert by showing them ads for products or services they showed interest in by viewing previously.

You can run numerous types of remarketing ads, including:

1. Display remarketing ads
2. Dynamic remarketing
3. Social media remarketing

If you want to use remarketing, you may need to implement a snippet of code on your site so you can reach those leads. The code will depend upon which platform you use. For example, remarketing to Facebook users requires installing a tracking pixel on your site.

Once you implement the code on your site, you can track user browsing behavior and deliver an ad based on their browsing behavior.

When users see the ad on another site or in their social media feed, it reminds them of your business and brand and encourages them to reconsider purchasing.

Bonus tip: You can use remarketing for more than just ads! If you have email subscribers that didn’t finish filling out a form or people who left products in their online shopping cart, you can send remarketing emails to remind them of these actions and get them to convert.

4. Create a blog

If you want to know how to nurture leads with digital marketing, start by creating a blog. Blogging is one of the most effective ways to drive traffic to your site, but it’s also effective at keeping leads engaged with your brand.

When you blog, you share valuable information with your audience that they want. You educate them while building trust and confidence in your business.

To get started with blogging, you need to generate a list of topics. What type of information does your audience want to know about your industry or business? You can search for ideas around Google or use a tool like Google Trends to find viable content ideas.

So, for example, let’s say you search “video games” on Google Trends. Your search provides you with tons of data, such as interest over time and places where it has the most interest.

From this point, you can see queries related to the topic of video games to get content ideas.

Once you have a topic, you’ll want to see what others wrote about that topic.

So, for this example, we’ll take the topic “top video games 2020.”

Upon looking at the search results, you can see what other people already wrote about the topic and use this information to inspire your blog post.

After doing some research, you can compose your blog post and publish it.

As you continue to blog, make sure you focus on topics your audience wants to read. You want to provide them with valuable information continually, so they’ll keep engaging with your brand, and you can nurture them towards conversion.

5. Run pay-per-click (PPC) ads

Another strategy on our list of lead nurturing best practices is pay-per-click (PPC) advertising. PPC ads appear at the top of the Google search results above the organic listings.

PPC ads help you build brand familiarity with your audience. If they search for products or services related to your business and see your ad at the top, they’re going to think of your company and consider purchasing from you.

Here’s a scenario for you:

Bobby is in the market for a new pair of golf shorts. He decides to search for “men’s golf shorts” on Google to see what type of results come up.

When he searches, he sees an ad for Carl’s Golfland at the top of the search results. Bobby browsed on there previously, so he recognizes the brand.

He doesn’t click on the ad, but Carl’s Golfland is on his mind as he browses through the organic search results to look for golf shorts.

A few days later, Bobby comes back to searching for golf shorts again. This time, however, he knows he wants Adidas brand golf shorts, but wants to see if he can find them cheaper from another vendor.

He searches for “men’s Adidas golf shorts” and finds that Carl’s Golfland is at the top of the search results again!

Since Bobby is familiar with their brand and saw them again, he decides to click on the ad and browse the Adidas shorts on their site.

In this scenario, the PPC ad helped Bobby build brand familiarity and nurtured him towards conversion.

To get started with PPC ads, you’ll want to conduct keyword research and find relevant terms to target in your ads. You can use a tool like KeywordsFX to find these terms.

Once you have your terms, you’ll bid on them to get your ad’s placement. You’ll set your maximum bid, which is the most you’re willing to pay when someone clicks on your ad.

Your maximum bid and quality score will determine your ad’s placement.

Your quality score consists of factors like:

1. Ad relevancy
2. Click-through rate (CTR)
3. Landing page relevancy and quality
4. Keyword relevancy

You want to have a high-quality score so your ad can rank higher in search results.

Once you have your quality score and maximum bid set, you’ll launch your ad campaign and start appearing in search results.

BONUS READING: Google Ads Audiences: 8 Audiences to Target with Google Ads

6. Use video marketing to inform your audience

If you want to know how to nurture leads with digital marketing, start by implementing video marketing into your strategy. Video marketing is one of the most powerful tactics for engaging your audience.

Here’s just a few statistics that show the power of video marketing:

1. 139% is how much brand association can increase after someone watches a video
2. 88% is how much more time users spend on pages with video
3. 86% is how much conversions improve with video

As you can see, videos are great for building brand recognition and nurturing leads towards conversion.

You can create videos on numerous topics.

Here are some video ideas you can make to nurture leads:

1. Give a tour of your office, store, or facility
2. Share employee’s perceptions of your business
3. Give users an overview of your product and how it works
4. Share client testimonials
5. Create a highlight video that shows how your business solves your audience’s problems

There are dozens of opportunities for you to create informative videos that engage your audience. Increasing their engagement with your brand will help you nurture these leads towards conversion.

How to nurture leads with digital marketing: Work with the experts

Creating a lead nurturing strategy is critical to helping your business thrive online. If you want to earn more conversions, you need to focus on creating a plan that nurtures leads towards becoming customers.

At WebFX, we know how to create lead nurturing strategies that drive the best results. In the past five years, we’ve driven over 6.3 million leads for our clients. We can help you earn more leads for your business, too!

If you’re ready to start your lead nurturing strategy, contact us online or call us today at 888-601-5359 to speak with a strategist.