Streamline Your Business with Lead Nurturing B2C for Engineering

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hi there it's adrii from hot some leads need more time than others this might be because they don't have the necessary information they need to make the purchase or they might just be in an earlier stage in the buyer's Journey regardless of what the reason is the answer is lead nurturing lead nurturing helps keep your potential customers engaged and guide them down the sales funnel until they're ready to convert and with HubSpot you're able to automate a lot of your lead nurturing strategies so if you're ready to automate click the link in the descript deson and start using automation now like every strategy you implement you want to make sure that you're setting goals so you know how you are performing with HubSpot you can set both sales and marketing goals let's start with marketing for this example let's say that I'm a greeting card company and I want to make sure that my ads are performing the way I want so I'm going to set goals to see how my ads are performing in sending traffic to my website I'm going to give my goal a name select the ad account I want to track which is my Facebook account as well as the campaign and then here I want to set my goal duration so I want it to be monthly for the next year as you'll see I'll be able to add in the goal for every month this year for this example I'm going to put the same for each month except for July because I have a couple other campaigns that I think are going to work really well so I'm going to keep it like this and click next here I'll be able to set notifications so I can be notified when I exceed my goals if they're being achieved or oh if I miss them I'm then taken to the analyze page where I'm able to track my goal progress now sales folks don't feel left out we can set goals for you too in your HubSpot account go over to reporting in data and click goals now if you're new to this feature I'd highly recommend creating a goal from template here you can see the common goals a lot of our users choose to implement uh one of the most common ones is revenue so let's go ahead and set our Revenue goal in our goal is to increase our Revenue by 20% in 2025 I can assign it to specific people and then again choose the duration of the goal you'll see this is very similar to how we set our marketing goals I have the same notification options that I did with my marketing goals now that you've set your goals the next step is to identify the audience you want to nurture and you know what that means bu personas a buyer Persona is a semif fictional representation of your ideal customer this is a really great place to start when thinking about who you want to nurture if you don't have a buyer Persona no worries HubSpot has a free tool a make my Persona generator that you can use to answer a few questions and it'll actually give you who your buyer Persona is we'll make sure to link this in our description below once you created your buyer Persona the next step is to add that Persona into HubSpot you add it as a property and once you have it in HubSpot you can use this to further segment down your contact list so that you are sending targeted messages to the right people under data management select properties search for Persona and click edit here you'll be able to add a number of different personas once you've added your appropriate personas you can go into a contact record and edit them and assign them the right Persona now that you've added your personas as a property and HubSpot you're able to mark certain contacts in your CRM as certain personas so this is going to be a great way for you to segment down your contacts and make sure you're talking to the right people all right so now that you've created your buyer Persona the next step is to create content right not so fast before you can create content you need to understand the steps your prospect takes before becoming a customer with you otherwise known as the buyer's Journey the buyer's Journey has three stages in it awareness consideration and decision in the awareness phase of the buyer's Journey your prospect becomes aware that they have a problem so let's take our greeting card company from before this is when they'd realize that they're not keeping in touch with their long-distance friends or family and they'd like to change that they're aware that they have a problem in the consideration phase your prospect is clear that they have a problem and they're determined to help solve it so in this stage they're looking at all the available approaches that they can take to solve this problem so for our example it could be greeting cards it could be a longdistance phone calls there really a lot of options here and then finally in the decision stage the prospect has decided on a solution strategy and now they're researching vendors so let's say they go with yep I want to start sending greeting cards well there are a lot of vendors out there so they're going to be doing their research on determining which one is right for them the goal of the decision stage is to make a purchase now that you understand the buyer's Journey let's start making content for our Prospect at every stage of the way if your contact has consumed your content it's a Fair assumption that you have their email address and it's important that we use that email address to continue nurturing them one way to automate some of this lead nurturing is by enrolling them in an asset workflow an asset workflow is a workflow that'll send them emails that are helpful and relevant to them we know what's helpful and relevant to them because we already know what type of information they're consuming so this is really powerful information in a really great way to send them information that they're actually going to enjoy now my hsot account I'm going to create a workflow and if workflows are intimidating to you by any means start with templates we have a really great library of templates that'll help you nurture your leads so let's say I want to create a workflow that sends a welcome email to new blog subscribers so here I have a workflow when anyone fills out the form to subscribe to my blog I'm automatically going to set their life cycle stage to subscriber and send them a welcome email with some other helpful information that I know they're going to enjoy because I know what content they're looking for another workflow I really like is a re-engagement workflow so let's say someone has subscribed to your blog but they're not clicking into the links they haven't visited your website URL in a really long time what you can do is send them an email um asking them if they're still interested or give them some other valuable content to get them back in with workflows you can also understand how folks are engaging with your emails to see if you're on track to meeting your lead nurturing goal to do so click into your workflow and select view details here you'll be able to see metrics such as contacts enrolled if there are any issues or actions needed from you for this workflow and even enrollment history so this is a great place to start if you need some more data behind the emails you're sending when you're ready to start creating content make sure your content is aligned with the buyer's Journey so for awareness content you can do things like videos or blog posts maybe even fun quizzes so folks can understand their problem a little bit better for consideration stage content consider writing newsletters ebooks or maybe even hosting a webinar and then finally for decision stage content think of this as pricing Pages or free trials or demos whatever content you're trying to make HubSpot has got you covered with our Content Library in your HubSpot account you have so many options to creating really great content for your prospects so if you go into content here you'll just see a sampling of everything that's available to you but you have blog posts website Pages podcasts really take some time to understand what's in your hubs SWAT account so that you can create the best offers for your prospects and there you have it hubs swats guide and helping you automate your lead nurturing strategy HubSpot has been deemed leaders in the small business midmarket in Enterprise spases by G2 so if you are ready to get started nurturing your own leads make sure you sign up for help thought free CRM today if you're enjoying this content make sure to subscribe to this YouTube channel