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hi everyone this is valerie and this is the video about lead nurturing part two i'm sure you've already watched part one if you haven't please do it and get back to this video so this video is actually about how you can plan the lead nurturing campaigns how you can plan the personalized communication that is actually the lead nurturing well the planning is tightly connected with the research and i'm also going to tell you what research you should conduct before launching the lead nurturing campaign let's start so before we start let's be on the same page lead nutering is a great process in your business that helps you regain customers in other words lead nurturing helps you to build the communication with customers in the way so that you get higher and higher conversion rates so the first question you are going to start with is why customers don't buy right now so you need to understand why you need to actually create the lead nurturing campaign so that a customer can smoothly move from point a to point b and actually get from the very first visit to a website to the purchase in the shortest period of time so there are definitely maybe a variety of reasons why customers do not buy from the very beginning of your relationship like they do not feel the value of the products or probably there are too many competitors and they are going to check all of them before getting back to you or probably there is not enough trust built with your brand with your products with your company well they may also consider your pricing a bit higher than the rest of the market or like the reason may be pretty simple they don't have the money right now to click the buy button well the first step with working on the lead nurturing campaign is to understand the main reason why your customers do not get to the purchase stage very quickly so you need to conduct sort of research in order to understand what you need to fix and by saying what to fix i mean what communications you need to start making with your potential customers like you want to catch unicorn and you need to devise a plan how to do it yeah so everybody wants to catch a unicorn don't you let's speak about each and every case that i just mentioned for example a customer doesn't trust your company they do not know who you are they do not know what products you sell they do not know if your products are of high quality well there may be variety of options to say here right well that means that your communication chains should contain the information about your company your products your brand your mission your personality so everything that actually helps potential customers understand that you are the person who knows the business and you are the person with the mission and you are the person who will never fail them and you have great products you have a great team you are standing behind your product right so definitely potential customers can easily turn into customers with really great ltv but please one thing you need to pay attention to here don't be a writer of really long emails don't be like john tolkien be precise be short be brief and deliver the value in each and every communication so create the communication change that actually delivers the necessary information to your potential customers and at that of this communication chain customers feel the value and they are ready to buy well indeed now you have the question on your mind what communication channels you can use of course that depends on your business like fmcg companies have certain points of contact with their customers and potential customers while b2g or some companies that create and produce big engines have completely other contact points still everything is actually accumulated into three options social nets company blog and ads social nets include facebook twitter youtube so whatever your customers are interested in so definitely are going to rock those communication channels well if you are speaking about company blog so that is the place where you broadcast your expertise so any person who actually visits your blog and especially if you're talking about potential customers who visit your blog they definitely understand those people know what they are doing you are building trust with your audience and if you are talking about ads there may be different strategies you might have some like disrupt marketing or you may have really traditional marketing you might have posters somewhere in the street you have billboards you may have ads on instagram well again that depends on the interests of your potential customers so what you need to pay attention to is the following make sure that all these points of contact complete a smooth customer journey like okay they see an ad somewhere on instagram and they see a certain message okay they go to your social profile they go to instagram page and check your messages there so they have again some information have some attraction points and messages that they are keeping in their head okay then they go to your website read your blog and so on so this customer journey should be really smooth and that is also part of the lead nurturing now when it comes to communications that are in the emails pop-up windows chat messages and so on that is also the major part of customer communication of the lead nurturing so what i mean to say is that when you want to deliver some information to your potential customers make sure you do not break the customer journey make sure you are still delivering the relevant information and you are not confusing them in other words if your main goal of the customer communication is to build trust with your potential customers build trust on every step of the customer communication so starting from the ad and finishing with the email campaign all right once the communication chain is ready it's time to measure the efficiency that is my favorite part i like to measure and i like the analytics so you might have some reference of the previous period and you can rely on it and you can strive to the metrics that you are able to achieve but if you are just starting that's totally okay that not have the goal of the communication okay set some periods two weeks a month not more and see how the communication works so how your metrics are rocked i hope so and then you can just plan the following activities and you can just also work with some other objectives not only building trust but also probably the pricing who knows so the main idea that i want to tell you right now is don't forget to measure everything that you are doing and when it comes to lead nurturing and the communication goals still you can measure it okay i'll give you some hint here you can measure if your potential customers make purchase after reading two emails from you so now you can actually plan how to measure the efficiency of your communication chains all right let's sum everything up so the first thing you need to focus on is what objections you're going to work with whether it is trust value pricing whatever next thing that you need to do is the research talk to your customers talk to those who haven't purchased from you analyze something talk to other audience so there are many options to do that i'm going to tell you about it one day point three create the relevant and priceless content for your potential customers next insert this content throughout the communication throughout the customer journey and finally measure measure the efficiency of your activities so that is it for today thank you for watching this video and don't forget to tell me in the comments what just tell me something i really want to know your thoughts see you in the next video