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Automated lead nurturing campaigns

Boost sales using targeted marketing

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Automated lead nurturing campaigns

Boost sales using targeted marketing

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What is lead nurturing?

The rule of seven dictates that most prospects won’t take the next step in the customer life cycle until they’ve heard from you or engaged with your content at least seven times. In the age of constant incoming information and intrusive advertising, this rule has never been more important. Simply blasting a one-off email message doesn’t cut it anymore.

To truly reach the customer, we marketers need to diversify our messaging to communicate both how and when our leads want to hear from us; you need to gradually nurture your leads towards a sale. This means using more than just one medium; email is great but a multi-pronged approach is better. Tools such as automated SMS messaging, physical postcards, and even retargeting can help you reach your customer in a constructive way and gain the coveted conversions you seek.

By creating a series of mixed media messages featuring engaging content highlighted occasionally by an offer, businesses like yours have been able to garner more leads, build brand advocates, and create a reliable machine for generating consistent sales. 

What is lead nurturing?

The rule of seven dictates that most prospects won’t take the next step in the customer life cycle until they’ve heard from you or engaged with your content at least seven times. In the age of constant incoming information and intrusive advertising, this rule has never been more important. Simply blasting a one-off email message doesn’t cut it anymore.

To truly reach the customer, we marketers need to diversify our messaging to communicate both how and when our leads want to hear from us; you need to gradually nurture your leads towards a sale. This means using more than just one medium; email is great but a multi-pronged approach is better. Tools such as automated SMS messaging, physical postcards, and even retargeting can help you reach your customer in a constructive way and gain the coveted conversions you seek.

By creating a series of mixed media messages featuring engaging content highlighted occasionally by an offer, businesses like yours have been able to garner more leads, build brand advocates, and create a reliable machine for generating consistent sales. 

What are some lead nurturing benefits?

It’s been proven time and time again that the more often leads are exposed to a particular offer or brand, the more likely they are to buy. However in today’s climate of constant noise, marketers need to deliver pertinent content/messaging to them in mediums that have their attention. Using a tactical combination of email and SMS (and even retargeting) in your marketing can be a great way to diversify marketing messaging and keep your product top of mind. Doing so while consistently measuring ROI is the key to a significant increase in leads over time: the fast track to more revenue for your business.  

Secure a steady stream of leads more likely to buy

By qualifying your leads via multiple touch points, you’ll drive more traffic to your landing pages and website. Keeping the right offer top of mind is known to increase sales by 20% or more.

Free up your marketing team resources

Automated lead generation done right produces more high-quality sales leads with less manual effort, allowing you to focus your marketing efforts elsewhere for a greater ROI. Rather than handling busy work, you’re free to refine your offer, seek out alternate channels of revenue, and up your overall creativity.

Secure a steady stream of leads more likely to buy

By qualifying your leads via multiple touch points, you’ll drive more traffic to your landing pages and website. Keeping the right offer top of mind is known to increase sales by 20% or more.

Free up your marketing team resources

Automated lead generation done right produces more high-quality sales leads with less manual effort, allowing you to focus your marketing efforts elsewhere for a greater ROI. Rather than handling busy work, you’re free to refine your offer, seek out alternate channels of revenue, and up your overall creativity.

Why is Ontraport the best lead nurturing platform?

With the development of the online marketplace and automation tools such as Ontraport, planning and executing lead nurturing campaigns is now a walk in the park.

Ontraport makes this easy by combining all of the various tools you need for a multi-medium campaign into one tool. By means of automated marketing (aka funnels) of lead nurturing emails, SMS, and physical postcards, you can nurture your leads over time to achieve the ideal seven touch points, ensuring the greatest odds at converting. The details of setting up such a series varies system by system — review our examples (below) to get an idea of the scope of possibilities.

“If you want to supercharge your leads, it’s not enough to just attract potential customers to your list. Once they’re there, you’ve got to build a relationship with them.”

- Neil Patel, Co-Founder at Neil Patel Digital

Examples of lead nurturing campaigns using Ontraport

Targeted lead nurturing emails

With lead nurturing in Ontraport, you can engage your leads using targeted emails pertaining to your lead’s pain points, interests, or goals. When cold/inactive leads are automatically subscribed to your lead nurturing campaign, they are sent a Welcome Email containing a survey, the results of which allow you to profile your lead and get insight into their motive for interacting with your business. Based on their survey answers, each prospect receives a series of targeted emails gradually priming them to purchase your product. Not only does targeted content give you the opportunity to connect more intimately with your leads, it’s also a way of collecting helpful data to improve your business and products.

Flash sale

Playing on consumers’ fear of missing out, or FOMO, a flash sale/limited-time offer is a great expedited lead nurture tactic you can employ and build quickly and easily in Ontraport. This is done by subscribing leads to a lead nurturing campaign — they’ll receive emails, postcards, SMS messages or a combination of the three notifying the lead of your sale. Each correspondence conveys a sense of urgency and directs recipients to a sales page where they can purchase your discounted goods with a personalized coupon code — also generated in Ontraport.

Free trial

With lead nurturing in Ontraport, you can quickly and easily build a free trial campaign to further entice leads who have already shown interest in your product. You simply send them one or more free trial offer emails. Once they sign up, leads meet a trigger in Ontraport, which automatically adds them to a Free Trial Lead Nurture campaign. This campaign is composed of a series of lead nurturing emails designed to incentivize the lead to buy the full version of your product — the last of which is a demo invitation.

Mini-course

A mini-course is a series of educational videos delivered via email staggered over a predetermined period of time — typically days or weeks. This “show, don’t tell” lead nurturing tactic keeps leads anticipating your next message and can be built quickly — and with great precision — using Ontraport. Once a lead has opted in, they receive a welcome email that teases the mini-course. They then receive an email linking to lesson one of the course followed by the remaining emails in the funnel. Each mini-course video page contains a compelling CTA leading to your purchase page where prospects can purchase your product.

Splinter offer

A splinter offer is a lead nurturing tactic in which you divide one of your higher priced items into smaller chunks or offer a supplementary good/service at a low rate — a low risk offer with a higher rate of return. For instance, if you sell vintage wine you can warm up leads by offering corkscrews, or if your product is a series of training videos, you can offer one particular lesson a la carte. Such an offer can be built easily in Ontraport by creating a new product for your splinter offer and sending your leads one or more emails directing them to your sales page where the offer can be redeemed. After they purchase your splinter offer, you can further market to them for big ticket items.

Webinar

A webinar is a surefire way to communicate the value of your product to leads — particularly in the B2B space — as a means of nurturing them towards a purchase. With lead nurturing campaigns in Ontraport, you can promote upcoming webinars focused on your product or niche as a means of sparking an interest in your business. When new leads are automatically subscribed to your lead nurturing campaign, they are sent a series of emails, each promoting an upcoming free webinar. Within each email is a link to a webinar registration page. Leads who register receive a webinar confirmation email with a link to your informative, free webinar when it airs.

Ready to set up your automated lead nurturing campaign and convert more leads to sales?

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“I love this CRM! Ontraport has changed the way I do business, and I recommend it to all my clients. The support is wonderful and the platform is powerful. You can set up any funnel you can dream up! Before Ontraport, I was overworked; after getting Ontraport I have so much more time. You won't regret making the leap!”

— Rebecca Barnheart, Your Business Designer

Ready to set up your automated lead nurturing campaign and convert more leads to sales?

“I love this CRM! Ontraport has changed the way I do business, and I recommend it to all my clients. The support is wonderful and the platform is powerful. You can set up any funnel you can dream up! Before Ontraport, I was overworked; after getting Ontraport I have so much more time. You won't regret making the leap!”

— Rebecca Barnheart, Your Business Designer

Frequently Asked Questions

What is marketing automation and why is it so important?

Marketing automation is technology that manages repetitive marketing tasks and complex campaigns so you don’t have to. This software allows you to automate your communication with leads and customers throughout the customer lifecycle, from their first touchpoint to post-purchase.

When paired with a CRM that collects data about your leads and customers, your marketing automation software can use that data to deliver engaging, effective experiences across multiple channels. Whether you use email marketing, SMS messages, postcards or a combination of them all, marketing automation will give you the power to turn more leads into customers — without managing the whole process manually.

What is a digital marketing funnel?

Digital marketing funnels are like road maps that your prospects follow until they eventually convert into loyal customers. You can create all kinds of funnels depending on your business and strategy, however most center around the five customer lifecycle stages: Attract, Convert, Fulfill, Delight and Refer.

With marketing automation, your leads and customers will move from one stage to the next based on their interactions with your business. For example, your marketing platform can bump a contact to their next lifecycle stage automatically after they reach milestones like signing up for your newsletter or making a first purchase. The best part is, it all runs on autopilot after you set it up, which gives you the power to scale faster.


What should I include in my lead nurturing emails?

Since you’ll be nurturing leads who know about your brand but might not be ready to purchase, you’ll want your lead nurturing campaign to include emails that are personal, inviting and valuable to your recipients. To make getting started easy, download our prebuilt Stay-in-touch Drip Email Campaign — it comes with a series of emails designed to nurture leads closer to a purchase. The automation, emails and pages are already ready to go, so all you have to do is fill in the blanks and you’ll be able to start nurturing your leads in minutes.

What are the biggest lead nurturing benefits?

When done strategically, lead nurturing allows you to build awareness and establish trust with your prospects. Plus, it’s a great way to show your expertise, keep your list engaged and guide leads into your sales funnel more quickly. Together, these benefits make it easier for you to turn more of your leads into loyal customers.

Think of it like dating: You wouldn’t ask someone to marry you on the first date, right? The same goes for your leads — before asking someone to buy your product, it’s important to show them who you are and why they should trust you. That’s what lead nurturing is for.


How do I find the best lead nurturing platform for my business?

To get the most from lead nurturing, you’ll need a tool that can manage information about leads, segment your prospects into groups and deliver the right communications to each segment at the right times — and be able to track exactly what’s working in your lead nurturing automation and what’s not.

Ideally, an all-in-one tool like Ontraport will give you the best experience; you’ll get all those must-have features under one roof, which allows you to build a more efficient lead nurturing system and track your results more clearly.

To see a complete checklist of all the crucial features to keep in mind while you shop, check out our free buyer’s guide — it’ll help you find the platform that best meets your needs, whether it’s Ontraport or not.

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