Email Nurturing: How to Turn Leads into Customers

You’ve heard it a lot of times, haven’t you?

How you need to attract leads and nurture them to make sales. Every marketer on the internet says it.

But nobody really explains how.

You know to turn leads into customers, you need an attract-nurture-retain structure. So, you create a lead magnet to help you attract leads to your funnel. But that’s just the tip of the iceberg.

The whole ice is in turning these people who have shown interest in your product into customers who are ready and willing to pay for your product.

So, how do you get started?

Let’s find out.

1. Convince by sharing value

The first step to turning your leads into customers is to give them something valuable to hold on to.

You’ve successfully crossed the first step of attracting your audience through your strategic lead magnet.

The next step is to turn them into customers.

This means getting them from a point where they no longer need to be incentivized by your lead magnet, to a point where they are interested in your core offerings.

To do this, you need to share value.

Value here means sharing content/messages that help improve your customers’ lives and address their needs.

People don’t care about your solution, they care about how it improves their lives. This means, if your freebie was good enough to attract them, your content needs to be better to keep them.

Personalization is key in this process, as tailoring content to the specific needs and interests of each lead enhances their experience and increases the likelihood of conversion.

So, showcase your expertise in your niche and share helpful content your audience is interested in.

2. Talk about the problem

You need to constantly remind your audience that you know the problem they may be facing. Whether it’s difficulty in running ads, identifying a target audience, or knowing what niche to be in.

The goal is to let them know that you are aware of the problem so much that you are on top of the mind of your audience.

Of course, everyone has different problems and will probably require specific solutions hence it’s best to tailor your messages in such a way that it caters to your specific target audience.

One way to do this is by asking the right questions and knowing what your audience wants from you.

What part of your knowledge are they really interested in and what offer do you have that they will be willing to pay for?

Make it the forefront of your message and watch how these leads trickle down to become customers.

3. Cautiously leverage email marketing

The keyword here is “cautiously.”

Email marketing is great. It’s the most personal way to reach your audience and influence their decision.

But like you, many other companies and businesses use email marketing to reach their audience. And your customers do not want their inboxes full of sales emails.

So how do you stand out?

The distance between connecting to your customers and making them buy your product is separated by a thin line – content. Your content needs to be relevant and different in a valuable way. You want your customers to look forward to your emails because you’re not just another creator telling them something they are just hearing.

There’s no one way to ensure you stand out, but here are a few things to try.

  • Start off with an attention-grabbing subject line. The subject line is the most essential part of your email. It often determines if people will open your emails or not. A good subject line sparks dopamine hit without coming off as offensive or clickbaity. Remember to keep it short and sweet.
  • Then, make your subject text even more interesting with a catchy preview text. Your preview text can complement your subject line, provide additional context, and convince the reader to take action, thereby increasing your open rates.
  • Lastly, be very intentional about your email content. Your email should be beneficial to the user. That is, it should contain valuable messaging that helps the reader remain on your list.

Rather than selling regularly, share more valuable and personalized content. This way, when you pitch a product for sale, your readers know you’ve shared weeks of valuable content.

Email personalization, however, goes beyond using your reader’s name in your emails all the time or sending emails every day. That’s known as spamming.

It involves getting to know your customer’s needs and online behaviors and using it to send targeted emails that lead to action.

As an expert, you have the knowledge, experience, and tools they value. Share it with your audience in all creative ways possible.

People unsubscribe to lots of emails every day without reading or opening them. To make sure your email stays in their inbox, you’ve got to make it worthwhile.

LEARN: Email Marketing 101: How to Write Great Emails to Sell Out Your Products

4. Offer discounts

This strategy works all the time with customers. Lots of people want to take your course, be a part of your membership/coaching program and read your book.

But oftentimes, they are limited by the price. They may also have plans to give someone one of your products but can’t do so because it’ll cost a lot. So they patiently wait for you to offer discounts at least once.

Being a digital creator saves you from the operational cost of running a business. You don’t have to worry about delivery fees or clearing fees, or lots of other expenses that come with running a traditional offline business. This unique advantage gives you the opportunity to offer discounts.

When offering these discounts, make sure to place them in the centers of attraction of your messaging platform. It could be a bold carousel post or a huge CTA button in your emails or a pinned post on Twitter. Also, make sure to talk about it consistently for the period the discount is being offered.

The idea is to constantly remind your audience about an offer on the table and to make them take it. But be careful. Being the cheapest option in the market isn’t an effective strategy for having a successful business.

However, discounts can be harmful to your business if not carefully planned out. Hence it’s always best to keep it for a short period of time.

LEARN: How to Offer Discounts Without Harming Your Business

5. Try out split testing

Split testing, popularly known as A/B testing involves segmenting your audience to experiment with two different factors to observe results. You can experiment with headlines, email time, copy, CTA, etc.

The aim of A/B testing is to compare two versions of any element to determine which one performs better in achieving a specific goal. It measures the impact of variations on user behavior or outcomes.

Here are a few tips to maximize split testing in lead nurturing;

  • Identify the goal: Start by defining the goal of the test. It could be increasing click-through rates, improving conversion rates, reducing bounce rates, or any other metric that aligns with your objectives.
  • Choose a variable to test: Select a specific element of your webpage or marketing material that you want to test. It could be the headline, call-to-action button, layout, or any other element that you believe can impact user behavior.
  • Create two versions: Create two versions of the element you want to test: the original (A) and the variation (B). These versions should differ only in the variable you’re testing while keeping other aspects consistent.
  • Split the traffic: Randomly divide your leads or target audience into two equal groups. Group A will see the original version, while group B will see the variation.
  • Collect data and analyze results: Track and measure relevant metrics for both versions, such as click-through rates, conversion rates, engagement, or sales. Use analytical tools to gather data and evaluate the performance of each version. Then compare the results to know which one performed better.
  • Implement and iterate: Once you have a clear winner, implement the winning version as the default option. However, the process doesn’t end here. You have to continuously iterate. Repeat the A/B testing process with different variables or refine the winning version further to achieve even better results.

Remember, the goal is to know how each segment of your audience reacts to your content. Their reaction then determines if you should continue with your marketing style or use another strategy to turn your leads into customers.

6. Have an automated sales funnel

An automated sales funnel, as the name implies, is a sales funnel that operates on automation as a way to ensure things keep moving smoothly and steadily.

A sales funnel, on the other hand, is a marketing concept that describes a customer’s buying journey. It shows you the processes your customers go through before finally making a purchase.

The model uses a funnel as an analogy to describe the various stages of the customer’s journey. Usually, the top of the funnel is the largest part of the funnel to which all your customers are directed.

Then the bottom of the funnel is where customers who buy from you are placed. Whatever happens in the middle of the funnel determines if your customers will move down the funnel or away from it.

As the prospects pass through each stage of the funnel, it shows they have a more substantial interest in your product.

With automation, nurturing your lead becomes easier. As soon as your lead is attracted to your bait, immediately send a welcome email that lets them know what they’ve gotten and can get in the future. Leads are 9x more likely to convert when businesses follow up within 5 minutes.

Next, develop a range of content in various formats like; blogs, videos, emails, case studies, quizzes, etc that address your audience’s needs.

Repurpose this content into short-form email messages that would be sent to prospects as they progress down the funnel.

If your content is good, chances are they’d stick around, wanting more, moving down the funnel till they eventually buy from you. The end goal of building a sales funnel is to make sales.

LEARN: How to Create an Automated Sales Funnel to Boost Sales of Your Digital Product

What’s Next?

Turning leads into customers is an important objective for any business. A typical lead conversion rate is somewhere around 10%, so you want to make sure that you convert most of the leads you attract.

While the process can be challenging, implementing the right strategies and tactics can significantly increase conversion rates and drive business growth.

Finally, if you need a platform that helps you to sell all kinds of digital products, you’re looking at Selar.

Selar is a full-featured platform that enables creators like you to create an online store and sell all kinds of digital products.

You also get access to a comprehensive suite of tools to empower you to build and scale a successful business, engage your clients through email marketing automation and enhance your digital product experience.

You have all the tools you need at your fingertips. So it’s time to get started.