By Paul Schmidt

Contextual marketing has increased marketers' abilities to create unique experiences on their website for each user. When a visitor converts on the webpage, personalization can catalyze further action. Below, we discuss three contextual lead nurturing examples that drive users more quickly along the buyer's journey.

Retargeting

Providing users with helpful, relevant information after they leave your website is another method to incorporate into your contextual marketing strategy. Retargeting is useful for nurturing leads in your database to guide them further down the buyer’s journey. Here are two contextual marketing tools that can be helpful for lead nurturing.

  1. Snip.ly: This tool allows you to nurture or generate leads from other websites. Here is how it works: On bottom-of-the-funnel retargeting ads, you can send someone to another site where your positive third-party reviews or testimonials live. On this external page, Snip.ly overlays a banner that allows you to promote your other bottom-of-the-funnel offers (like demos, trials, or consultations) and capture leads.
  2. HubSpot’s Smart Forms: These forms allow you to dynamically change based on what we already know about the user. For example, if we already know the user’s company name or job title, there is no need to have that field on the form. Get rid of it. When retargeting users, eliminate as much friction as possible for them to take the next step in the sales process.

Lead Scoring

Whether you are using predictive or traditional lead scoring, you can customize the content on your website based on the quality of the lead. For prospects with an above-average lead score, promote bottom-of-the-funnel offers to get them to opt into a free consultation or assessment.

Email

Email is one of the most powerful ways to nurture your leads. We all get so much email every day, so it’s important you nail your messaging, content, and timing. Here are three contextual marketing examples you can use for your email marketing: 

  1. Mobile: Analyze the percentage of email opens you get from mobile devices. This percentage continues to grow each year for most of our clients. To effectively use email for nurturing, keep them short and to the point. You can also use smart CTAs in email so that people can have content emailed to them, instead of having to download a 50-page white paper on their mobile.
  2. Personalized signatures: If your sales team is bigger than one rep, use smart content modules or personalization tokens to make these emails come from the sales rep working the lead. This provides context to the prospect when the sales rep calls him or her.
  3. Location information: Brick-and-mortar businesses or services area businesses that have more than one location should personalize the location information on the emails. This location information should contain the location’s hours, address, phone number, and a local-specific image.

 

What are some ways you personalize your lead nurturing to reduce your days to close?

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Paul Schmidt

About the author

Paul Schmidt is a strategist at SmartBug Media. He works with clients on SEO, analytics, lead generation, sales enablement, customer success and inbound marketing strategy. He previously worked at HubSpot, helping develop inbound strategies for over 200 clients. His past clients include: Travelers Insurance, Unilever, and the SABIAN Cymbal Company. Paul studied percussion in Las Vegas and got his MBA in marketing in Boston Read more articles by Paul Schmidt.

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