With Microsoft Dynamics 365 for Sales and the implementation of marketing automation, managing and nurturing leads has never been easier. With automation software, potential leads can be tracked and nurtured accordingly based on their level of interaction they have with your company’s content. However, establishing a lead nurturing workflow is not a one size fits all process, and requires some initial setup and customization before you can begin to start bringing in new clients. Consider the following three steps before you decide on implementing any CRM software:
1. Understand Your Customers
Before you can begin setting up any sort of automation, you need to understand how your customers interact with your content. Who is your ideal target segment? Is the information and content relevant to their needs? Knowing how consumers are engaging with your company (i.e. social media, blog posts, etc.) will influence the type of content you post and how you choose to interact with them based on where they are at in their customer journey.
2. Plan Out The Steps To Your Workflow
After segmenting your target audience, develop specific strategies that nurture your leads down your workflow. Having leads sign up for newsletters via email has become the norm for many companies, and will allow you to nurture leads through custom emails tailored to where your leads are at in their purchasing journey.
3. Test your workflow and analyze results
Once you’re successfully planned and created the relevant content for your leads, test and analyze the results. Your workflow may require some trial and error, however the information that you gain will allows you to build more effective and efficient workflows in the future.
Heimdall Sham, Digital Content Creator, WebSan Solutions Inc., a 2017 Microsoft Modern Marketing Innovation Award Winner