Let me start off by saying, if you don't know what a lead nurturing campaign is, please first read my blog: "What is a Lead Nurturing Campaign".
Keep as Standalone Education
Each email you send should have stand-alone value for the person receiving it. There is no better way to skyrocket unsubscribe rates than sending emails that is a giant sales message. Think of 2-5 great bits of information you can share with your reads that will get them excited to receive your next email. The more you can educate your readers, the closer they will be to converting into a customer.
Develop a Strong Relationship
One of the most important piece of a lead nurturing campaign use it to develop a relationship. Lead nurturing campaigns are a happy medium of personalization between a personal one-on-one consultation email and a mass sent blog or ebook.
Over time, get your leads to get to know your credentials, your business and you as a person. Each email should help strengthen your bond with that lead so that they feel that they are you two are great friends, although you've never met.
Once you've created this, you will have an extremely loyal and engaged lead who's very likely to not only convert, but also go out of their way to help spread the word.
As much as every business owner wants a 1-day sale cycle, the reality is in most cases the sales cycle is much longer than that, especially for those larger commitment items like a service retainer or an expensive product. In some cases it may take months to develop a relationship, establish trust, educate the lead and get them ready to take the next step.
Don't be afraid to run long lead nurturing campaigns that never even talk about sales. Again, the longer you can engage and keep that customer excited and learning, the higher the likelihood of them converting.
Put Your Feet in the Shoes of the Targeted Persona
When developing a content strategy for your lead nurturing campaigns, it's important that you take a step back away from your office chair and put your feet in your persona that they lead nurturing campaign is targeted for.
Talk to your sales team and develop a series of questions, objections and comments that this persona is feeling at that particular stage of the inbound marketing funnel. Then use these ideas to create stand-alone educational lead nurturing emails.
Addressing and educating the lead on these common questions, objections and comments ahead of time in a lead nurturing campaign will shorten the sales cycle, further qualify the lead and help increase conversion rates.
Align Timing with you Personas Sales Cycle
Talk to your sales team and find out what they typical sales lifecycle is for each persona. Additionally, break up the lifecycle each persona spends in each stage of the inbound marketing funnel. Then, use this timing to schedule out your lead nurturing campaigns.
Take it one step further and schedule in specific emails addressing common questions, comments or objections that persona has at specific times in the sales cycle.
Don't be Pushy, Wait Until They Are Ready
There's a chance that the lead is not at the point where they are ready to convert into the next stage of the inbound marketing funnel. In this case, it's critical to not only push them forward to the next stage. Instead, offer them additional content in the stage they are currently in to further educate and engage the user.
Track, Measure & Improve
Just like any marketing or business activity, it's critical that you track and measure everything you do. Find out which lead nurturing campaigns have the highest open rates, clicks and conversions. Work with lower performing emails to find a better combination of timing, subject lines, content, offers, etc. to increase its conversion rate. Improving an email's effectiveness is a totally different subject in itself. You can learn more about creating effective emails and email marketing by watching my free webinar, "Launching an Effective Email Marketing Strategy"
These are just a few of the key things to keep in mind when creating a high-converting lead nurturing campaign. It's also very important to have very well thought out and skillfully crafted copywriting within your emails along with content that's relevant to the lead. Over time you will learn your audience and be able to adapt your lead nurturing campaigns and eventually develop a high-converting lead nurturing campaign.