The term Lead nurturing is nothing more than a process to develop relationships with your prospects and customers at any time during your shopping cycle or Buyer's Journey.
This process focuses your energies towards the areas of marketing and communication to: listen to what your prospects need, know the requirements of your current clients, extend a business-consumer relationship or respond to the needs of your Buyer Persona.
Because it is important?
- On average, 50% of the leads in your system are not ready to make a purchase.
- Almost 80% of new leads never make an act of purchase. And, unfortunately, the fault is yours.
- Companies that have a good lead nurturing strategy have managed to generate up to 50% more sales with a 33% reduction in cost.
- The nourished leads (through a process) make purchases 47% larger (speaking of quantity).
As you can see, the process called Lead nurturing is one of the best ways to strengthen your marketing strategy and the relationships you establish with your customers or prospects.
The Lead Nurturing begins once the company has contact with a potential client and can start customizing communication will use to contact him.
The Lead nurturing process can start with actions as simple as establishing an email or newsletter as part of the information you share with your customers talking about product updates, price changes, new versions of a service, etc.
Of course, the more robust, the more reach your Lead nurturing strategy can have .
For example, a more complex campaign can talk about the characteristics of a product, the personalization of a service, a company pitch.
As you can see, it is about communicating relevant information at the right time, to advance your lead in your purchase process and, not least, to stick to your needs.
So, sooner rather than later, you will begin to establish a good relationship between your company and your prospects, to start raising your sales.
The 8 best steps for an effective nurturing Lead
As I mentioned in the top part of the text, the goal of Lead nurturing is the best way to build a relationship with your lead, throughout its purchase cycle.
If you are looking to develop a great Lead nurturing plan , you can not miss the next 8 steps that will mark the way forward, to connect with more customers.
Customize
No more, all your Lead nurturing campaigns must be made to order. Personalize each email focusing it through the interests and behaviors of each of your Buyer Person is the key.
Do not be sparing, use demographic data, personal data, tastes, etc.
Everything that is useful so that your messages resonate with each of your clients.
Something that can not happen (ever) is that, for example, your emailing campaigns appear as automated messages or long chains of information.
Think out of the box.
You can consider dividing your communication by specialized departments in each "type" of client.
So, if what you want is to move your leads in your sales process, you should consider (in a way) establishing personalization as a fundamental aspect of your action plan.
Educate according to Buyer's Journey
One of the crucial steps to close or conclude a sale is to educate your prospects and give them the information they need , for their current status in the Buyer's Journey.
How can you educate your prospect?
- In the attraction stage: Includes blog or articles related to your needs. You must become your main information provider that brings you closer to making a key action for your company.
- In the conversion stage: You can invite them to a webinar or a performance that allows you to know more about your product and experience it first-hand.
- In the closing stage: Share success stories, best practices, product reviews, etc.
Better quality than quantity
One thing is for sure, none of us like to be invaded with unsolicited information every minute of our lives.
And, let's be honest, your leads either.
If what you want is to lose your leads the best advice is to fill your tray of unnecessary information every minute of your day.
Bad idea, right?
Establish an optimal average or a publication calendar that delivers information at the appropriate time (month, day and time).
Please, do not send the same email to all
Sure you noticed this.
Each lead is different (it is worth repeating) and, surely, they are in different stages of your Buyer's Journey.
With this in mind, there is no reason why you should share the same information with your contacts.
Act naturally and bring the correct and pertinent information to your prospects.
To start you can start segmenting your audiences by groups, to achieve an exact definition of their needs.
Grouping your contacts through key information will help you ensure you are delivering the right information to attract the attention of your prospects.
Restart the relationship if necessary
Your leads are not opening your emails?
Do you have a low opening cup?
Your information does not seem right?
Why do not you try to reset the relationship and start building a new account.
How can you restart a relationship?
- They are the stars: ask and ask for feedback, to know the true needs of your prospects.
- Add an incentive: Offer your contacts something they consider valuable and that encourages them to interact with your company.
- Create a sense of urgency
Start as soon as possible
This point is fundamental.
In the words of Jeffrey Russo, Product Marketing Manager of HubSpot:
Do not wait until your prospects show an express interest in your company; You can start with lead nurturing from any moment of the relationship; even if they have only read one page of your blog.
Create content that encompasses the pain points of your prospects
It is not a novelty, the age of the internet has empowering consumers.
This means that, now, we all have greater access to information before acquiring a product or service.
In this way we make sure that, whatever it is, we acquire something made to our measure.
The world of Inbound marketing takes this standard as a maxim and establishes a content strategy based on the key points (pain points) of each one of the prospects.
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