Lead nurturing is the process of cultivating relationships with your target audience. In the world of sales and marketing, we constantly look for prospects and leads. But not everyone knows your brand or, at the very least, is willing to close a deal with you. They probably don’t see the value yet, or perhaps it’s at the back of their heads.
Lead nurturing helps instigate value to your customers. Even though a prospect doesn’t purchase from you now, it doesn’t mean they never will. It takes time to create the right atmosphere for them to realize your brand wins over other solutions.
The simplest form of nurturing leads is through email marketing. Marketers send a series of emails to educate and warm up leads until they are ready to make a purchase.
According to Marketo, nurtured leads make 47% larger purchases than non-nurtured leads. Your sales team greatly benefits from the process as you move qualified and hot leads along the funnel.
As long as your marketing team targets your audience with the right content at the right time and the right channel, it would be a quick win for your organization. There are several ways to start your nurture campaign:
There are various types of lead nurture campaigns, but it all depends on your goal. Would you like to educate them? Build awareness? Generate sales? Retarget lost opportunities? Asking yourself these questions would drill into the type of campaign you’d like to launch. It never hurts to mix up lead nurturing programs, but starting with one gives you a better feel of what it’s all about than throwing yourself out in the field with different campaigns.
Slicing up your audience into different components—lifecycle stage, company size, job title, or whatever makes sense for your team—allows your lead nurturing campaign to be more highly targeted. You can set rules and criteria to filter your audience properly. Using an automation tool can sort out groups easier and faster.
Understanding who your audience is and the kind of content they consume increases the chances of a higher engagement level. It has to resonate with them for your campaign to become a highly converting program. Many times, marketers launch campaigns on the fly without putting effort into their content. This only wastes their effort and time. Planning your content is critical to the success of your lead nurture campaign.
Lead nurturing is a journey you don’t want to miss. Think of it as if it was a road trip where every person creates a symbiotic relationship with each other. You build trust and establish common ground along the journey. Investing in a lead nurture program powers up your overall lead generation efforts. If you’re thinking of amplifying your lead generation efforts, contact us.
We act as an extension of your team and convert leads on your behalf.
