What would happen if you do not nurture a plant or a child? It dies, and this is the same if you do not nurture the relationship with your leads. As much as it sounds horrid and painful, it is what it is.
We aim to guide you through the process of how to nurture your leads in this article. So, what exactly is lead nurturing?
Lead nurturing is a marketing approach that focuses on interacting with your leads in a timely, helpful and targeted manner. This is to develop a connection that can eventually lead to conversion for your business.
Before formulating a lead nurturing strategy, you need to identify the following questions:
- Where are your leads at the customer journey stages?
- What are their pain points?
- What are their worries about our product or service?
- How can we provide value to them?
Once the questions have been identified, it is your responsibility to prepare the best possible answers for them at each stage of your leads’ customer journey. If you can provide value and advice they need during the journey, this will build trust and grow the relationship.
It is important to note that the solutions you provide for their problems must be genuine. Trying to force your products or services down their throat is not a good idea. This is because buyers are not gullible. You do not want to be a dishonest marketer because they stink of selfishness.
Always be open and honest with your audience and share with them the best course of action, regardless of whether it puts you closer to your goal. Keep in mind that your priority is to earn their trust, which is the basis of lead nurturing.
We hope the following tips can help you to get started on your lead nurturing journey.
#1 Use targeted content
Your clients are not all alike. You need to understand the different buyer personas on your list of leads. Craft content that is properly targeted to your audience’s needs to assist them to gain information and develop insight.
#2 Send content based on the stage of the customer journey
Do not send the same content to all your leads. Instead, segment them based on where they are in their customer journey and deliver them the most appropriate content that will address any questions they may have at that point.
#3 Use multiple channels
You do not have to limit yourself to email marketing to nurture your leads. There is a myriad of channels that your potential leads use in this digital age. You can use social media, direct outreach, website and even paid targeting to reach out to your audience. The more effort you put into it, the stronger and more beneficial the relationship will be.
#4 Do follow-up
It is crucial to keep track of your leads and follow up on them as soon as possible. You can, for example, send an email or make a sales call as soon as your lead has entered the decision-making stage. Research any issues they may have based on their browsing preferences so you can identify ways to alleviate their concerns and close the sale.
#5 Personalize your content
Personalization is the key to developing a genuine relationship with your leads. This may eventually bring greater nurturing, loyalty and customer retention.
#6 Score your leads
Score your leads based on their level of engagement, browsing behaviours and social media activities. This will allow you to rank their potential and target them more effectively based on their scores. Hence, you can devote your efforts to the leads who have the best chance of converting.
We wish you all the best in your lead nurturing journey!