‘Lead Nurturing’- Changing the Face of Lead Generation

Lead Nurturing
Lead Generation

Lead nurturing is a purposeful process of building effective relationships with customers throughout the buyer’s journey and during each stage of the sales funnel. It facilitates marketing and communication efforts by listening to the needs of potential customers and providing the information and answers they need.

Marketers are thus able to keep in touch with buyers on a convenient time of the buyer rather than the traditional way where customers are bombarded with emails that are in the meantime, get neglected. With a successful lead nurturing program, you get to establish a network of communication across your website, social media, and mobile platforms that ensures buyers will have you in mind when they’re ready to purchase.

To actively advance the prospects whom you’ve created through your marketing and lead generation efforts, to the point where they become paying customers is your main objective. Inbound marketing-driven organizations often give so much emphasis on generating leads and they neglect the processes of following up. But lead nurturing is what that fills that gap. It helps them to proceed through the buyer’s journey towards becoming a customer.

Some tactics on how to nurture leads like targeted content, multi-channel nurturing, up-to-date follow-ups, and personalization are explained below:

Personalization of emails – Personalized emails cater to generate a neat revenue per email than non-personalized emails do. It continues to be the most effective tactic for lead nurturing and produces significantly better results than generic email blasts.

When someone downloads your content, clicks on links in your emails or visits certain pages on your website, you send them emails that have triggering content. When marketing personalization and behavioural triggered emails are combined, you can deliver the right marketing messages to the right people, at exactly the right time.

Tailoring each email to the interests and behaviour or even name and demographics of your leads and prospects, make it resonate that much more. Your emails should not appear automated or bombarding type. Think outside the box. It is better to address your recipients from various departments in your organization, such as a member of your sales team, your founder, or a department that will help you close a sale. Personalized emails are extremely helpful towards the end of a leads sales cycle.

Ways to personalize an email:

  • Segment specific behaviour or characteristics of target groups like their job, title, age, location, interests.

  • Address them directly with their names.

  • Add details about their business or location.

Targeted content – Nurturing your leads by utilising targeted content can significantly improve the results of your inbound marketing strategy. Understand each of your individual buyer personas. Then, segment targeted content designed to nurture each of your personas based on their interests, goals, objectives, and marketing triggers.

Plan with your team to plan and produce content that describes your business story (original, curated, and user-generated). Your marketing automation platform helps you identify, segment and target your unique buyer personas as you climb your inbound marketing strategy.

You may also review different nurture contents and analyze the form of a nurture email, including sender info, copy, design, calls-to-action (CTA) buttons, and mobile optimization.

Multi-channel lead nurturing–  Today, marketers look for new lead nurturing strategies and technologies that go beyond the limits of email. With the help of powerful marketing automation platforms, savvy marketers are now producing multi-channel lead nurturing strategies.

It is a modern marketing framework that engages the audience throughout their journey. It involves a combination of marketing automation, email marketing, social media, paid retargeting, compelling website content and direct sales outreach. You need to ensure that your sales and marketing teams are well aligned and working cohesively to execute these strategies properly.

Regular follow-ups – The benefits of immediate follow-up calls seem quite evident. A recent article in Harvard Business Review lets us know the surprisingly slow response period of most US-based companies.

But a timely followup email or a phone call is still the best way to convert inbound leads into qualified sales possibilities. The chances of converting a lead into a sales opportunity are higher when the lead is contacted immediately following a website conversion.

A timely, well-researched call to an inbound lead proves effective than any kind of cold calling. Browsing behaviour tells you what your prospects are searching for. Hence, you get enough information about the prospect to do some initial research about the organization they work for and respond in a way that is welcomed by them.

Lead scoring – Lead scoring is often used in ranking prospects against a scale that represents the observed advantage each lead serves to the business like job position, the number of social media followers or company size.

It is implemented in most marketing automation platforms by assessing certain website browsing behaviours, conversion events, or even social media interactions and giving a numeric value to each of them. This makes it easy for you to determine which leads should be followed up with straight away by a sales rep or which leads need to be nurtured further down the funnel.

The process of lead nurturing is not so complicated. Try implementing it ASAP to boost your business.

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