Lead Nurturing is the process of creating a relationship which is based on trust with the prospective buyers through various stages of the sales funnel. It channelizes activities like marketing and communication to understand the needs of the potential buyers. With this approach, the company can answer all the queries of the buyers about the company and its products and services by eliminating the communication gaps.
This process helps to generate 50% more leads that are ready to buy and at 33% lesser cost. What’s more? Nurtured leads are found to make 47% more purchases than the leads which are not exposed to nurturing. This system first determines if a particular lead is willing to buy the model of the brand with the help of lead scoring strategy.
In order to realize the increased revenue, a business must have a proper strategy for lead nurturing and implement it across channels. Dividing and sub-dividing a lead database and developing a proper content focus are the main task related to this process. Testing and optimizing the efforts for extracting maximum benefits is essential.
Lead nurturing requires specialized efforts, and a business really needs to look into a lot of things to develop a successful strategy.
Expert Tips for Better Lead Nurturing
It is important to keep your presence alive in your prospects’ life. To ensure that, provide only useful information that interests them. Instead of taking an aggressive approach, offer them such information only once a month. But, you should focus on creating an impression.
Appearing as someone who knows what they are talking about will help to build confidence. So, even if the prospect is not ready at the moment, they should think only about your brand when they are finally ready to buy. You can develop such an impression by exposing the potential customer to a well-researched content regularly.
However, giving prospects the control to tone down or simply opt out of information they receive from you will create a positive image. But, if they keep receiving the interesting and useful information they would look forward to your content. And if a prospect has some query to make, it is the best opportunity to make a personal call and ease out any hesitation that they may have about your company.
Remember, less than 5% of the leads are ready to buy immediately. Those leads that are not ready immediately, allow them to learn more about your company through tools like videos and white papers.
Simple Tips to Improve Your Lead Nurturing Campaigns
To start with, prepare a full proof content map before launching the campaign to avoid any hiccups later. With a content plan in place, you will know the content you have to spend in each stage of the campaign through e-mail.
Avoid sending the first mail unless at least next three are ready.When your prospect becomes aware of your brand and progresses towards buying your product, you must offer content specifically meant for that particular stage of buying cycle. It is wrong to treat existing clients as leads.
Provide them with new content that induces them to upgrade the existing services or purchase something more. Ensure each of your emails focuses on a particular subject and focus on a single call-to-action. Lead scoring can also help to determine the kind of content you have to send to a prospect. Make use of automated and multi-step e-mail campaigns that get into action when a prospect shows keen interest by downloading e-books, registering for webinars and visiting pricing pages.
You can have different products and services suitable for different people. Therefore, you must segment your campaigns and direct content that is relevant to a particular customer. Last but not the least, your communication with your potential customers should have a human touch. Your prospects will appreciate communication in conversational language that bears the name of your sales head or some other representative.
Insanely Effective Tips to Nurture Your Warm Leads into Buying Customers
Before investing their money into something, people always desire to know and feel what exactly they are getting into. When possible, provide prospective buyers with a sample of your product so that they can quickly decide if your product satisfies their needs.
Make the warm leads aware how they can benefit from you. With some very effective online marketing tools, you can manage your warm leads efficiently. Make use of tools like a brochure that allow your prospects to get more information about your products whenever they desire.
Know your products in and out so that you can answer any question raised by your prospects at any time. Any failure on this front will seriously hurt your reputation. Engage with your prospects on social media platforms and try to keep their attention with the help of regular status updates.
Lead Nurturing is an essential part of the sales process that helps a business to convert leads to actual sales. With continuous engagement with the prospects through relevant content and communication, it is possible to multiply revenue to a great extent.