What is Lead Nurturing?
Lead nurturing is the process of educating targeted sales leads and building relationships with them until they’re ready to buy. It is a marketing practice that focuses on delivering high-quality content to keep leads engaged and ultimately convinces them to become loyal customers. Nurtured leads make 47 percent bigger purchases than their non-nurtured counterparts. Lead nurturing is therefore an integral part of any digital marketing strategy and a way to increase brand awareness and therefore create a solid customer base.
How Can Lead Nurturing Help Your Business?
The practice solves many of the challenges business owners face on a daily basis, regardless of company size.
Lead Nurturing Builds Trust
Lead nurturing helps establish trust between you and your target audience. It provides an opportunity to show why you’re an expert in your industry and what makes your products or services superior to the competition through highly shareable content. Establishing trust is key in turning leads into long-time customers, and nurturing provides this opportunity.
Lead Nurturing Maintains Communications
The marketing practice allows you to maintain consistent communication with your leads via personalized, customized messages and similar tactics. Automated lead generation services are impersonal and more likely to put consumers off. According to a study by Genius.com, 66 percent of buyers note that “consistent and relevant communication provided by both sales and marketing organizations” is imperative when selecting a solution provider.
Lead Nurturing Improves Productivity
Nurturing leads contributes to better employee productivity. It prevents workers from constantly attempting to generate new leads without seeing any results and provides a process for each stage of the sales cycle.
Lead Nurturing Keeps You in Contact With Existing Customers
Maintaining communication with current customers is just as important as finding new ones. Nurturing makes it easy to stay in contact with your customers and make certain they know about new products, services, promotions, and events.
Lead Nurturing Identifies What Consumers Want and Need
Nurturing your leads allows you to identify what’s important to them and what isn’t. You’ll learn what challenges they’re currently dealing with, what products and services are most appealing to them and why, and how to adjust your current marketing strategy to further your efforts and increase brand awareness. For example, it allows you to segment your emails for more effective communication. Segmented emails receive 50 percent more clicks according to MarketingSherpa.
Lead Nurturing Keeps You Connected With “Warmer” Leads
Nurturing leads keeps you connected with and in the minds of “warmer”, or middle-of-the-funnel, leads. Such leads are those who have demonstrated interest in your brand and are often more qualified.
Lead Nurturing Identifies Cross-Sell and Upsell Possibilities
The marketing strategy provides identification of cross and upsell opportunities that notify consumers about what you’re offering. This not only results in more sales, but also bigger sales.
Lead Nurturing Encourages Referrals
Yet another benefit of nurturing leads is the encouragement of referrals through existing leads. Providing valuable, engaging content often prompts current leads to share said content with others. This means more potential leads without extra work, more brand exposure, and more conversions.
Lead Nurturing Improves Business Credibility
Lead nurturing helps your business’s credibility. Providing worthwhile content that includes tips and best practices, in addition to promotions, identifies you as a trusted industry source that customers will increasingly rely on for information. It also frequently makes leads less sensitive about product or service prices because they already trust you as a viable resource.
Lead Nurturing Offers Excellent Return on Investment
Nurturing your leads is a way to enjoy a big return on investment (ROI), as it takes relatively little from your business bank account to provide consumers with engaging content they’ll love. What you get in return—more happy customers and greater brand awareness—is well worth the effort. Lead nurturing is a simple concept that works very well when implemented correctly. No wonder it remains a high priority for many content marketing programs! According to Marketing Dive, lead generation is a higher priority than customer engagement and increasing brand awareness.
Stay in the minds of your target audience and create a foundation that allows you to build on your existing customer base with relative ease. If you’re interested in starting a nurturing program for your sales and marketing team, contact us today.