03 Jul What’s Lead Nurturing?
“We want leads. We’re not quite sure why but we’ve heard you need them, and we want to increase our leads by 30%.”
The same thing has started to happen with leads as with followers on social media. Everyone’s obsessed about how many leads they’ve got, but the quality of those leads is vital. Like life itself, quality is almost always more important than quantity. We’re going to tell you what a good lead is, and what lead nurturing’s all about.
A lead is a potential customer, who’s interested in some of your products or services, and who’s given you their contact details. You’ll then use this information to convert them into a customer. As mentioned earlier, not all leads have the same value. If you want to design a lead nurturing strategy, the first thing you need to do is define what a good lead is for your business. A good lead is a person who most resembles your buyer persona. You’ll also want to know what they already know about your business, and at what stage of the buyer’s journey they are.
As you’ve probably realised, your company database will play a crucial role in the process. Before you start, make sure you’ve set up your database properly, with all the fields required. If you can’t complete it fully at the moment, don’t worry. Lead nurturing will help you do it.
Lead nurturing is a process based on emails that use automation technology and other marketing automation tools. Your goal is to move the contacts in your database along the buyer’s journey, to close a purchase.
Benefits of Lead Nurturing
Lead nurturing helps you complete your database, publicise your business, get prospects to begin the buyer’s journey and close sales.
It’s probably happened to you before. You’ve seen interesting content online and you’ve filled in your email address to download it. That’s where it all begins. The company has started a lead nurturing process with you. You’ve discovered the company through a piece of content it’s shared on social media. They’ve got your email, but probably not much else. If they’d asked you for more information, you’d have most likely got annoyed and left the process, and they’d have lost your contact.
From now on, through emails that use automation technology, they’ll continue contacting you to offer interesting first-rate content. Maybe an e-book, or an invitation to a webinar. They’ll offer you content you’d normally be willing to pay for, for free. Or so you think. What they get in exchange is information about you for their database. They can then see how interested you are in their products or services, how much you resemble their buyer persona and at what stage of the buyer’s journey you are.
At the first contact they only get your email. Through email chains and other tools (triggers, retargeting, dynamic CTAs) they’ll feed their database. Step by step, they’ll usher you along the buyer’s process. And you’ll end up buying. Then they’ll contact you again to thank you for your purchase and they’ll ask you to recommend them (testimonial, share, like). It will start a new lead nurturing process with other prospects.
If you’d like more ideas for your marketing strategy, we recommend you read our article “5 Tools on Google for your Marketing Strategy”. If you want to put all this into practice and you need a helping hand, we’d love to hear from you. We’ll be ready and waiting!