Lead Nurturing is the Inbound Marketing technique based on the creation of valuable relationships with our users with the aim of accompanying them during their purchase process .
According to a Marketing Sherpa study, 73% of the leads we capture never become customers. Therefore, it is essential to provide users with content that adds value and helps them advance through their buyer's journey .
In other words, Lead Nurturing is the link between marketing and sales that your company needs to complete the conversion funnel and increase results at the end of the year.
What is the Lead Nurturing process like?
Lead Nurturing is made up of a series of sequenced communications arranged in workflows or work flows.
Creating an effective workflow consists of three fundamental steps:
- Decide the segment of contacts to target
- Establish the main objective of each process
- Design and implement the communications sequence
The key to the success of Lead Nurturing is the personalization and contextualization of the content that we will send to our users.
It is not just about calling the user by name, but about understanding what phase of the purchase cycle they are in to offer them content that motivates them to maintain interest in us and, finally, to make a final purchase decision.
Finally, it is important to note that Lead Nurturing requires the use of Marketing Automation to streamline and improve the management of sending communications. In addition, we will need to measure and analyze the results.
In this way, we will be able to send the right content to the right person at the right time.
What are the advantages of incorporating Lead Nurturing into our digital strategy?
1. You establish contact immediately
Contacting our leads quickly is essential to build a fruitful relationship with them.
What is the point of contacting a user a week after an ebook has been downloaded? We must take advantage of high moments of interest of our users . And an example of them is, clearly, the moment in which you decide to leave your data to access content.
Take advantage of that moment to offer them content related to their needs or simply ask them about a topic that has to do with the downloaded material.
2. You maintain consistent communication
It is very important to know the position of the user in the purchase cycle . Knowing what he needs and when he needs it gives you very valuable information to choose when to contact him.
Automatic and misplaced communications are quickly perceived by the recipient and considerably lower their interest in the brand.
Choose the right time and the optimal frequency to maintain contact with your users.
3. You get more information about your users
Regardless of the point of contact (email, message on social networks, comment on a post...), you can obtain additional information about your leads that will help you further refine communication focused on their interests.
In addition, after several contacts with them, you can better understand what content attracts them the most by analyzing how they behave when you communicate with them . What content arouses the most attention in them? What answers do they give to your questions?
Do not settle for the first information that the user leaves you. This can change and you can achieve more as the trust they place in you increases.
4. It helps you segment your database
Throughout the Lead Nurturing process, the benefit is mutual . On the one hand, the user continues to cover their needs thanks to the content you offer them. And, on the other hand, the brand is obtaining more and more information that allows it to segment its leads.
For example, let's think of a new offer of interest to the user, in which it makes sense to ask for the province in which they reside. With this information, the brand will be able to launch more effective future communications taking into account the location of its users (see a course in your province).
5. You detect new business opportunities
Thanks to Lead Nurturing, you can obtain information on which leads have generated sales for you and, more importantly, what has been the process carried out to achieve them.
It is clear that not all leads are the same, but you can create patterns and actions that have worked well for you to apply to related leads.
6. It allows you to convert leads
A successful communication can be useful for the user who receives it and even useful for users that you do not have in your database .
Through the "unexpected" dissemination of this offer, you can get new users for your website, with the consequent possibility of obtaining new leads with which to start the Lead Nurturing process.
