Lead nurturing is an inbound marketing strategy that allows you to accompany a prospect’s maturation process step by step, until they become loyal customers. So, how do you set it up? What are the good reasons to use this technique? What steps should you follow to be truly effective? We’ll tell you all about it!
Lead nurturing: definition
Lead nurturing consists of creating, maintaining and nurturing the relationship with your potential customers using relevant content , wi India Email Lead th the aim of convincing them to buy. This technique involves managing the life cycle of your prospects, in order to make them move forward in the conversion funnel . Lead nurturing can be more or less long and aims to support your prospects in an appropriate and personalized way during the decision-making process .
Several steps to implement a lead nurturing strategy
Step 1: the marketing team ensures lead nurturing with a welcome email, sending premium content to learn more about the brand, products, sharing whitepapers, sending targeted offers in relation to their download…
Step 2: when the purchasing project is mature, the qualified contact is passed on to the sales force for conclusion.
Step 3: when the sale is made, the lead is once again entrusted to the marketing team to retain him and turn him into an ambassador for your company’s brand, products or services.
The advantages of lead nurturing
Lead nurturing allows you to immediately and quickly contact your prospect and maintain ties with him over time. And indeed, this speed of contact plays a key role in conversion, because conversion rates decrease as the date of contact moves away.
But that’s not all: thanks to lead nurturing you position yourself as a true specialist in your field, by offering premium content that effectively serves and informs the customer. You show them that you have real expertise and that they can trust you.
The objectives of lead nurturing
Inform your customers
Emails that inform your potential customers about your products, your brand and your services are essential to support your lead in their maturity cycle. They provide value, help you create a bond with your potential customer and strengthen their trust in your business. Offer them enriching information about your field of activity, explain to them why your company is positioned as an expert in its sector: give them something to get to know you better.
Engage and qualify your customers
With lead nurturing, you can send a series of emails to your prospects to involve them in your conversion funnel. The objective? Confirm their initial interest in your brand by offering them a free trial, access to a webinar or even personalized advice.
Convert your prospects into customers
Your prospect has matured: they know your brand better, they have discovered your services and your products through quality content. To convert them into customers and get them to take action, you can send them a targeted email, allowing them to maintain a dialogue with your sales team. This step must be as personalized as possible!
How to implement a lead nurturing strategy?
Define the lead maturity stage
To start, you need to know the maturity status of your prospect. Is this a new lead? From a qualified lead? From a sleeper strap?
For example, a prospect who downloads a whitepaper from your website is generally not yet ready to buy it. On the other hand, if they accept coaching or a demo, they are engaged enough for your sales team to contact them!
Define your personality
To implement an effective lead nurturing strategy, you need to define who you want to reach and what solution can solve their problem. What are the characteri ATB 目录stics of your target? What are their purchasing behaviors? What do they expect from your products/services? What level of quality will convince your potential customers to buy? By knowing your personas better, you will be able to better support them in their buying cycle.