Understand the importance of generating leads Qualifying them for your business is already a big step, but it doesn't stop there. These are just the first steps in a long journey that may or may not result in more revenue for you, and a large part of that "if" is lead nurturing.
recent data from MarketingSherpa, shows that 79% of leads do not become customers due to lack of nurturing, throwing away all the effort you put into generating them, as well as countless business opportunities.
When we talk about nurturing, the first thing that comes to mind is the act of feeding, sustaining, and providing something until it's ready for a specific moment or action. Nurturing leads is exactly that: providing your potential customer with content about the topic or product/service they've shown interest in, to encourage them to purchase. Reinforcing your brand, becoming a reference, and showing why you're the solution they're looking for to a current or future problem. Nurturing means being present, investing in the relationship with your lead, so that when the purchase decision is made, your company is the first one they think of. It's a way to qualify it.
According to Forrester ResearchLead nurturing typically increases an organization's sales volume from its existing contact base by 50%, at a cost 33% lower than acquiring new leads. It's about investing in what you already have, adding value to your brand, spending less, and selling more.
Email marketing: the way to nurture leads
Lead nurturing is based on content delivery. This delivery is done automatically, through a sequence of emails, over a period of time established by the company's strategy.
In an era of significant investment in social media, you might think that email isn't as effective, but a lead nurturing campaign is quite different from a standard email marketing campaign.
According to expert Dan Zarella, the average click-through rate jumps from 3% to 8% when emails are part of a lead nurturing campaign, and the reason is simple: the content of the message. In lead nurturing, the content is based on a topic the person has already shown interest in, so it's natural for them to want to read it and be more engaged.
Furthermore, well-planned and creatively designed lead nurturing campaigns can increase a company's sales flow by up to 50%.
Email Marketing Fundamentals for Lead Nurturing
Segmentation and personalization
The lead nurturing process begins with the questions addressed in the conversion form. It's also important to create personas, which are simply profiles of your ideal customer based on demographic research.
Segmenting your base is crucial to your nutrition strategy because it will tell you not only what type of content to send, but also in what format and frequency.
The better defined your persona is, the more targeted and assertive your content will be, and the lower the chance of error.
Time
Lead nurturing follows the same premise as content marketing: the buyer needs to go through a journey, so plan accordingly. There's no point in sending out a huge number of emails in a short space of time because the lead won't read them all, and you risk irritating them and burning an opportunity.
Before starting your nurturing flow, plan the content you'll deliver at each stage of the funnel. What will be covered in each stage, how much will be covered in each stage, and what the time interval will be between them. This way, you'll guide your lead and ensure they have a good experience with your company.
The amount of content and the timeframe can vary greatly depending on your market.
Remember that no one buys a car as easily as they buy a cell phone, just as not all leads will result in a deal even if you fill your inbox for months.
When leads go through all the stages of the nurturing process and don't respond to the campaign, it's best to separate them, analyze what went wrong, and use this information to improve future campaigns.
Make the path easier
Not all leads need to go through all the nurturing stages before making a decision. Some may be mature enough within the first few contacts, so be prepared. Include calls to action in all emails, with clear paths to making the sale or links that take them to the next stage of the funnel. This can speed up the nurturing process and achieve the expected end result.
Lead nurturing is the best way to gain market competitiveness and boost your business. Regardless of your industry or company size, lead nurturing ensures greater efficiency in any marketing strategy.
If you also believe in the power of lead nurturing and want to develop this approach in your company, but don't know how, talk to us! We're digital marketing experts.
