By definition, lead nurturing involves building meaningful relationships with your target customers regardless of where they are in the buying process. Even if some of these potential customers aren’t currently planning to purchase your products or services, the right approach to lead nurturing will place your business at the forefront of their minds the next time they have a need for them. Building these kinds of relationships and the ability to adapt to different sales leads’ priorities is not an easy undertake, but the effort will pay off!
How Lead Nurturing Makes a Difference
The primary goal of lead nurturing is to build credibility and trust among your potential as well as current customers. Learning and applying the proven techniques of this process will help you convert a much higher percentage of your sales leads into satisfied and repeat customers. One of the most common mistakes is the belief that lead generation and lead nurturing are the same. Lead generation is a preliminary step as far as vetting target customers who are likely to be interested in your products or services. Lead nurturing is a second, and more complex step that entails keeping up communication with those potential buyers.
When it comes to lead nurturing with hot sales leads, your marketing messages need to emphasize that your business exists and that your products or services are superior to your direct competition. Those same promotional messages need to remind your sales leads that your products or services will solve a specific problem and make their work more productive. The main challenge is to strike a balance between consistent and excessive online promotional efforts.
Lead Nurturing Done Right
To avoid giving the impression of using aggressive sales techniques, it’s essential to determine where each of your warm-to-hot sales leads is placed in the purchase process. This step involves spending time tracking what matters most to them, often through their social media postings, and then communicating the right message to them at the right time. A few questions you should ask yourself about each lead can include:
- Have they just now heard of your products or services?
- Have they examined and compared your product features to those of your competitors?
- How many recent visits have they made to your business’s website and social media pages?
A best practice to find out such information about each lead is to send out general questions that could reveal answers about common problems that your products are designed to solve. One of the most popular ways to engage in lead nurturing online is to know the ins and outs of email marketing. Despite the growth and popularity of social media marketing, email opt-in newsletters are still some of the most powerful tools available when it comes to lead generation. Once your best sales leads have opted in and given you permission to send your marketing materials to their inboxes, the next thing to focus on is the content and timing of those emailed newsletters.
Lead nurturing is an established marketing endeavor, but it now has a new set of approaches thanks to various forms of digital media promotion. Using the recommended approaches to this endeavor will give your business aboost in credibility that will keep your target customers coming back as well as recommending your products or services to their online circles of friends. When you utilize the right approach to lead nurturing, you will give your target customers good reasons to subscribe to your email newsletter and consider your business for their purchase choices when they find a need to use your products or services.
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