Lead nurturing can be described as the process of developing relationships with buyers throughout the entire sales funnel and through every step of the buyer’s journey.
Lead nurturing focuses marketing and communication on listening to the needs of potential prospects, as well as providing information and answers your prospects need. Marketing strategies should be pinpointed to each prospect to show your interest in them and show them that you care. After all, isn’t that what the term “nurturing” is all about?
According to Marketo, 50% of leads in any system are not ready to buy yet.
This statistic points to the importance of nurturing buyer relationships with a consistent content marketing plan. You must communicate with a lead thoroughly during the entire sales process in order to build a solid relationship. If you continue to nurture your leads consistently, the ones that are not ready to buy yet will remember you when the time is right for them to buy.
Here are some of the correct ways to nurture your leads:
Lead nurturing through emailing is using a specific email that pertains to the prospects’ roles, their needs and goals, challenges they might have, or relevant news. Sending out a series, or drip-marketing, with iBoomerang Email Marketing+, is a great way to target your consumer with messages that actually pertain to them.
Here is why this matters: According to Campaigner, relevant emails drive 18 times more revenue than general, broadcast emails.
Create brochures and whitepages that provide information that is sure to stick with your client. Do not present information that provides your audience with a glorified sales pitch.
When calling a prospect, do not ask if they are ready to buy up-front. Share valuable information with your prospect that references a past conversation with them, and offer up new information that might help their decision making as well.
The take-away is this: Your marketing content should not be mass e-mailed or non-specific to the consumer. If you are lead nurturing with your marketing campaigns correctly, your leads will remember your specific marketing efforts towards them as an individual, and are more likely to reach out to you in the future.