What is Lead Nurturing and How Is It Done?
It’s all well and good having a potential lead, but how do you turn a lead into a customer? This is what lead nurturing can help you with. Although there is no magic formula you can apply to make a conversion happen, there are several lead nurturing tactics you can use to have a better chance of converting and retaining a customer.
Lead nurturing is a part of customer relationship management and it is something that you need to be aware of and practice as part of your day-to-day.
By looking out for your leads and taking measures to please them, you stand a higher chance of converting the lead into a customer.
5 Simple Lead Nurturing Tips
Here are 5 simple ways you can practice your lead nurturing.
1. Have good, emotive, and conversational content
When you have good, personalized, value-packed campaigns that help establish an authoritative voice and invoke a response from your leads, you are more likely to convert them.
Remember that your leads are people—they are not just email addresses and web traffic. Although personalization might sound like it involves a lot of work, it really doesn’t and with the right marketing tools and strategy you can easily nail it.
2. You should have a trustworthy brand
How can you have good lead nurturing if your brand is not or does not seem trustworthy enough? You can’t.
Today, customers are savvier and more switched on when it comes to filtering out bad apples and avoiding transacting with bad companies. You can create trust by working hard to establish an authoritative voice over time and avoiding employing bad marketing tactics such as spammy email campaigns.
3. Follow up your leads in a timely manner
There are benefits to following up your leads. In fact, it is one of the best lead nurturing tactics you can use. Unfortunately, there are many organizations that fail to do this quick enough or at all. Research has shown that the majority of U.S. businesses are failing to respond to their leads in a timeframe that is most likely to convert a lead into a customer.
Automated lead nurturing, however, can eliminate a lot of the stresses associated with following up leads in a timely manner. Automated emails can be scheduled and reminders to make that all-important phone call are all you need to ensure you respond to leads in a timeframe that is most likely to convert.
4. Create personalized emails
Studies have shown that personalized emails are 6 times more likely to convert a lead into a customer. Why? Because customers want to feel valued—if they don’t, they are unlikely to transact with you.
There are all kinds of ways you can personalize your lead nurturing follow-up emails. Triggered emails are one example—when a customer downloads something from your site, an email can be sent. When a customer visits a certain page, an email can be sent. When a customer is showing signs of high engagement, an email can be sent.
These personalized emails can mean the difference between that lead clicking away from your website and clicking through to your checkout page.
5. Have a multi-channel marketing strategy
If your marketing is robust and spread across several channels, you are going to reach a wider range of people and are naturally more likely to convert. Customers click away from emails and visit their social media channels quickly and so you need to have a recognizable presence everywhere across as many channels as possible.
Every single communication and message you transmit needs to be unified in both the message and its tone and its aesthetics and design. In addition to this, ensure your marketing—especially email marketing—is optimized for mobile viewing as a smart device is the most likely place a lead will be reading your marketing materials.
Good Lead Nurturing Ties in With Good Marketing
Lead nurturing isn’t all that hard—you just need to understand who your leads are and convey a brand message, authority, and voice that is instantly recognizable, of a high quality, and invokes a response from your leads.