Nowadays, every company aspires to close deals swiftly and efficiently. However, the journey from identifying potential leads to converting them into returning customers can be challenging. As per Tech Jury, 80% of new leads don’t result in a sale. This is where the art of lead nurturing comes into play. Lead nurturing strategies foster relationships with prospects and also accelerate the sales cycle. They help you connect your initial prospecting efforts with the final goal of converting leads into purchasing customers.
If you want to know more about lead nurturing and the best lead nurturing strategies, let’s dive in!
What is Lead Nurturing?
Lead nurturing is a strategy to develop relationships with potential leads, intending to guide them through the sales funnel and have them as paying customers. The sales teams are aware of the fact that not all leads are immediately ready to make a purchase decision. So, instead of rushing prospects into a sale, lead nurturing is the right path.
It focuses on providing them with relevant, valuable information and personalized interactions at various stages of their buying journey. Furthermore, it builds trust and maintains consistent engagement over time. Resultantly, when leads are ready to make a purchase, your business is the first choice on their list.
Best Lead Nurturing Strategies
Here are some of the best lead nurturing strategies you should follow to ensure you don’t miss out on any potential lead that you found at a trade show or event:
Get Active on Social Media
It’s a powerful tool, and most people spend their maximum time there. As per Smart Insights, 60% of the world’s population uses social media. So, it would be best if you also got active on social media to showcase your brand’s personality and capture potential leads. All you have to do is:
- Maintain a consistent content update schedule.
- Tailor your content to suit the specific social media platform.
- Engage in conversations with your audience.
- Analyze your data and metrics.
- Focus on gaining a proper understanding of your target audience.
- Stay attuned to current trends and shifts in your industry.
Example
For instance, imagine you run a fitness apparel company. You can use Instagram to post images and videos of satisfied customers achieving their fitness goals while wearing your products.
Consistently sharing inspiring content and responding to comments allows you to capture the attention of fitness enthusiasts. This helps nurture potential leads into loyal customers who want to be part of this fitness journey.
Make Use of Targeted Content
Another lead nurturing strategy is to make use of targeted content. This begins with the development of detailed buyer personas. Typically, the buyer persona is the fictional representation of your ideal customers. It helps you understand their pain points, preferences, and behaviors. Armed with this information, you can then shape your content to directly address their needs at every stage of the buyer’s journey.
Example
Consider your business offers financial advisory services. Your strategy may involve creating a buyer persona for a young professional seeking retirement planning advice. With this persona in mind, you can develop content such as informative blog posts, webinars, etc., catering to their financial goals and challenges. This increases your chances of nurturing leads into customers, as they perceive your brand as a valuable resource that understands and addresses their concerns.
Have One-On-One Conversations
Building a strong connection with your leads by taking the time for personalized, one-on-one interactions is among the best lead-nurturing strategies. The ideal sources for this one-on-one conversation can be live chat, phone call, or even personal interaction at your trade show booth. Such conversations with potential prospects allow you to inform them more about your services and increase your chance of sale.
Example
Let’s say you run a software company and lead downloads or subscribe to your free trial. Assessing their interest, you can assign a sales rep to reach out via live chat to offer assistance, answer questions, and provide guidance on using the software effectively. This direct and personalized interaction aids in addressing the lead’s immediate concerns and also helps in building a rapport that leads to a successful conversion.
Use Email Marketing
A total of 47% of marketers believe email marketing is among the most effective lead-nurturing tactics. It provides a direct and highly effective channel for staying engaged with your leads over time. You consistently send updates, share valuable content, and keep your brand at the top of the list of leads. Furthermore, you can make your emails personalized by considering the lead’s past interactions with your brand and developing a meaningful relationship.
Example
For instance, consider you have an online bookstore. After a lead subscribes to your newsletter, you can use email marketing to send tailored book recommendations based on the lead’s past purchases and browsing history. This will make a strong connection between your brand and the prospect; they will likely become your customers.
Align Sales and Marketing Teams
One of the most critical lead nurturing strategies is connecting your sales and marketing teams. When these two departments work harmoniously, it ensures a seamless transition for leads as they progress through the sales funnel.
Example
For example, marketing teams share detailed lead information with the sales team, such as their behavior, interests, and engagement history. Sales reps then use that information for more personalized and informed conversations with leads. This alignment enables the sales team to follow up at the right time with the right message, addressing the lead’s specific needs and concerns.
Conclusion
Lead nurturing is indeed a fantastic approach to unlock increased sales and better customer relationships. You should follow all the lead nurturing strategies to stay competitive in the ever-changing business landscape. The best tool that helps you in lead nurturing is momencio.
It helps you follow up on your leads with a link to microsite content that suits their preferences. You can also share relevant materials and resources with them and get updates on their engagement, reaching out to them at the right time. So, contact us today and have your lead nurturing solution now!
