Lead nurturing is a marketing strategy that encourages customers to engage with an organization by sending them valuable information, offers, and updates.
While the concept of lead nurturing is not new, the use of technology to send these updates has made it more effective.
Also Read: What Are Contextual Backlinks and How to Build Them?
A lead nurturing campaign should focus on creating a sense of ownership in the customer relationship and providing enough valuable content to keep them engaged.
It also includes personalizing communications and creating an environment where customers feel welcome and comfortable.
How lead nurturing works for a B2B Lead Generation
As we know, Lead nurturing is a process that uses automated marketing emails and targeted content to help potential customers move through the buying process.
The idea is to provide useful information and helpful resources so that when they are ready to buy, they will think of your company first. It can also be used to target any stage of the buying process, from early awareness all the way through to post-purchase support.
- B2b lead generation is a process where the involvement of the salesperson will be much more compared with the B2C lead generation model.
- Lead nurturing mainly creates a personal touch between the salesperson and the prospect that enables the free flow of communication between them.
- Lead nurturing creates a more personal connection with potential and current customers, which builds trust over time.
- Lead nurturing helps businesses learn more about their customers, what they want, and how they like to be communicated with.
The benefits of lead nurturing
Nurtured leads are more likely to convert to customers: A study by the Aberdeen Group found that companies that nurture their leads see a 53% increase in sales opportunities, as compared to those that do not. Nurtured leads are also twice as likely to be qualified as sales leads.
- Nurtured leads cost less to close: Nurtured leads cost half as much to close as non-nurtured leads, according to MarketingSherpa.
- Increased lead conversion rates: Nurtured leads are 50% more likely to convert than non-nurtured leads.
- More sales opportunities: Nurtured leads produce a 7% increase in sales opportunities, compared to non-nurtured leads.
- Higher customer lifetime value: Nurtured leads generate 24% more revenue over a two-year period than non-nurtured leads.
Examples of lead nurturing
Lead nurturing is the process of developing a relationship with a potential customer who has shown some level of interest in your product or service.
By providing valuable content and building a relationship with the potential customer, you can eventually convert them into a paying customer.
This can be done through a variety of methods, such as
Email drip campaigns
Email drip campaigns are a series of automated emails that are sent to a contact list over a period of time. The emails are designed to warm up the leads, educate them about your product or service, and eventually convert them into customers. Email drip campaigns can be used to nurture leads that are in different stages of the buying process, and they can be customized based on the contact’s interests and engagement levels.
Personalized, targeted emails.
This can be done through personalized, targeted emails that use complex academic jargon. By writing informative and engaging content, you can keep potential customers engaged with your brand and encourage them to buy from you.
Social media outreach
This interaction can take many forms, such as social media outreach, email marketing, or telemarketing. The main goal of lead nurturing is to create a sales pipeline that steadily produces qualified leads, which eventually convert into customers.
One way to achieve this goal is through social media outreach.
Targeted ads
Targeted ads for lead nurturing are advertisements that are specifically designed to appeal to potential customers who have already expressed an interest in your product or service. These ads can be used to keep track of potential leads and nurture them until they are ready to make a purchase. By using targeted ads, you can ensure that your potential customers are seeing the most relevant information and are more likely to convert into paying customers.
Blog posts and content marketing
Blog posts are a valuable content marketing tool for lead nurturing because they can help to build relationships with potential customers. By providing valuable content that is relevant to their interests, businesses can help potential customers learn more about their products or services and how they can solve their problems. In addition, blog posts can also be used to introduce potential customers to the company’s team of experts, which can help to build trust and credibility.
Retargeting ads
Retargeting ads are used to target individuals who have interacted with your company in some way, such as visiting your website or signing up for a newsletter, with specific ads designed to encourage them to return and complete a desired action, such as making a purchase. Retargeting is often used in lead nurturing campaigns, which aim to convert leads into customers by providing them with relevant content and offers that guide them through the buying process.
Summary
In conclusion, lead nurturing is a process that will help to increase the chances of converting leads into customers. By providing targeted content, businesses can increase their chances of getting potential customers interested in their product or service. In order to be successful, it is important to have a lead nurturing strategy in place and to continuously improve it over time.
