If you think lead nurturing is all about sending out a few emails to prospective and existing customers, then you are wrong. There’s so much more to lead nurturing than these minor tasks. Well, lead nurturing must not be done for the sake of doing. The aim of lead nurturing is to make your leads stick around and convert them into loyal customers. This means that you have to nurture your leads in the best possible way. You need to provide them right and relevant information at each step to build their trust. Here, we will tell you the best lead nurturing tips that can help you to boost your sales in 2022.
What Is Lead Nurturing?
Lead nurturing is engaging the target audience, building their interest and trust, and giving them relevant information throughout their buying journey. Lead nurturing is a way to directly influence customers and push them to decide to purchase. There are many tactics that you can use for lead nurturing such as informative content, multichannel marketing, personalization, etc.
Why Lead Nurturing to boost sales?
In this modern world, buyers have become smart and know what they want. Therefore, it is necessary to understand them and see if they are a good fit for your solution. Lead nurturing can help you to build strong and long-lasting relationships with your customers.
Lead nurturing helps to create awareness, engagement, educate and inform customers, and also build credibility. It gives a push to customers to move to the bottom of the funnel.
According to a study by Marketing Sherpa, “73% of the leads aren’t ready to make a purchase when they give you their contact information.”
When doing lead nurturing avoid being too pushy and sales-ly. As this might piss off the potential customers and they might block or restrict you from contacting them.
Best Lead Nurturing Tactics To Elevate Your Sales
If you will search on the internet, you will find many lead nurturing methods and tactics. But it is important to understand that not every tactic is fit for your business and will work for you. Every business’s structure and way of processing is unique and different. You have to look and find out ways that can help you to nurture leads better. Below we have given some of the best lead nurturing tactics that you can try out.
1. Understand Your Target Customer
As you know all the effective marketing strategies begin with gaining an understanding of the customers. Similarly, for lead nurturing, you must have a thorough understanding of your target customers.
Creating an ideal customer profile will help you to qualify prospects early on and connect with them. Just imagine if you know what a customer wants and needs then, you’ll be better able to guide them. Understanding and nurturing your prospects is a powerful way to convert them into long-term customers.
2. Robust Content Strategy
For planning a lead nurturing strategy you must map out the buyer’s journey. You should look into the buyer’s journey and create relevant content according to each stage of it. This will help you to provide the right information at the right time to the prospective buyers.
Let us discuss the various forms of content that you can create for the prospects at different stages of the funnel.
- Top of funnel leads: These are the prospects that are at the initial or awareness stage of the buying journey. For these leads, you should create content that is interesting, informative, and educative. Blogs, articles, videos, images, infographics, and buying guides are examples of content forms that you can create for the leads at this stage.
- Middle of funnel leads: These are the leads that are in the consideration phase. You need to make them believe that you are the best in the market. You can create content such as landing pages, case studies, whitepapers, ebooks and conduct webinars for the prospects at this stage.
- Bottom of funnel leads: For the bottom of funnel leads, you have to guide them towards becoming customers and how it will be beneficial for them. For this stage, you can publish testimonials, FAQs, free trial sign-ups and give demos, etc.
3. Use Multichannel Marketing
Multichannel marketing can help you to better carry out a lead nurturing campaign. There are many marketing tools that you can utilize for multi-channel lead nurturing. Today, the customers are active on various platforms and they don’t get influenced easily. To make an impact and lead them to purchase effective multichannel marketing can help.
You can use a combination of various channels such as social media, email marketing, paid ads, direct sales outreach, etc. Most often when so many marketing channels are being used it might get confusing for B2B Marketers. Therefore, sales and marketing teams need to stay aligned and work together.
4. Reach Out to Prospects Multiple Times
According to research, “An average of ten marketing touches are sent to a prospect before they turn into a customer.” By now you know that each buyer’s journey is different and so they need to be nurtured differently and accordingly. Not only this, you need to reach out to them frequently and remind them of your business.
Don’t use the same channel repeatedly to reach out to prospective customers. For example, sending 3-4 emails in a week. This might irritate them and they can block you that you don’t want. You must use different channels to interact with potential customers like social media, blogs, emails and paid advertising, etc. Ensure to give them relevant information and build their trust in your brand.
5. Automated Marketing Campaigns
Once your content for different stages of buying journey is ready, you can move to the next step. You can set up automated marketing campaigns that can help in your lead nurturing strategy. Using marketing automation tools and software can help you to deliver targeted messages at the right time to the prospects.
Marketing automation tools analyze the prospect’s activities, engagement, and score and based on that send messages and emails to them. This means you don’t need to track the leads manually and deliver messages. These automation softwares are built in a way that when a prospect does a specific action, it automatically sends them relevant content that redirects to a landing page or a fill-out form.
The Bottom Line
It is a known fact that a lead doesn’t immediately become a customer. So, what you can do to push them ahead in the sales funnel? Lead nurturing is a quick and easiest way to convert leads into customers. Lead nurturing is a slow process and won’t give you results instantly. It takes time, effort and consistency to build prospects’ trust and get them on the other side of the funnel. However, all the work that you put out in lead nurturing is worth it in the long run and gives you a higher ROI.
If you are looking to generate more high-quality leads and improve your marketing and sales funnel conversion. Then, you can reach us now at 1-855-203-8196 or email us at firstname.lastname@example.org. Our team of lead generation experts brings some of the most innovative and ROI-driven lead generation techniques to help strengthen your lead pipeline for the short and long term.