For business owners who really want to connect with customers, lead nurturing is a successful marketing process that can begin as soon as a potential buyer first makes contact. This technique can be used as part of an effective marketing strategy, which will build trusting relationships between the business and buyers using relevant and innovative communication methods to engage customers and entice potential sales. This article will look at five of the most effective lead nurturing techniques that can be used to increase sales and gain an advantage over competitors.
5 Effective lead nurturing techniques
1) Personalise email messages
One of the first effective lead nurturing techniques is personalising email messages. Sending educational content to customers is still an effective method to nurture potential leads. Research shows that 74% of consumers prefer to receive commercial communications via email and 66% move through the buyer journey and make a purchase online as a result of email marketing. To make email even more effective, it’s important to make messages personalised and use this as a starting point for further communication. You can obtain email information when a customer engages in certain activities, such as downloading something from the company’s website or if they visit several of the pages or sign up to a mailing list. It’s also useful to think beyond email and into other areas of marketing automation too, including social media and direct sales outreach.
2) Target the content
Effective targeting of content for customers can produce much better results, as this technique is about delivering the content they want at a time when they need it. It is important to understand potential customers through their interests and goals, in order to determine what it is they actually need, so that content to match these requirements can be created.
3) Follow up quickly
Following up with potential leads is critical to the nurturing process. Respond as soon as a customer has made contact and the likelihood is much greater for securing a sale. Sales personnel who take their time, or don’t bother to follow up at all, will discover that the potential customer has likely decided to look elsewhere, or that they’ve changed their mind about their need for the item or service offered.
4) Align marketing and sales
As potential buyers go through the journey towards making their purchase, it’s very important that the transition from the marketing team to the sales team is as flawless and as fluid as possible, so strategies should be in place to ensure both teams are accountable to each other to convert potential buyers into paying customers.
5) Lead scoring
Lead scoring gives a numeric value to customer behaviours like using social media or browsing websites. The results are then ranked to show which behaviours are leads that need to be followed up immediately through direct contact with the customer, or leads that can be followed up further along the customer journey by a sales representative.
In summary, lead nurturing is about educating customers – informing them about how the services or products offered can meet their needs. It’s also about building a solid reputation, being credible and straightforward and holding the customer’s interest. The sales and marketing teams are instrumental and need to work together effectively in order to contribute to the business. Although this sounds like a great deal of effort, it is paramount to continued growth and success in an ever-demanding competitive market. Chat to us, if you’d like to discuss some effective lead nurturing techniques that we can put in place for your business.