Lead nurturing is nurturing your relationship with the consumers by connecting & engaging with them and by consistently sending them targeted, relevant & useful messages depending on their stage in the sales funnel. It helps the marketer to move the leads swiftly down through the sales funnel and converting potential leads into sales.
“Only 5 to 25 percent of your website traffic wants to do business with you and the rest are actually the researchers!”
– Reports
These are lead nurturing tactics that help you convert researchers into prospects and prospects into customers by generating the need for your product and influencing their purchase intent.
There are a number of ways you can nurture your leads depending upon the stage of customer in the sales funnel however here are 3 most productive ways of nurturing your leads:
Call
After you have received the customer’s inquiry, you can also make a call to the customer and inform them about the offer they were inquiring about. However, make sure you call them at a time that suits them. Ask it proactively as to what time suits them and follow-up with them in view of that. There are 5 basic steps of nurturing leads by calling that are:
- Build rapport with your lead
- Identify with the needs of your prospect
- Furnish them with information they want
- Generate the need for the product among the prospects by sharing its benefits
- Proactively inform them about other ongoing offers
Email Marketing
You send an automated series of emails with fresh and valuable content to the leads in the beginning and gradually convert them to sales ready leads and finally you hand these leads over to your sales team.
By sending quality content and valuable information about the consumers’ inquiry you nurture your relationship with them and build trust. Like any other forms of marketing, email marketing is also dependent on the role of content.
Remarketing
Through remarketing you can try to connect with the web users who have formerly visited your site by showing them relevant ads. So, if a consumer leaves your website without making the purchase, you can reach them again and can show them customized messages or offer in order to push them to return to your site and complete the purchase.
Based on the website you have as well as your business goals and the type of your campaign, remarketing could be used in following three ways:
- Remarketing for the display network
- Remarketing lists for search ads
- Dynamic Remarketing
Afterword
So, this is how you can nurture leads to sales ready leads through these 3 common ways. But that’s not all! Like it happens in any other part of digital marketing, you can screen your lead nurturing campaigns and scale their performance through Web Analytics. You can track how many conversions you are making from a given channel, how many leads are getting converted to sales in the end and so on. So, monitoring and measuring of the performance of various lead nurturing campaigns help you do a more resourceful lead nurturing.