With every company stepping into the market and looking to grab as many consumers as they can, your business needs to offer something special to your existing customers and prospects to ensure they stay loyal to your brand. You need to keep them actively engaged with your brand and ensure they enjoy being served by you. That’s why lead nurturing is such an important part of a company’s lead generation strategy.
What Is Lead Nurturing?
Lead Nurturing is a process of developing a bond between the company and the prospect at every step of the sales funnel. Lead nurturing bridges the gap between the seller and buyer through marketing and communication tactics in a way that it focuses on listening to the needs of both the existing and prospective buyers and answering their queries too.
How Does Lead Nurturing Work?
Lead nurturing involves engaging newly generated leads throughout the sales funnel until they are ready to make the purchasing decision. To do this, marketing and sales are strategically used together to identify how and when each buyer and prospect needs to be addressed, allowing you to start a relevant conversation to engage them. In this marketing driven economy, lead nurturing systems can play a key role in boosting consumer outlook toward a brand and give them favourability over the competition.
Well, now that you know the basics, let’s get started with our list of the 5 lead nurturing strategies that you should be using in 2020.
5 Lead Nurturing Strategies You Need To Use
Before we get started, here’s a disclaimer - it must be kept in mind that lead nurturing strategies are not one-size-fits-all. Meaning, the strategies that work for one company will not necessarily work for your brand.
To get the right strategies in place, you’ll need to try them all out and work out which ones work for you and which ones don’t.
With that in mind, let’s get started with 5 strategies that have so far, given incredible results to brands worldwide.
1. Know Your Buyer Persona
The core aim of having targeted content is that it consistently and strategically nurtures your leads in a way that it significantly improves the outcomes of your inbound marketing strategy. To do this, your company needs to have a defined set of steps, starting from knowing the personas of the buyer before using the content to creating an assortment of the targeted content and furthermore, having a marketing automation platform that has the calibre to help your company identify, segregate and target your different buyer personas in the process of improving the inbound marketing strategy.
2. Multi-Funneled Lead Nurturing
Earlier, lead nurturing tactics included a simple drip email campaign where an automated email would be delivered to a previously defined set of people, but this isn’t how it works anymore. As a business that’s looking to create deep rooted bonds with your customers, you need to move above and beyond the drip email system. You need to create a multi-funneled lead nurturing system that involves a blend of email marketing, social media marketing, paid retargeting, direct sales reach and dynamic website content to give you a strong presence in front of your audience.
3. Continuous Lead Nurturing
According to researchers, on an average, each prospect meets with almost a sequence of 10 marketing touches throughout their buyer’s journey, right from the moment they first enter the first funnel till the moment they transition to a paying customer. Of course, this depends on the varied experiences of people with a product. An effective blend of content types like social media marketing, blogs, whitepapers etc. are what you exactly need to successfully get the most through the process.
4. Well Timed Follow-ups
Follow-ups are a must have to increase the probability of converting a lead into a customer. When a prospect is constantly kept in touch with updates on the brand, product and service, the possibility of that prospect entering the book of a loyal base increases exponentially.
5. Lead Scoring
Lead scoring is a methodology which is used to rank prospects on how likely they are to be converted into customers. Lead scoring can be done through various marketing automation platforms, by tracking cookies to better understand browsing habits or through social media events. Based on the resulting score, it is assessed whether the lead is to be followed up right away or it needs some more time to translate. Lead scoring that is based on proper engagement turns out to be one of the most powerful and impactful tactics for promoting the enrichment of revenue through lead nurturing systems.
A Final Word
That was out list. Starting with these 5 lead nurturing strategies will help you optimize your conversion funnel and get sky-high lead conversion rates.
You must understand that every existing customer and future prospect has a different take on what you bring to the table. They each need to be dealt with in their own unique ways. Creating an omni channeled approach and strategic nurturing system is vital to improving lead conversion rates.