Did you know that 80% of new leads never translate into sales and companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost? Your top-of-the-funnel leads may or may not know exactly what they want, and it’s up to you to show them while simultaneously convincing them that you have the best product for their needs. Your lead nurturing strategy needs to have a solid foundation with consistent follow-through to build a relationship and earn a sale.
So What is Lead Nurturing?
Lead nurturing is a way of building relationships with people who are currently not ready to buy your product but could be your ideal prospects. The main aim of lead nurturing is to engage a potential client with your brand right from the starting stages of the buyer’s journey so that he/she purchases your product or service when it is the time to buy.
How does Lead Nurturing provide benefits to your business?
- It guarantees your lead doesn’t forget about you because of loss of connection.
- It keeps you at the fore of their subconscious as they move through each stage of the buying process.
- It lets them know you care about their dilemma and want to help them find a solution.
- It provides further possibilities for them to convert.
- It Increases your ROI
Now that you are clear with the benefits of Lead Nurturing, how can the Lead Nurturing campaign bring success to your business?
Lead Nurturing Campaign
In a lead nurturing campaign, you send emails, or messages that urge your cold leads to take action which brings them closer to purchase. You can also use email drip campaigns to send lead nurturing emails at regular intervals.
Usually, people send 3 to 5 emails, for 60 days. However, you can change the cycle based on your needs. But, if your potential customer finds your emails, all about sales, they will simply prefer not to open and may even redirect them to spam. So, here is our article we have prepared on 8 most valuable tips for personalized email marketing.
Bottom line? The company needs to do lead nurturing so that they improve their sales. But how? The following are a few strategies of lead nurturing that makes it perfect for increasing sales.
When we create a lead, sometimes we forget to whom we are sending, as not all leads are created equally. You can segment them automatically based on company, industry, job role, and other features. Depending on whether our industrial lead is a contractor or a business owner, they can receive different content in follow up communications.
2- Lead Scoring
Not all of the leads matter to the business. With the help of lead scoring, you can ignore the leads which are not useful, and which need extra effort to follow up with. It will also help in deciding the actual potential value to the business. With this technique, you can also decide whether information on a lead should be passed over to the sales team or not.
Lead scoring helps businesses to communicate effectively and understand which leads have a higher potential for converting and ensures that time is not wasted trying to close a deal that has no value.
3- Providing Value
Everything you do should provide value to the lead, as more the value they get, the more likely they will trust you. The value you provide can be in the form of education, entertainment, or simply giving yourself as a resource if they have any questions.
In whatever form you choose to provide value, all lead nurturing communication should follow a conversion that is relevant to their needs and your offerings. So, if they download a pdf on different types of the industrial complex, your follow up messages should be about industrial complexes.
Providing value should be your absolute top priority in lead nurturing (and all marketing efforts).
4- Marketing Alignment
Use lead nurturing and scoring to align marketing efforts so that in any case, you pass your sales team lead, they won’t lose the sale. Your marketing team will use lead nurturing to push the lead toward a purchase decision – then, once the lead indicates they’d like a quote, hand them over to sales.
Automation is a major factor in lead nurturing success. If a lead converts while you’re in a meeting, asleep, or otherwise unable to take action, you know they’re taken care of.
When someone sends you an email by saying ‘Dear John’ instead of ‘Dear Customer’, it would make a greater impact, right? The email would feel more like it is sent by a relative or a friend than a company. The same happens with lead nurturing, personalization refers to the use of lead-specific data to customize the content sent to them. Any data such as their name, location, purchase history you have in your database can be used for customization.
A study by MarketingLand suggests that personalized email campaigns perform around 6 times better than non-personalized ones. You can include personalization into your lead nurturing campaign using several ways.
If you’re already familiar with workflows and marketing automation, follow these 6 tips to convert more leads to sales. If you have no experience with automation, email marketing, or workflows.
At FunnL, we provide a platform that helps to bring business intelligence to all the key executives, sales qualified meetings ( SQMs), and business development professionals in the company to make strategic decisions and help your sales team move the needle on Deals.
We’re happy to be of assistance.