Since the market is becoming more and more volatile, the importance of customers is rising continuously. They are constantly looking for offers that mold to their needs to the best possible. So, consumers try out various communication channels to get in touch with companies long before becoming leads.
What is Lead Nurturing?
To nurture means to grow and take care of something. Meaning that this process refers to all the techniques the serve to develop relationships with potential clients., until they are ready to be engaged by the sales team. From all of those requesting additional information about a product or a service, at least halt of them are not ready to buy. Therefore, constant non-invasive interaction is almost compulsory.
When can we use it?
This process is put into practice when a company does not possess enough information about a lead, but want to start interacting. So, in order to qualify a lead, marketing expert try different types of content to trigger a reaction from potential clients. The purpose is not only to understand their intention, but to increase the click-trough rate. Thus the needs of clients are established in order to set common goals.
What should be avoided in Lead Nurturing campaigns
Lead Nurturing does not mean you have to bombard your clients with standard offers. If you do that, you won’t be able to capitalize the behavior of customers., their activity or their preferences. In the event customers are becoming more aware about their role in the evolution of the market, they claim that publicity requiring their attention should be customized to the best possible and reflect their identity. Furthermore, Lead Nurturing is a way to communicate with potential clients in a least annoying manner, as it implies sharing relevant content with potential buyers, even in the absence of a buying opportunity.
Amongst the practices highly unadvisable when carrying on the nurturing process are:
- Sending monthly newsletters;
- Wearing out the database with case studies;
- Sending the same type of email to leads that are in early conversion states;
- Making random phone calls to check if clients are ready to buy;
- Contacting clients once a month just for records’ sake;
- Promoting ones own products without caring about client preferences.
These practices make potential clients irritable, which is why it is recommended to apply original communication mechanisms that emphasize the requirements of the buyers.
Why Lead Nurturing is such a big deal
Lead Nurturing is so important, that companies specialized in marketing studies compete to deliver studies and statistics to sustain their point of view. Thus, when researching about Marketing Sherpa, we’ll find out that 79% of the leads are not converted because of an ineffective work mechanism. Marketo Research tells us that Lead Nurturing generates 50% sales ready contacts, while costs are at least 33% lower. Nurtured leads spend 47% more on their purchases, as The Annuitas Group states.
To sum it up, Lead Nurturing implies you need to make available valuable and personalized content, regardless if they trigger a buying decision. Furthermore, sending a targeted campaign based on the field of activity of the client, the level of interest, or the state of conversion, as well as the discussions or the content that led to the mentioned conversion state, will deliver better results. Provide answers to the questions of your clients or sent them relevant information on how to solve a problem. Be available both online and offline and help your clients understand you are there to walk them through the problem they are facing.