Keys to good lead nurturing

Lead nurturing is an inbound marketing technique based on the creation of valuable relationships with our users with the aim of accompanying them during their buying process. It is very important to know at what stage of the buying process they are at in order to offer them the content that will keep them interested in us and, finally, to make a final purchase decision.

what are the keys to follow to achieve a good lead nurturing?

1. define your objectives: It is important that you have your SMART objectives clearly defined, i.e. the objectives you define must be specific, measurable, applicable, relevant and temporary. Also, be as realistic as possible when defining them, in order to obtain results that really bring benefits to your business
2. decide your audience. Lead nurturing is mainly based on offering value to the user and to achieve this, you must know who you are targeting and exactly what they need. It is key that you define your buyer persona so that you know everything about this particular customer.
3. select your tools: This process must be automated, and to achieve this, there are tools such as MailChimp, an email marketing tool that will be responsible for sending mass mailings to a specific list of contacts.
4. optimise your acquisition funnel. At every stage of attraction and acquisition you must make the user aware of their need, if you can identify it, you can appear as the right one to satisfy it. Differentiate yourself from your competition by attracting users and incorporating them into your conversion funnel in the first instance, so that they get to know you.
5. offer value: Your ally will be valuable content. This process must be supported by a content strategy, with a base of resources to send in successive messages. These communications will help create a relationship with the user as they perceive that we are able to understand their needs and that we can meet them.
6. tailor content to the Buyer Journey: The customer journey has different stages from the moment they recognise they have a need until they become a customer. At the beginning the user is not sure what they want, so they will be looking for more general content. As they progress along their journey, you can present the brand in a more specific way through content such as testimonials or interviews .
7. be timely: don't saturate the user with messages or leave too much time between one communication and another because the lead can either get bored or get cold. We recommend that your messages include all the necessary information in a concise and to the point manner.
8. coordinate with sales: If you have carried out a good lead nurturing process, the time will come when the lead is ready to talk to your sales team and pay attention to the offers you have for them. For this, it is important that both the marketing and sales teams work hand in hand and agree on how and when to pass the lead from one department to the other.
9. loyalty: Once your lead has become a customer, another process begins. Communication should not end once you have closed the sale. On the contrary, after the conversion the customer enters an automated communication flow where you offer after-sales services, reinforce your brand values and entice them with offers to get them to buy again.

Benefits of lead nurturing

• Improves the ROI of marketing campaigns by achieving higher conversions for a lower cost and allows you to dynamise your database to obtain more sales.
• It converts all user information into very concrete steps to follow .
• It saves resources such as time and energy in marketing decision making, as it automates the process .
• Reduces the risk of rejection and abandonment by contacting the right users at the right time .
• Allows you to transparently observe the marketing process and optimise workflows to know what is happening at any given moment .
• Allows a high level of segmentation and personalisation, as it identifies users' interests and pain points. Knowing this information, you will know how to meet their needs.
• It allows you to establish immediate contact with your leads, which allows you to connect with them.
• Discover new interests of leads for the creation of more targeted content .
• Boosts the closing of the sale and, in turn, allows you to get more customers and build customer loyalty .
• Itreinforces engagement, as it offers high-value proposals segmented for each type of customer and increases the positive perception that the target audience has of our brand.

Now that you know exactly what lead nurturing is and the keys to apply it in your company, you just have to get down to work and enjoy everything it will bring to your business.