Inbound marketing has to constantly reinvent itself in order to survive, and it does so by creating new concepts that help to optimise marketing strategies. Have you heard of inbound lead nurturing and are not sure what it consists of? In this post we explain what inbound lead nurturing is, we tell you what the process is like step by step and we will tell you all the advantages it has. Keep reading!
Lead nurturing, as its name suggests, is a technique within inbound marketing that is based on creating valuable relationships with our users with a clear objective: to accompany them during their buying process and ensure those sales. In short: a technique that accompanies the leads during their buying process to ensure the sale. Once we understand that lead nurturing is the link between marketing and sales, we will explain what the process consists of.
The lead nurturing process consists of sending a large number of personalised communications at certain times, so it would be crazy for a person to do it, these are processes that must be automated to make sense. For this there are many marketing tools, one example is Hubspot itself. Here is a list of ideas for lead nurturing tools:
It is not enough to be constant and send content to users, you must also ensure that this content is of value, this way you will create a relationship with the user and they will not feel like one of the many users to whom you send the same message. You can achieve this by simply adding the user's name, it will give an impression of closeness. We must also adapt this content to the phase in which the customer is, users go through different phases from when they encounter your brand until they become a customer. You will not send the same message to a user who does not know what they want and does not know if your brand can offer it as to a user who is clear that they will bet on your brand but has not yet done so.
There is no big cost or difficulty to implement this type of method, you can simply use any automation tool such as hubspot and it will send the messages for you at the right time.
These messages and the follow-up that is done to the lead, manages to form a bond between customer and brand that strengthens the relationship between the two and makes the lead see the company as more humanised.
Thanks to this communication with the lead, you will be able to acquire new data about him/her that will help you to segment him/her, that is to say, by simply knowing his/her sex, you can already segment, if, for example, you know the place where he/she lives, it would be very valuable information when segmenting as it will help you in future campaigns to know which leads to send certain information to. If for example you have an events company, and you know that a person has gone to a certain event in Barcelona but has had to travel from Valencia, if later there is a new event in Valencia, you can send him/her this information, which can end up in a sale.
Now that you know what lead nurturing is, how to follow its process and the great advantages it brings to your business strategy, you have to start right now with this new and effective inbound marketing technique.