Lead nurturing is defined as an inbound marketing technique based on the creation of valuable relationships with our users with the aim of accompanying them throughout their buying process. With lead nurturing we seek to build relationships with users no matter what stage of the buying process they are at.
what are the benefits of lead nurturing?
- it improves the ROI of marketing campaigns because it achieves higher conversions for a lower cost and allows us to dynamise our database to obtain more sales.
- it saves resources, such as time and energy when making marketing decisions, as it automates the process .
- reduces the risk of rejection and abandonment by contacting the right users at the right time .
- allows a high level of segmentation and personalisation by identifying users' interests and pain points, and by knowing this information, you will know how to meet their needs.
- it allows you to establish immediate contact with your leads, allowing you to connect with them and discover new lead interests for the creation of more targeted content .
- engagement is reinforced, as youoffer high value proposals segmented for each type of customer, as well as increasing the positive perception that the target audience has of your brand.
what lead nurturing process should we follow?
The process consists of accompanying the leads from the moment they leave their data for the first time until we achieve their loyalty, and to achieve this conversion there are a series of steps to follow that we are going to tell you about today:
- Define your objectives. It is important that you have your SMART objectives clearly defined. That is to say, the objectives you define must be specific, measurable, applicable, relevant and temporary. Likewise, be as realistic as possible when defining them, so that you get results that contribute to your business
- Decide your audience. Lead nurturing is 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.
- Select your tools: This process must be automated, and to achieve this, there are tools such as MailChimp, an email marketing tool that will take care of sending mass mailings to a specific list of contacts.
- Optimise your acquisition funnel. At every stage of attraction and acquisition you must make the user aware of their need, if you manage to 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.
- 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.
- 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. Finally, when they are ready to buy, you can provide offers or free trials.
- Be timely: don't saturate the user with messages or leave too much time between one communication and the next 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.
- 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.
- 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 attract them with offers to get them to buy again.
Now that you know what lead nurturing is, the benefits it brings to your company and the process to apply it, you just have to get down to work and enjoy everything it brings to your business.