Imagine a nice school of silver fish near your boat. Have you arrived yet? Now think about what you could do to see them writhe under your rod and finally bite voraciously at the hook.
In marketing terms, this means that generating leads is all well and good, but converting them into customers is even better. This is precisely the goal of lead nurturing practices, which allow you to develop your marketing relationship with your potential customers by sending them content tailored to their progress through the conversion funnel.
Here's why and how to implement an effective lead nurturing strategy.
What is lead nurturing?
Lead nurturing is the practice of converting qualified overseas chinese in usa data prospects into customers. The term could be translated as "nurturing the customer relationship" or "incubating potential customers." Yes, yes, you are the hen, they are the egg and we need a chick.
But back to business. In the marketing process, you first need to attract Internet users to generate leads and then convert them into qualified contacts. Then you need to support and nurture them until they buy the product or service.
In practice, the concept of lead nurturing defines this relational stage during which the company feeds identified prospects with specific informative content. Nurturing means pampering with a single objective in mind: helping them mature and move through the purchasing funnel, in the style of a funnel, until they make a sale.
Take a potential client by the hand Guide him towards tomorrow Give him confidence in his choice Take a potential client as a ROI
Yves D., lead nutrition expert
Who is lead nurturing for?
The lead nurturing strategy is mainly associated with longer sales cycles. That's why it is mainly used in B2B. Sales between professionals require total trust in the reliability and skills of the salesperson. The decision-making process is divided between several successive actors who must be skilfully nurtured, with the aim of making them choose your brand instead of another!
However, BtoC customers can just as easily improve their marketing and sales effectiveness through lead nurturing, especially when the purchase involves a significant budget or imposes a certain delivery time.
In these cases, the process of maturing and deciding on the potential client is a priori slow and delicate. It requires rigorous and appropriate follow-up to convince them at the end of the qualification cycle.
This essential phase prepares qualified contacts for a timely and promising transfer to sales teams.
How to set up an effective nutrition plan in lead in 3 steps?
For your lead nurturing campaign to be successful, you will need to implement a rigorous action plan to establish solid and lasting contact with your potential customers. To do this, you will need to follow three successive steps.
1. Identify qualified leads
Make sure you identify those of your potential customers who are most likely to make a purchase. These are your qualified leads, i.e. the fish that scan your bait and come irresistibly close, the broken eggshells that reveal a shy beak...
Therefore, you need to collect as much data as possible about their visits to your website or social media. From these interactions, you can deduce their type of persona, their actual level of interest in your services and/or products, and the stage they are in their purchasing process.
Why? The better you know your prospects' profile, problems and digital attitudes, the better you can personalize the content you create and send them automatically once they've made contact (subscribed to a newsletter or special offer, requested a quote, downloaded an eBook, white paper, etc.).
