There is a key activity to apply in our digital strategies when we apply inbound marketing, we talk about “ Lead Nurturing ”, which at the same time is supported by marketing automation.
Below we tell you how to implement this strategy and build a relationship with your potential customers to guide them towards conversion. Keep reading!
What is Lead Nurturing?
Lead Nurturing is a digital marketing tactic that focuses on building relationships with potential customers throughout their buying journey.
Instead of simply sending promotional messages, lead nurturing focuses on education and building trust in your brand , so that potential customers can make a good turkey phone number list purchasing decision. By doing this, you are creating strong relationships with your potential customers throughout the entire sales process.
Inbound Lead Nurturing
Inbound Lead Nurturing focuses on quality content to draw your potential customers into the sales funnel . This can include downloadable content such as eBooks, webinars, and case studies, as well as content on your website and social media .
Inbound Lead Nurturing can also be boosted by search engine optimization and pay-per-click advertising . In either case, the goal is to attract highly qualified leads to your website.
How to do Lead Nurturing?
With the popularity of marketing automation, this process top 8 strategies for using video in your marketing has become easier than ever. To do Lead Nurturing, you will need a marketing automation software like HubSpot or similar.
Once you start using marketing automation, you should focus on creating, experimenting, collecting data, and optimizing. Here are some tips:
Key steps to perform Lead Nurturing
1 | Define your Buyer Personas
We repeat it again, the first thing to do is to conversion rate define the ideal customer profiles and study in depth their tastes, interests and needs. What motivates them? belize lists Beyond just demographic data. Companies often have an ideal customer profile. If they haven’t defined it yet, now is the time to build your buyer persona.
2 | Understanding the purchase decision cycle
We need to know the purchasing process of our ideal customers in detail, in order to be able to determine the different
phases that a user goes through from the moment they find out about your company until they become a customer. Knowing the Flywheel is essential to understanding the behavior of your potential customers.
3 | Segmentation is essential
After defining the necessary buyer personas and the different phases they go through to become your clients, the ideal
thing is to create a matrix in which the different profiles and the different phases of the purchasing process can be crossed.
For example, contact lists, with data that helps us understand their interests in depth. This will make it possible to call
segmented groups that meet certain characteristics, and thus be able to personalize messages. Segmentation is key!
4 | Plan content for each segment and phase
Here we analyze what specific content we will send to each segment, that is, targeted at each profile and specific phase of
the purchasing decision process. A series of personalized emails must be designed for each segment, offering relevant and
valuable content for each user. These emails are scheduled and automated to accompany the customer.
If the work is well done, users often confuse these personalized emails with the personal emails of the person sending the
email, achieving greater complicity and better results, as it generates trust.
Lead Scoring
Lead scoring is a procedure that allows you to determine how close leads are to being ideal clients. This can be analyzed or concluded thanks to all the records that remain in the organization’s database, with data, interactions, and behavior of those prospects in relation to our content and digital channels.
To convey to users the benefits that the product or service offered by the company can provide them, it is vital to apply good segmentation and offer close and personalized communications, which will eventually lead to a purchase.
Lead nurturing and lead scoring encompass all automation activities and also support contextual marketing by helping us connect with customers at the right time, place or channel.
Increasing leads is important, but nurturing them is vital
After successfully implementing Inbound Marketing , the results show us a good number of important leads in our databases. There we will see all those prospects who have gone from knowing what we offer to considering it, but who continue studying the brand, analyzing how it benefits them and how convenient it is for them, since it should solve a specific problem or satisfy a particular demand.
Users are willing to pay attention or receive content conversion rate depending on the phase of the Buyers Journey they are in. In addition, with an automation tool , activities such as:
- Establish frequencies for sending communications.
- Check if we have a lead classification system that makes it possible to move these contacts from one stage to another in the process.
Support the customer service team in the final stage of purchase
The way the lead behaves in response to our communication will determine how they are segmented, which will make it
easier to establish automations. Irregularities must then be identified and changes can be easily applied.
Thanks to these automations, we can detect the ideal moment for our sales team to contact the person without it being
intrusive or annoying.
This way, the team will not waste time educating potential customers about their product or service, since the process of
educating them about the business has already been done beforehand, through digital content.
What do you think about this strategy? If you found it useful, you are now in a better position to start automating your
marketing efforts and building strong relationships with your potential customers. Start attracting the perfect customers
for your brand today! At Cebra we support you . Let’s talk!
