What is Lead Nurturing?
Lead nurturing is an integral part of inbound marketing that supports both sales and marketing. By definition, lead nurturing refers to the directed efforts of a marketer to successfully convert a lead to become a buyer and then promoter by targeting and nurturing them across buyer’s journey. It is not forced marketing rather it’s important aspect of marketing that follows after lead generation. Instead, lead nurturing involves content such as blog, ebook, etc. and other communications that is relevant. In other words, you can call an effective lead nurturing as a relationship building process- where a brand tries to get the attention of their target buyers and build a personal relationships with them. You, as a brand, ahould be able to listen to their demands, complaints, problems and needs. In return, you provide information and answers that they need as it directly impact your brand image. Through this communication of educating and creating awareness, your prospective leads start engaging throughout via communications and slowly become your customers.
Why your business needs to implement lead nurturing strategies?
Research shows that 96% of your non nurtured leads that visit your website are not ready to become your customers right away. They need more resources, quick interaction, and conversations, or easy ways to communicate to make a buying decision. You cannot simply wait for your prospects to learn more about your brand by tactic and respond magically. Instead, it is on you to begin nurturing these leads with relevant contents so that they move faster within your marketing-sales funnel.
Lead nurturing workflow has four main stages that are defined and based on your leads’ purchasing cycle – Awareness, Consideration, Decision, and Retention.
The essential reason why organizations or brands should implement a proper lead nurturing strategy by completely automating key processes is that forced marketing or push sales does not work with today’s consumers. Your consumers are well-informed and their buying decision depends a lot on how they feel connected with your brand on an emotional and psychological level. Yes, lead nurturing campaign has a lot to do with being able to align with consumer empathy and tracking behaviors as well as implementing effective and robust workflow. After all, it is all about building successful brand-customer relations and maintain them long time using technology. The needs of your audience are continuously changing, and it’s your job to adapt to these changes and produce solution. Aritic helps you stay ahead of the curve by designing a successful lead nurturing program that's created and driven exactly in unique manner for your audience.
Implement lead nurturing across prospects' buying cycle
It's important for every company to be on top of change. It is also important to make sure to have a proactive, not reactive, approach to your content. While we can all agree that nurturing leads is an important part of content marketing, where do you begin? Is it email nurture, website nurture, or both? For every strategy, there are already varying pros and cons. Your key prospects or visitor need to know your brand or what you offer that means they need proper nurturing. In other words, lead nurturing is the art to maintain and providing the essential right message at the right time.
Your business service can have multiple developing digital touchpoints maybe– search engines, social media platform, videos, webinar, landing pages, emails, mobile, ebook or blog posts. Each of these set of touch points gives you an opportunity to interact and nurture leads by developing and sending certain right communications to answer their queries soon. To do this effectively, the primary resource that you will likely need to consider is adopting an advanced marketing automation platform like Aritic PinPoint that’s an all-in-one integrated automation suite that is ideal for nurturing your anonymous visitors to delighting your customers, and include everything in-between.
Stage 1: Awareness
Your visitors convert into leads in this stage. It’s important to keep employing various content assets, you create an awareness in your prospects, motivating them to continue accessing your contents for more details. In this phase, your leads are still looking for information which you can know studying their behaviors. Using forms, landing page, social media engagement, email drips, etc. can help you in triggering activation to the next phase.
Stage 2: Consideration
This is the second stage of a buyer’s journey where your leads are now informed about ways in which they can solve their primary problem considering you but they aren't just ready and need to get close fairly to buy. They are looking at other competitors as well to arrive at an informed decision. At this phase, your potential customers are considering all the available options. Ads and Contents like whitepapers, free eBooks, research articles, social posts, etc. can be of higher value to create a strong impact and increase engagements.
Stage 3: Decision
Your prospective buyers are now sales ready as they’re prepared to make their purchase decision. This is the phase where your marketing and sales team can use content assets like detailed competitor analysis, workbooks, industry case studies, and other data. to highlight your product or services. Help your leads to make an informed decision by telling them explicitly why you are their best bet.
Stage 4: Retention
Your nurturing activities every stage have now helped in converting leads into happy customers in their buying journey. However, your nurturing activities do not end here. This is the beginning of continued right marketing messages for retaining your trust and relationships that you’ve built over time through all the buying stages of your customers.
Design Your Lead Nurturing Program
Marketing is changing. Gone are the days of interruptive marketing actions where you’re blasting your customers with ads or messages in a single day. Instead, marketers have to think more like a service provider and less like a salesman. Today’s customer is in much control. They know what they want and when they want it. That’s why effective lead nurturing is such an important aspect for marketers today coupled with the power of marketing automation. Designing your lead nurturing strategies is an important part of any sales strategy. That means, it will help you get qualified leads into your pipeline, and it can also help increase the lifetime value of a customer. However, it’s a must to define the goals for your lead nurturing before you start designing it.
Are you trying to grow awareness about your brand, want to nurture leads, build customer loyalty, or drive sales? Aritic provides the latest technology for lead management. Reach your audience directly and often because that would allow you to always find all possible high-quality leads. Check in regularly to see what's updated and how your goals are progressing!
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