A Quick Guide To Lead Nurturing | B2B Marketing Agency – Kent
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Lead Nurturing is a form of marketing carried out via a number of different channels, with the sole purpose of nurturing the contact towards a conversion. Messages are often sent via email, social media or text and are customised for the specific prospect throughout the different stages of the buying cycle. This helps to move customers through the process, allowing communication to take place in a semi-automated manner so as to manipulate the prospect to the point that they are ready for the sale.

There are many benefits to lead nurturing and the main goal is to ensure that the online marketing process is as streamlined as possible in order to get the best results. There are a number of elements to lead nurturing that make it a success and the following are the main aspects.

As the process is automatic it makes it easy to keep in touch with the prospective customer and follow up messages can be queued up so that they are sent automatically, this ensures that the whole process is efficient and organised.

Where customers make initial contact via a contact form it is simple to get a response to them almost immediately. This means that they do not have to wait whilst their initial contact gets read and then gets passed around from department to department before reaching the right person. The simple fact is that the vendor that responds first is more often likely to get the sale. This helps to build a good relationship with the customer which can help achieve a successful deal later on. The beauty of lead nurturing is that it helps to build relationships even at a time when potential customers are not actually ready to purchase. It gives them time to learn about the company and it gives the business time to engage and answer questions with no pressure.

There is also the ability to learn about your prospects as it is possible to see what emails they open and what they decide to do which helps to give an insight into their activity and what works best for them. All of this information means that any communication made in the future can be tailored to the exact requirements of the prospective customer giving them what they want, when they need it.

With lead nurturing and the ability to relate to customers it means that the business is likely to get an increase in referrals. When lead nurturing is carried out correctly, it shows that you understand the customer’s needs and that you are credible. This means that you are trusted and respected.

Lead nurturing is not just restricted to new contacts and it is possible to use existing contacts as a way of getting more business. Informing clients of new products and services shows them how you are evolving and changing and it helps you keep in touch with some clients who may have forgotten about you.

Finally it is all about being there and communicating even when leads are not ready to make a purchase just yet. There is no need to be pushy but you always want to stay at the forefront of their thoughts and scheduled messages are a great way of getting in touch with inactive leads. Again, this is not about trying to force their hand to make a purchase but even if it is to just forward on some more information to see what else you can do can really make the difference.