Lead nurturing is the process of taking care of your leads who are not ready to buy yet. It involves strategically engaging with your prospects to offer valuable information, maintain healthy relationships, and drive them through the buyer’s journey towards making a purchase.
A successful lead nurturing program focuses its marketing and communication efforts on reinforcing relationships with buyers at every stage of the sales funnel. It includes listening to the prospects’ needs, providing the information they need to build trust, and maintaining a connection until the leads are ready to make a purchase.
Effective lead nurturing channels
Lead nurturing campaigns do not only apply to email campaigns. There are several channels you can use to help your prospects move along the buyer’s journey, including:
Email marketing: Yes, email marketing still sits at the top of the list for helping your leads along the buyer’s journey. For the prospects at the beginning of the sales funnel, send them welcome emails with the helpful blog and ebook links to educate them more about your brand. Send personalized offer emails with limited-time discounts and exclusive offers on relevant products to attract the leads who are at the bottom of the sales funnel.
Social media marketing: Networking with prospects over social media is the best way to make your brand stand out. Join the party where everyone’s at. Interact with your contacts one-on-one and cultivate relationships by liking, commenting, and messaging leads when appropriate.
Website content: Content on your website effectively guides your prospects along the buyer’s journey to become loyal customers. This involves providing them with informative blogs, landing pages, articles, and call-to-action (CTAs) that answer their common questions and point people toward your products or services.
Retargeting ads: Retargeting is the perfect tool for improving lead generation. It is beneficial when you have substantial website traffic but aren’t seeing conversion rates going up. You can keep your brand in front of the leads by serving them targeted and retargeted display ads.