How To Nurture Leads?

Leads, leads, leads. From Scranton’s garbage dump to multiple excel sheets on our computer. They’re everywhere. Leads for COVID-19 beds and oxygen supplies and leads for freelancers looking for work. The generation of leads – potential customers or prospects – is a process that takes time and a lot of effort. To build a list of prospective clients, i.e., leads does not have to be a task reserved for the largest of companies. In fact, collecting the email addresses of people who visit your website for a weekly newsletter is the simplest form of lead building. Now, what exactly is lead nurturing? Put simply, lead nurturing is the process of closely interacting with potential clients at every stage of the sales funnel. Just like you give plant water and sunlight for it to grow, you add trustful communication, understanding, and hooking elements at every stage of the funnel to keep your clients moving down the funnel till they convert to successful buyers. According to Marketo, more than a whopping 80% of all leads never end up purchasing at all! Statistically speaking, it would mean that only 2(!) out of every 10 leads you painstakingly build, bring value to your company. Talk about a waste of leads.
Lead nurturing encompasses many tactics depending on the size of your company, the target audience, the amount of focus you give to inbound/outbound strategies, and other internal factors depending on the niche. Here are 6 surefire ways to nurture your leads, no matter the size of your company.

Leverage targeted content

Your content singlehandedly decides whether your nurturing strategy is successful or not. Aim at using highly relevant, highly specific content for your leads can show incredible results. The first step to this process is creating “buyer personas”, or a profile of each of your leads based on their interests, goals, range, and marketing triggers they respond to. Once you’ve got this info down, work on creating content that APPEALS. Each lead should feel like the content is meant for them, and them only. This personalized approach helps build client relationships that last longer than others.
Pro Tip: Invest in a marketing automation platform that helps you identify and target your buyer personas and work on your strategy.

Nurture your leads on multiple channels

Working on building and nurturing your leads on just one channel is the same as not nurturing them at all. The biggest mistake many companies make is that they divert all their resources to a channel that shows the most promise momentarily, and ignore the rest. This folly can often lead to a loss of MASSIVE spending potential from channels less targeted. Work across your channels, with strategies like cross-promotion, unique content across platforms, special discounts through loyalty programs, etc. Buyer personas and marketing triggers come in handy more often than not. A few examples of multi-channel branding are through email campaigns, sales outreach, social media marketing, dynamic website content, and direct sales outreach.

Focus on multiple touches

Not every buyer goes through the same process while buying a product or service, and on average, prospects receive about 10 marketing touches from the top of the sales funnel to the bottom. The best way to keep them going to the bottom is by staying relevant and addressing questions and doubts they may have about your brand. You can also work on using a cocktail of content types like social media, blog posts, whitepapers, interactive calculators to help seal the deal from lead to client.

Follow Up

Do not assume that a single email to a lead will be enough for them to move to the bottom of the funnel. Staying in touch with the prospect through timely updates, resources, perks, rewards, and festive wishes is extremely effective. Cold calling is used as a highly promising follow-up method, with adequate info about the lead and their interest in the company.

Send personalized emails

Here is where client personas come in handy. Send highly personal emails that aren’t a bore to open. They can contain fun facts about your brand, sneak peeks into some of your latest offerings, design inspiration, loyalty rewards, and more! Every lead should feel like the email is meant for them, and them only. By now, you must have realized that creating buyer personas is the first step to any lead-nurturing strategy.

Align your sales and marketing strategies

Sales strategy – A documented plan aimed at selling your product or service to potential buyers
Marketing strategy – A businesses plan for reaching the maximum number of people and turning into customers of their products or service
When one aligns these two interrelated strategies, customer retention rates improve manifold. Sales and marketing both contribute to the number of clients that make it to the bottom of the sales funnel, and figuring out how one process impacts the other is the secret to success.
Pro Tip: Create a Sales and Marketing Service Level Agreement (SLA) This will be accountable for converting leads and nurturing them into high-spending customers.

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Dtroffle focuses on helping companies and products establish a brand. We ensure a personalized experience and use new age tools, for your new age customers. We assist association with dealing with this staggering extent of data and change into compelling advanced business.

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Dtroffle focuses on helping companies and products establish a brand. We ensure a personalized experience and use new age tools, for your new age customers. We assist you by dealing with the staggering extent of data and change into compelling advanced business.


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