Lead Generation and lead nurturing is an effective strategy to acquire a list of contacts interested in a company’s activities or products. Once collected, these contacts come to the most challenging task: convert the user’s interest into a sale. Learn more in our blog here.
Lead Nurturing, find out what it is and why your web marketing campaign should not miss it.
Today’s consumers have more and more power in purchasing choices. Companies, both large brands and small businesses, must take specific actions every day to get in touch with potential customers. In an increasingly competitive market full of promotional opportunities, consumers expect more and more personalized and multi-channel communication. Users want to be listened to, and companies want to create relationships trying as much as possible to convey trust.
This phase is defined as Lead Nurturing.
Lead Nurturing is the activity of communication carried out in all the period from the first request of contact from the user until the practical purchase. The purpose of Lead Nurturing is to dialogue with the potential customer. Providing useful information that orients him to prefer your company, your products, and your services, compared to the competition. For this reason, Lead Nurturing is an integral part of a successful marketing strategy. It represents the process of building relationships with potential customers on multiple communication channels.
To take care of the relationship with customers, it is necessary to carefully analyze their contacts, know their needs, and communicate without being intrusive, trying as much as possible to offer a solution to their problem. The goal is to transmit credibility and be the real expert, almost a trusted consultant on whom the user can rely for himself or a friend. By sharing useful information you built credibility and trust, i.e., sharing your knowledge and experience to increase its perception and reputation.
Here are all the steps to follow for your Lead Nurturing strategy:
- Get to know your audience. Analyze and segment as much as possible the list of contacts collected, trying to identify users’ interests and their needs. Create sub-categories and send them specific and targeted communications.
- Use all the channels at your disposal. Once you have captured the user’s interest through the website and the company blog. You can use numerous channels to connect and create a dialogue.
Email marketing is the most effective tool to reach your contacts personally. Building the relationship of trust that will accompany them to the sale.
There are essential aspects to consider to reach your customers. The other channels you can use, such as: the phone can either contact the user directly in the closest phase to the sale. Or use SMS marketing or WhatsApp marketing.
Use of social networks
Social networks (Facebook, Twitter, and Linkedin) allow you to send private messages to your users or respond quickly to their support request.
- Identify the steps of the purchase process. Each user has their sensitivity and decision-making process, learn how to monitor the users’ reaction.
Analyze their interaction with your messages and identify the degree of interest and participation from time to time. Programs for email marketing management, allow you to control the opening rate of emails sent and the percentage of clicks obtained on the links you have inserted in the message. Only through this analysis, you can better know your target and improve your communication.
- Define your goals. Don’t think only about sales. The keywords of the Lead Nurturing process are consistency and relevance. In this very delicate phase, the objectives to pursue are those of:
Inform the customers by making them gain confidence and resolve any doubt about the quality of the products, the experience, and the quality of services.
Increase the knowledge of the Brand by sending constant messages not strictly related to the promotion or final sale
Obtain qualified clients, that is, interested in the activities carried out by the company and firmly convinced of having found the solution to their problem
Gain confidence over time and turn contacts into promoters of your company. A user may not yet be ready to buy, but if you consider yourself a professional, you will share this knowledge with your network of friends.
Apply it in the medium to long term. Do not get discouraged and abandon this path immediately. You have to feed the contact, educate him, and win his interest until he is ready to buy.
And you, how do you dialogue with your clients? Check out our website to know more about lead generation!