Lead nurturing is all about how you build a relationship between your business and your prospect. There will of course be certain business cases where it is applicable to make a quick sale to a new or existing lead. Maybe there is little decision making involved and the reason to purchase is simple and instant.
However, most of us live in the business world where we need to spend more time in convincing our target market about the features and benefits of our products/services, but moreover, about why they should choose our company over the competition.
This is where lead nurturing plays a crucial role.
Here are our top tips in the lead nurturing process:
1. Build and analyse your leads. This goes beyond the basic demographics. Data collection from leads who have expressed an initial interest will be critical in deciding how you target and nurture them. Some leads may have arrived at your website with little or no knowledge about your business, while others may know a lot more but still need advice. Some leads may have several enquiries but are much ‘warmer’ as a lead in order to convert to a sale. Your job is to capture as much detail as possible, through progressive information gathering. Using these data you can then build different profiles and personas, and segment them accordingly, so that you can optimise your various nurture communications.
2. Be information ready. This means that as your lead generation campaign starts building new prospects, as well as including your existing leads, you need to have the answers in place to deal with any enquiries. Leads will go on a fact finding mission until they are satisfied they are ready to purchase. So ensure all touch points are equipped to deal with their requirements and respond as soon as possible. That means online, in print, via text, by email, on the phone and in person. An audit check across all information points is great way to ensure that no prospects are lost because they could not find your product details they were looking for.
3. Build the relationship. The word nurture means to promote, develop, encourage and support. All these are totally in line with how you should be treating your prospects so that they feel a sense of trust and confidence with your brand. What you tell them is important. How you tell them is just as important. Whether interaction occurs on the phone or online, be mindful that you are representing the brand and consider this as an opportunity to progress the prospect towards the sales ready status. Ask yourself following any interaction, whether your customer is totally satisfied with the response you have provided.
4. Multimedia content. Leads will go in search of what they need via all types of media so you have to have all the possibilities covered. Content is king as we all know, so make sure yours stands out among all the other ‘noise’ fighting for attention. Think of original ways to promote and convey your message. Use social media as appropriate for your brand, be creative with video if applicable and be authoritative with blogs and articles. Content should deliver unique, valuable information as well as reflect on the brand position of your company. Make your prospects believe that you are the right choice for them because you have communicated in the right way to them.
5. Monitor and target. To be totally effective and use your resources efficiently, stay close to how your prospects are responding to the nurture process. You will then be able to identify those who are reacting well and spend time focusing efforts on encouraging those who seem most likely to become ‘sales ready’. This will mean keeping your prospect database or CRM system up-to-date at all times and knowing when to make contact, with the appropriate message to the selected type of prospect. Marketing automation is a great way of sending a series of messages which can trigger different responses and help you funnel and filter your leads. However, you choose to ‘progress’ your leads, make sure your sales team are primed and ready when the final time comes to convert to a sale.