Imagine you have a downloadable resource on your flashy and attractive website. Your online promotions bring visitors to your landing page. A user signs up and downloads the resource.
You sent him an engaging email offering your products/services. He again comes to your website and buys your offerings. Since you provide value along with your offerings, your customers act as your brand advocates. Promote your business on their portals and stay loyal to your brand. How easy and simple! Is it the usual case with almost all online businesses? The answer is a big NO!
Agreed, for any business, lead generation is the vital activity. However, that’s not the end; in fact, it is just the start.
According to Marketo, on average, 50% of the leads in any system are not yet ready to buy.
What all you need to do is lead nurturing so that your leads get converted into your customers and in future, they can act as your brand ambassadors.
Process of lead nurturing
Basically, lead nurturing is a four-step process.
- Attract – your targeted customers to your website
- Engage – with them and capture their attention towards your offerings
- Nurture – them and create their interest in your offerings, explain how your products and services address their pain points
- Convert – them into your customers by helping them in validating their buying decision
Let’s take you through the 4 steps to walking the buying path with your customers – a deeper insight into lead nurturing!
Build a relationship with the lead
Lead nurturing itself means building relationships. Once you get the information about your lead, start paying attention to their activity and interest on your website. The leads who are at the top of the funnel are called marketing leads and those who are near the bottom are sales leads. Once the marketing nurtures leads, they are passed on to the sales team in their CRM. To walk through their buying oath along with them, in the very first place you need to build a relationship with them. Well, it’s not that easy as it is said often. To win their trust and establish a rapport, ask questions, respond to their queries, follow them on social networks, share important information with them, and offer them FREEbies.
Educate lead based on his buyer journey stage
To close your sales cycle, first of all, you need to educate your leads. And this education should be done on the basis of his user journey stage. Education at awareness stage will not be the same as the way you educate him at other stages.
It is not easy to identify at what stage your lead is. However, it can be done by analysing their entry points to your CRM. Visit your analytics and understand which ages they have visited, to what extent they have scrolled, check their social profiles and know what they are talking about. No doubt, this exercise requires logic and analytical skills. After all, marketing is all about applying logic, isn’t it?
Nurture through emails, but not to the extent of torture
Remember two basic rules of lead nurturing – don’t email your leads on daily basis and don’t send each and every email to all your leads. Email marketing is the best lead nurturing technique, but you should not torture them by sending irrelevant emails at the irrelevant time. Rather send them personalized emails on the basis of their user journey stage. When your leads are towards the end of a sales cycle, personalized emails are extremely helpful in conversions.
Each of the email’s subject line and body content should be personalized in such a way that it provides solutions to their pain points. At the same time, it should have a human touch. One of the most common yet evergreen trends is to use their names in the subject line and body content.
In short, sending right email to the right lead at the right time results in faster conversion process than usual. And, this can be easily done with the help of CRM. We recommend InfusionSoft as one of the best automation tools to handle your lead generation, lead nurturing and conversion emails.
Repeat the process until you succeed
To convert your leads into your customers and later on brand ambassadors, this is the only tired and tested procedure. Repeat the process until you succeed and you will!
Whenever necessary, re-engage with your leads. At any stage, if you realise that they are losing interest in your emails or offerings, provide them value to create a sense of urgency. Add incentives, discounts, offers, coupons, vouchers and other Freebies to the extent you can.
Email marketing is the most effective but not the only technique of lead nurturing. At times, lead scoring also fails if it lacks enough data. If email lists and emails aren’t working well with you, reach out to them via social networks, where they roam online. Keep checking your email analytics to assess the effectiveness of your emails.
Time to start now..?
The quantity of leads does not matter in your conversion process if you don’t know their quality. Not all your leads will get converted. However, they are all equally important to you. How? Those who aren’t interested should never be ignored entirely. Those who do not buy anything from you can also refer the right person to you, provided they have a positive experience in your funnel. Lead nurturing can help you get not only customers but also brand ambassadors. So, it’s the right time to start now!
Title: Lead Nurturing: 4 Steps to walking the buying path with your customers
Meta description: The goal of lead nurturing is to help progress leads from initial interest toward buying intent. Read proven and proved steps to walking the buying path with your customers for conversions
This article is written by Raj Gautam. He is CEO & Founder of QL Tech, Located in Perth, Australia. QL Tech is one of the best agencies that offer unique Digital Marketing & Web Development Services by the virtue of its dedicated professionals. Our professionals are extremely proficient in offering Digital Marketing.