The relationship that exists between you and your customers is ever-changing. Today, it takes more time for a customer to purchase what was needed in the past. The process includes things like self-education and the need to build trust within the company the customer wants to buy from. To successfully navigate these complex movements and challenges, you need a complex and ever-evolving lead-nurturing plan.
Lead nurturing refers to developing relationships with your buyers at each stage of your sales funnel and through the entire buying journey. Developing collaboration between sales, communication, and marketing is necessary to focus on getting to know your customer’s needs and providing information to populate the database.
Before setting up a lead-nurturing structure, it is necessary to consider your qualitative goals. For example, you need to determine what type of business outcomes you want to see by tracking your lead nurturing efforts. There are a few goals to consider:
- Turn inactive leads into active leads
- Engage personalized conversations with a buyer
- Convert sales inquiries to qualified prospects as time passes
- Build trust and educate with current leads
- Remain in touch with current leads so they know they can depend on your business when needed
- Increase your sales productivity by distributing sales-only leads
Make sure to set qualitative goals. This will let your team discuss things like segmentation, frequency, timing, and strategy.
When you create your lead-nurturing phases, consider how your strategy fits into other marketing communications that are sent. Approximately 50% of all leads in a system are not ready to buy. However, if your company gets lead nurturing right, you can generate 50% more sales-ready leads at a reduced cost.
To strategize your lead-nurturing plan, look at your whole marketing calendar to figure out what other communications your leads have received. Are all the interactions working together, or are they overstimulating? You need to deliver relevant and coordinated customer experiences across all the channels used by buyers.
It would help if you created relevant communication. For example, who is your audience? What do they want and when? If you do not know the answers to these questions, now is the time to ask. Ask for input from customers through analysis or survey, or get social media involved and host a live Q&A session to get the answers you want. Once complete, you can categorize your leads based on their needs, position in the buying funnel, and more.
It is a good idea to create a marketing calendar that includes all your campaigns in a single location. This lets you know the precise nurture emails and campaigns you are sending in a week.
Are You Ready to Improve Your Lead Nurturing Process?
When it comes to lead nurturing, there are more than a few factors to consider. Be sure to keep the tips and information here in mind to enjoy the best possible results. Sometimes, working with professionals will help with this.