75% of all prospects will not be ready to buy upon your initial contact. That is an interesting fact and why lead nurturing is such an important factor in today for every business owner. For those of you, who are not familiar with Lead Nurturing, welcome to my world. It is a term many people have heard this term before but I never took the time to look into it. After curiosity gets the best of them, they decide to research the concept. I would like to help deliver all the knowledge you need on the subject of lead nurturing.
Lead nurturing is the process of providing relevant educational content that helps build brand and product preference long before your prospects are ready to buy. If this definition sounds confusing I felt the same way until I found the best way to understand it. Lead nurturing is basically the “courtship before marriage”. After hearing this it made way more sense to me. With lead nurturing a brand spends time establishing a relationship with the prospect, building trust through delivering relevant information and keeping the brand relevant in the prospect mind. This is important because you want to trust who you are doing business with.
There is a lot of information on how to structure a brand’s lead nurturing solution. One method has 12 steps that are included when a brand does this, another has 3 main steps. The number of steps and what is delivered during the lead nurturing process is part of the deep dive our strategy team does with every new client. While the methods may chance a well-organized lead nurturing program should include:
- Trustworthy & Transparent – Only with trust will buyers let your communications pass their filters and enter their lives. It is important for a prospect to believe the information is relevant and not trying to sell them. You are NOT trying to sell them, you are trying to build a trustworthy relationship through lead nurturing.
- Relevant– Relevance means knowing the your audience and what they want from your communications. We like to send restaurant owners tips to keeps their social channels strong with engagement.
- Multi-Channel– A typical buyer moves quickly from email, to social media, to your website and then back to social media, in the blink of an eye. Marketers not only need to prepare their lead nurturing strategy for multi-channel engagement, but also consider the device a buyer uses to access these channels for the best optimized and personal experience.
- Strategic and Impactful– A strategic and impactful lead nurturing program will be measurable, so you will know the value of your marketing tactics and their impact on the organizations’ ROI.
While these tips are not the only pieces to a strong lead nurturing program they do outline the basics. Please let us know what you are doing to nurture leads. We are always here to help.