Prospects Blossom into Sales with Lead Nurturing
Your leads do a lot of thinking when it comes to making purchase decisions. They may not be ready to make a purchase when they first engage with your company, but they do want to learn more about who you are and what you have to offer. Lead nurturing gives you a way to build your relationship with leads via targeted communication that is highly relevant and customized to customer needs.
Your leads begin by exploring solutions for problems and researching brands. They won’t respond well to a hard sell approach at this stage of the game, since they have not reached the point of choosing specific products or services. Lead nurturing is an unobtrusive method of bonding with your lead. Instead of immediately recommending your product or service, you help them gain a better understanding of a given problem and its potential solutions. The leads get repeated exposure to your brand during this time, and your products are on their mind when they finally do reach the purchase step of their journey.
Focus your sales efforts on ideal buyers and not every person showing an interest in your products and services. Some leads will be a bad fit for your company and won’t provide the lifetime value you’re looking for. Others might have issues that you can’t solve. Qualification through nurturing helps you better identify viable leads and pinpoint your top prospects. One way to develop qualified leads is to determine how well they fit in with your established buyer personas.
Your contact with leads must include building brand awareness while avoiding too much communication. You don’t want to leave leads with a spammy impression of your company by bombarding them with emails, since that’s an easy way to send them to a competitor. The customer experience starts from the first time a lead engages with your content or brand.
The nurturing content you create supports sales efforts by educating leads and addressing pre-sales questions before they’re asked. In return, you get well-informed prospects who understand their solution options and how your products and services can help. You spend less time answering frequently asked questions because the information is already published, and you can use feedback to gain additional insight into personal needs that you can use to personalize content. The increased relevancy in your messages helps you to cut through competitor noise and close the sale.
Lead nurturing helps you sell smarter and focus your efforts where they belong. By building solid relationships early on in the sales funnel, you gain the relevancy and trust you need to stand out in a crowded market.