“Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need,” explains Marketo.
With almost 50% of leads (in any system) not ready to buy, it has become increasingly important to ensure our lead nurturing skills are sharp and targeted to prevent any more fall-outs.
To help you out with these, here are 5 great tips to nurture your leads in the most effective ways:
Target through right content:
A report by Forrester claimed that 33% of marketers faced an issue with “targeted delivery of content” as one of their biggest challenges when it came to lead nurturing. This refers to ‘not being able to fit the right content at the right place for the right audience’.
With curated content, it is possible to influence your leads and therefore, also nurture them. Although it may seem easy, a lot of in-depth research is required to pull out this one smoothly and maximize advantage.
Use social media:
Well, just like some things are too obvious and hence are overlooked, social media for lead nurturing is also one of them. This method is simple, effective and saves time. However, with social media, it is very important to know where to draw the lines so you’re not too persuasive. Reach out to your leads, connect and discuss and before you know it, lead nurturing will work its magic into the picture.
Don’t keep them waiting:
Probably one of the worst things to do, this one kills leads quicker than anything else! As soon as you get a query, a revert, an update or just about anything from a lead, make sure you respond immediately. Maybe you cannot provide them an answer right away, but at least ensure you connect and let them know that. Simply keeping them on hold or not reverting at all is the worst thing a firm can do to their incoming leads.
Keep up the conversation:
No matter which way you use to connect with your leads, it is very important to set the tone right from the start. Make sure you build up a conversation, keep in touch and over-time your leads will feel valued and also foresee the effort you’re taking for them. Here, the marketing principle of “K.I.S.S” i.e “Keep it Simple Stupid” is a great way to go. Don’t try to be someone you’re not, be helpful and kind and never be pushy – it will sabotage everything you’ve worked on so far!
Create a multi-channel nurturing strategy:
No two leads are the same so why should the strategy for nurturing them be anything alike? What may work for one may go in the exact opposite direction for someone else. To make sure nobody is left out and your efforts are channeled successfully; develop a strategy across multiple channels like email, social media, blogs, newsletters etc. to nurture your leads.
With these, and several others that you may pick along the way, work efficiently to develop a strategy that is effective, precise and helpful for you as well as to the person out there. Over time, it is also important to measure results and work on altering and eliminating some aspects, as needed.