Lead nurturing is an automated process where personalized and relevant content is sent to potential and new customers at every stage of the buyer journey.
When a person visits your website and shares information about themselves through a form, chatbot, email, … it becomes a qualified lead. Lead nurturing campaigns help marketers build relationships with (potential) customers from the moment they first interact with your brand to the moment they become frequent repeat customers.
Lead nurturing campaigns need personalized content because you approach each potential customer individually. By publishing content that addresses the needs and requirements of your customer database, you can help solve their problems and ultimately build long-term relationships that turn into sales.
Don’t get us wrong. Nurturing is rarely about immediate sales. It’s about building a valuable and meaningful relationship with your target audience at every stage of the customer journey.
How does it work?
Lead nurturing works because it gives (potential) customers a personalized tour of your brand and what solutions it can offer them. As a marketer, it gives you the opportunity to come across as the ideal guide to your brand, share your stories and invite them to be a part of your beautiful story. For customers who are already settled, nurturing campaigns are a reminder that they are part of the ever-growing story of your company, a new chapter with more solutions is just up for grabs. you must also know how to manage your sale funnel for your success.
Lead nurturing, what does it do?
Lead nurturing gives marketers the opportunity to build relationships that their (potential) customers really want. When website visitor shares personal information, they often deliberately choose to become a lead. They prepare for nurturing and are open to communicating with your company.
With the right content mix, adapted to the right target audience, and sent at the right time, marketers can gradually educate potential customers about their brand’s solutions and ultimately inspire them to become repeat customers.
It educates your target audience!
A marketer with the right nurturing mindset will never spam his audience with standard sales emails. An audience learns nothing from this type of communication and it certainly does not take them into the beautiful story.
Lead nurturing is all about identifying the needs of your target audience and then tailoring content to the different segmentations.
Your lead nurturing campaign content should be created so that it simultaneously entertains and informs your target audience in a personalized and relevant way. They should be excited to see your email and to interact. Just as you, as a marketer, should be excited to include them in your story.
The perfect preparation for sales
Even the best marketing can be in vain if it doesn’t result in sales. This is not about getting someone into a sales position as quickly as possible. You build an informed and interested target audience in combination with returning customers. Engaging in conversations that extend over an entire period and preferably for an indefinable period, is the intention!
If you build a trusting relationship with your target audience, chances are they will come to you when they’re ready to make a purchase. If you flood them with the typical sales mailing from the start, they will initially not want to build a relationship with your brand.
Why is use lead nurturing?
Potential customers, regulars, marketers, and salespeople all benefit from relationships built through lead nurturing campaigns. When a new lead signs up for marketing communications, it’s your chance to convince them of your capabilities and explain how your products or services can solve their problems. Every step in a nurturing campaign should be an invitation for a target audience to interact with your company.
It’s good for your target audience
Lead nurturing gives your target audience a virtual hand as you lead them through everything your brand has to offer. The clicks and actions they take outline and visualize their needs, giving the marketer the advantage of strategically sending personalized content and solutions that alleviate customer pain points.
It’s good for your brand
Every nurturing campaign is an opportunity to show your target audience who you are and how you can help them. When marketers deliver on their promise, sales and repeat customers will increase.