What Is Lead Nurturing?
When you’re competing for customers online, every lead counts. That means every time someone gives you their contact information or interacts with your site, you need to move them through the sales funnel quickly and turn them into a paying customer.
That movement is called “lead nurturing,” and it’s one of the best ways to continually generate new customers for your business online.
B2B companies often use lead nurturing to drive sales home, and so do B2C companies that offer major purchases like cars or houses.
But lead nurturing is for every company, even the ones that thrive on quick transactions like ecommerce.
If you would like to speak with someone about the benefits of lead nurturing for your company, you can contact us online or call 888-601-5359 today to speak with one of our experts!
On this page, you’ll learn more about lead nurturing, what it is, and how you can use it to your advantage. And once you implement it in your business model, you’ll enjoy all the benefits it has to offer!
How does the lead nurturing process work?
Lead nurturing is designed to do two things: Convert leads and identify areas of improvement for your sales funnel. Both of these are essential since one gives you an actual customer and the other helps you get more customers later.
When you meet both of these objectives, you unlock huge growth potential for your business. Let’s take a look at each step of the lead nurturing process.
Your business offers an incentive to the marketplace. Anyone who takes you up on this offer—for instance, downloading content or filling out a form—indicates an interest in your company. This is followed by a thank you for responding to the call to action.
Some people who respond to a lead generation message are seriously interested in the company’s products or services. Others are just interested in free stuff. This is the stage where your business separates one category of prospects from the other.
Once a lead has been qualified, it’s time to reach out and deepen the conversation. This could be a phone call, online survey or other information-gathering communication. It could also be a process of educating the lead on solutions for his or her needs. Either way, it’s intended to motivate a purchase.
This stage begins when the prospect is ready to pull the trigger and buy. He or she may respond to a call to action during the engagement stage or reach out and begin the transaction. The end result is a new sale—and a new customer.
It sounds simple enough, but it’s not. The entire process depends on your ability to reach out with a message so compelling and relevant that the prospect goes seamlessly from one stage to the next. Keep reading to find out how to accomplish this.
Some of our client Successes
+95% case study ▸ IncreasedConversionRate by
+37% case study ▸ IncreasedLeadsGenerated by
+60% “We measure our success by how much we WOW our clients.”
Bill Craig WebFX President
How can companies generate and nurture leads?
Lead nurturing is a long process, which means everything has to go right if a lead is going to become a customer. Your particular program will be customized to your particular business and industry, but it has the best chance of success if it’s based on these fundamental steps.
Create a target customer profile
No two customers are exactly alike, but some prospects are more viable for your company than others. They may live in a particular part of the country, come from a particular background or have a particular set of personal or professional needs. Build a profile of your target customer and you’ll have a better chance of picking the right leads for your nurturing strategy.
Take a look at customers who have purchased similar products and services. How old are they? What type of work do they do? What needs were met by their purchases? Use these details to determine who would be most interested in your current offer, and keep an eye on new leads that fit that profile.
Create a communication plan
As leads go through your nurturing strategy, they need to hear a variety of messages before they advance to the next phase. The goal of these message should be twofold: 1) to assure them of the validity of your offer, and 2) to increase their motivation to purchase. Develop communications for each stage of the nurturing process that achieve both.
The buying cycle can give you clues on this. The awareness stage should include a quick intro of your business or offer, along with an invitation to learn more. The consideration stage should go deeper, offering reasons to buy the product and choose your company over others. Some leads will go straight to the buying stage. Those that don’t will need an additional incentive or assurance before they close the deal.
Adopt a CRM approach
Customer relationship management ensures companies are engaging with customers in a way that makes the customer feel valued and appreciated. Instead of hearing a boilerplate pitch about a new product, the customer hears about customized solutions and highly targeted products suited to his or her needs. Keep this idea in mind while nurturing leads.
In the early stages of nurturing, CRM looks more like segmentation, where potential leads are approached with what might interest them. As you go further into the process, these interactions can be more personalized to reflect what each individual prospect is looking for from your company. This approach will help you understand the preferences of your target market, which will increase the chances of converting more leads into customers.
When you nurture a lead, you're really building a relationship. As with any other relationship, the right move can lead to a lifetime commitment, while the wrong move could cause a permanent break. Get your lead nurturing process down so you always know what to say and when to say it.
WebFX knows how to nurture leads
At WebapgeFX, we have a full team of talented Internet marketers who know how to turn visitors to your site into qualified leads. They also know the best techniques to turn those leads into happy, paying customers. And with a steady stream of new customers, you can expect a steady stream of growth!
Contact us today to create a lead nurturing plan for your company!
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