Benefits of Lead Nurturing
Written by: Jerom
Are the users who arrive to your site ready to buy in that exact moment? Maybe not yet, but maybe next week or in a month they'll be ready.
When you receive a contact or lead that has noticed your product you should maintain a high interest by that user and take advantage of that effect without letting it get cold. This is what Lead Nurturing is all about.
One of the main problems when the managing the contacts list is that it's easy to forget to manage the users' expectations and needs. Nurturing the contacts is a powerful tool of marketing automation, which takes the users to different stages in the evolution of the sales process. Sending emails with established sequences act upon people's behaviour and sends the right message at the right time.
Whatever the email marketing strategy may be, it is a big mistake to create one single campaign targeting all potential clients in your database. You should create different campaigns depending on the stage in which each user is at in the sales funnel.
This is why it is important to have a database that is organised and polished, organised by profile and interaction history. This is possible thanks to cookies. For an ecommerce it is fundamental, above all if the visitor hasn't yet made their first purchase.
Centre your communication efforts on providing answers to the needs of your potential clients by providing valuable information.
Benefits of the Nurturing Lead
Communication at the right moment
This is effective because it delivers the right message in the right context according to the preset time interval. It accelerates the decision making process by providing more decisive information that influences the decision.
Repetitive tasks are automated. This is a good way to save time and direct resources to other stages of the project.
Useful and progressive: requests additional information in each action and uses it to adapt the next messages visitors will see.
Relationships are built over time and upon value. The nurturing lead helps narrow down the link with the delivered content at just the right time. It also helps keep the company present in the user's mind.
This helps convert potential clients who are not yet qualified in new sales opportunities.
In summary: the nurturing lead guides buyers step by step throughout the entire sales funnel, it helps develop relationships and quenches the users interest until the desired conversion is achieved.
No matter what stage a user is at in the purchasing process, having a campaign containing the benefits of a nurturing lead is effective even in the anticipation of the purchasing habits of potential clients. The purpose of the nurturing lead is, in short, to maintain interest with relevant content until the user is ready to take the step of making a purchase.