Currently, companies resort to Marketing to increase the volume of profits and sales . To achieve this goal, different Marketing techniques can be implemented, but among the most effective is Lead Nurturing.
It is a technique to automate communication with customers and potential buyers that aims to increase sales that your brand or company can achieve. All this thanks to the use of digital and traditional tools that are characterized by having a high level of effectiveness.
So if you're interested in finding out everything you need to know about Lead Nurturing , what its benefits are and how to implement it the right way, you've found the perfect article for you. Here, we'll tell you all that and much more so that your marketing strategy with Lead Nurturing is as effective as possible.
What is lead nurturing?
Lead nurturing is a Marketing concept that is linked to Inbound Marketing strategies, which represents the key phase during a sale. It is an automation technique that serves to create a sequence of communication that is sent to the contacts of a company or brand to attract new customers and retain those who have already made a purchase.
What is sought is to accompany the user during the purchase process to convert him into a customer by finalizing the sale of a product or service offered . This strategy can be applied either through digital means of communication (emails, etc.) or through a traditional channel (phone call, SMS, etc.).
In any case, it is necessary to recognize that, if you want Lead Nurturing to be successful, the best thing to do is to resort to the digital channels that have revolutionized the marketing sector. In fact, not only emails can be used, but also dynamic lists, CTAs or the new chatbots. In this sense, with a digital medium you can not only raise new contacts, but also start a potentially scalable marketing campaign.
Likewise, it is generally advisable to complement Lead Nurturing with lead scoring for greater effectiveness. Why? Lead scoring is a technique that classifies leads in the best possible way to apply an effective Lead Nurturing chain, so that communication is activated when the user meets certain previously established criteria.
Benefits of lead nurturing
The benefits gained from Lead Nurturing are many, so it should come as no surprise that it is one of the most successful Inbound Marketing techniques for companies.
With that said, we're sure you want to know what the most important perks are. We'll tell you.
Improve the ROI of your campaigns
One of the main advantages of Lead Nurturing is the possibility of improving your ROI, that is, the return on your investment. The reasons are several. On the one hand, Lead Nurturing prevents leads from being lost, which would compromise the investment made. In addition, this strategy increases the conversion rate of leads in the various stages of the buying cycle, especially in the phase closest to the purchase. In fact, those who implement the Lead Nurturing technique have seen lead conversion increase by up to 50%.
As the ratio increases, a smaller and smaller number of potential customers is needed to achieve sales targets, so the initial investment allocated to customer acquisition campaigns can also be reduced.
Improve personalization and targeting
Likewise, Lead Nurturing offers the possibility of getting in touch with the user by creating content of interest and value thanks to the personalization and segmentation of its database. That way, you'll be able to connect with your users more easily and increase the chances of making a sale. In fact, in some Marketing studies , segmentation allows you to get 50% more clicks.
We can say, then, that Lead Nutrition helps you get to know your customers better, identifying their needs, while discovering your company's strengths and weaknesses.
Reduces customer churn rate
With Lead Nurturing you will always be able to maintain direct and immediate contact with your users as soon as you collect their data. In this way, you can take advantage of the interest shown by the visitor for the brand, creating a direct link that can lead to long-term sales.
Likewise, if a considerable amount of time has passed since your customer's last purchase, you can communicate with the buyer and send them a personalized offer that piques their interest.
How does Lead Nurturing work?
The techniques implemented with Lead Nurturing are based on 3 different pillars. On the one hand, it is necessary to identify what, in the sector, is known as the customer journey , that is, the different stages that characterize the conversion of a lead into a brand customer.
On the other hand, it is fundamental to segment the database based on the elements that characterize the users, identifying the point of the sales cycle where they are. That way, you'll be able to craft a direct personalized message that grabs your target audience's attention.
Finally, you should pay special attention to the content creation phase, as it has to be personalized so that it provides adequate information and thus captures the attention of the potential buyer. The important thing is to check where the lead is in the conversion funnel, to generate content that is of value to them.
How to apply Lead Nutrition?
Now that you know what Lead Nurturing is, what its benefits are and how it works, we are sure you are wondering how to apply this strategy. Don't worry because we are going to tell you the step by step that you must follow.
First of all, it is necessary to have a database using the lead magnet technique , for example, which aims to capture the attention of users by inviting them to leave their data offering something in return.
Once your database is ready, you need to define your objectives that you will have to measure by establishing in advance what your reference KPIs will be. Likewise, it is extremely important that you define your ideal customer, discovering what their interests and buying behavior are, identifying the brand's points of interest and weaknesses.
Subsequently, you must know your customer's buying cycle. In this sense, knowing how much time passes from the first contact with the user to the purchase is essential to define the duration of the sales strategy. In fact, we have to point out that the customer's purchase funnel varies from product to product. Some may be shorter than others, especially for impulse buys.
Then, the moment comes when you must segment your database to be able to analyze your audience in depth based on the purchase cycle and user interests. At this point, we must point out that if your company sells different types of products, it is also necessary to segment the database based on purchase interest.
So that you better understand the process, let's give an example of how to segment based on the stage of the purchase funnel in which the lead is located.
If the customer is at the top of the funnel, as a brand you must create a communication strategy that aims to create greater visibility for the brand.
In the next phase, that is, in the middle of the funnel, the user is thinking about making a purchase, so he already knows your brand and what products you offer. Thus, the most convenient thing is to generate specific and valuable content to attract the attention of the potential buyer and boost sales.
The last phase is the bottom of the funnel, that is, when the customer has already purchased the product. In this case, it is best to send commercial messages, that is, selected offers and promotions to encourage another sale in the future or to promote cross-selling.
If you want to attract new leads and accompany them throughout the sales process, increasing their chances of becoming customers, Lead Nurturing is the marketing strategy you should implement.
Not only is it a technique that works in the short term, but it is also effective in the long term as it aims to build customer loyalty.
The important thing, in any case, is knowing how to define the objectives you want to achieve, analyze your database and create an automated communication strategy that adapts to the different phases of the purchase cycle.