The idea of lead nurturing is to get more details about your leads, and interact and build a relationship with them that eventually compels them to make a purchasing decision. This may sound difficult and time consuming; however, lead nurturing can be made easier with general practices and methods that do not require additional energy or effort to increase the rate of nurtured leads.
However, you will have to get involved and engage with your leads to build a relationship based on trust and credibility. This is where most brands go wrong because they are not able to balance the interaction with their potential customers and therefore are not able to increase the number of their sales. This is because consumers today have many choices at their disposal and may easily lose interest. However, we have made a list of 6 ways that are sure to improve your lead nurturing strategy:
1. Send them personalized emails
Qualified leads know that you are sending them mass emails, and that they aren’t the only recipient of whatever you are offering them in the email. But, it is still a good idea to send them an email addressing them with their name, instead of ‘dear customer’. Personalized emails have a positive impact and are more likely to please the customer enough to click on your CTA.
2. Know which content should reach which lead
You must have enough detail to know what kind of things your leads are interested in. For example, you can ask them in your form on the landing page what kind of information they want to receive, or the kind of topics which may interest them and only send them emails related to those topics.
Sending leads too many emails or emails that don’t have content of their interest may cause them to unsubscribe and you may lose the lead.
3. Connect with them
If you ask for feedback from your customers (or prospective customers), you will make them feel valuable and hence building a relationship with them will be easier. In addition, you should use social media websites to interact with new and potential leads to help build a better business-customer relationship which may result in sales.
4. Educate them
It might be that your prospective customers are not taking interest in you because they do not know your brand or do not have information of how your products or services will affect their lives. This is why you should write informative blog posts and share them with your mail list or on your social media profiles to reach the maximum number of audience and convince them to buy your products/services.
5. Offer them discount – anything ‘free’
One of the best techniques you can use to nurture leads is by offering them something of value for free in exchange of providing their personal information. Examples of free content you can offer them are:
- Free trials
6. Consider using marketing automation software
Marketing automation software have many different features and tools developed specially to make lead nurturing and demand generation easier for marketers. If you want to see how well marketing automation tools can work for your business, then you can opt for a free trial offered by CallidusCloud.