And what does it consist of?
Lead Nurturing is known as the process by which we build relationships with our contacts, thanks to content that is relevant to them. In our case, every time we think of this concept, we imagine that our company is the mother who nurtures her child to see it grow. You get the analogy, right?
While our ultimate goal is commercial, Lead Nurturing has proven to be one of the most effective strategies for getting sales opportunities. It is unlikely to get a recent subscriber to convert directly into our consumer. If they do, it is very likely that we are not the inciters of the purchase, but one of our most loyal customers: one of our brand promoters acting as an influencer. And in the latter case, Lead Nurturing is also useful.
How do we do Lead Nurturing?
Lead Nurturing involves educating our contacts to build the necessary trust that will make them interested in our products and/or services. So they will think about our brand when they advance in their life cycle as consumers, that is, when they are more prepared to make the purchase.
And the best thing is that if we join this strategy with the automation of controlled processes of email marketing, the result will boost the lead generation of our company. Because Lead Nurturing is, in short, a bridge between marketing and sales strategies. The content we use must always be of value, to educate, using Inbound Marketing tactics.
When do we do Lead Nurturing?
Traditionally, when we get a new lead (because he has subscribed to our newsletter, or because he has been interested in a content offer from a publication of our blog) we obtain information that allows us to know him. Thanks to a form and where this form is located we can find out what our contact is interested in.
This lead must be registered in a CRM that allows us to associate it with our potential customer prototype (buyer persona). A CRM will help us to know the browsing history of this consumer and decide whether his actions make him suitable for Lead Nurturing. Imagine that he has read several of our publications, that he has downloaded a couple of content offers. Don’t you think it would be a good time to include him in a Lead Nurturing workflow?
How to perform a workflow?
A Lead Nurturing workflow is a series of emails (3 to 5 maximum) that you send to a list of contacts and that depends on the actions they take.
- Determine what your objectives are with this workflow. Do you want them to ask for a consultancy or demo? Do you want them to download an ebook that will encourage them to buy? Do you want to hold a seminar or an event? Depending on your goal, you will create a succession of emails that will allow you to educate your contacts while creating an interest that will bring them closer to your goal.
- Send the right email to the right person at the right time. Create segmented lists to send the first email of your workflow to those buyer personas (the right people) who might be interested in the content you have created according to your goal. The ideal time depends on how far along they are in their life cycle as consumers, which we know as buyer’s journey and which you probably recognize as the marketing or conversion funnel.
- Plan the emails. Remember that emails must have a trigger: the first, the interest of your users; the second, the opening of the email and the click on a certain content, etc. Depending on the actions of your contacts, you can think of different ways to send an email. For example, if they download the content of the first email you should feed their interest with additional information, but for those who did not click you can reframe the first email in a different way to
- Also, think about how long this workflow should last. On the one hand, some workflows (depending on your objectives)will be limited by an event or have the duration of a specific offer, in this case, they will have a deadline. On the other hand, you must decide how much time should pass between sending one email and the next.
As you can see.