Approximately half of all leads in a given system are not ready to make a purchase, while the majority of new leads never make a purchase. Lead nurturing is the process of keeping buyers engaged and building brand loyalty and trust.
When website visitors fill out a form on your site, they become qualified leads. So what happens next?
When you nurture your leads, you are establishing a relationship with them that will last from the moment they first interact with you until they become a loyal, returning customer.
What is lead nurturing?
Lead nurturing is the process of developing relationships with your prospects and customers at every stage of the sales funnel in order to better understand their needs and provide them with information that is relevant to their interests.
The key to a successful lead nurturing process is identifying the needs of your audience through marketing and social listening, and then working to build trust, increase brand awareness, and establish meaningful connections.
Whatever content you create for your lead nurturing campaigns should be personalized to communicate with each prospect and customer on an individual level.
How does lead nurturing work?
The majority of non-nurtured leads will never purchase anything from you. So how does lead nurturing work exactly?
Lead nurturing is rarely about immediate sales. It’s about making sure your brand is at the front of your audiences’ minds throughout their customer lifecycles, inspiring loyalty and engagement.
Why use lead nurturing
Lead nurturing can help alleviate some of the difficulties marketers face when trying to convert customers and create brand loyalty. Some benefits of lead nurturing are that it can help you build relationships with your leads, it can help you better understand your leads, and it can help you close more sales.
1. Engage with dormant leads
Lead nurturing is a process in which you maintain relationships with customers in order to increase the probability of them making a purchase. Building strong relationships with customers is key to success in sales today, and leads to repeat business and customer trust over time.
2. Shorten sales cycle
People are now taking more time to explore their options and educate themselves before making a purchase than they did in the past. Since sales cycles are now expected to be longer, it is important to provide continuous care for your potential customers. This will shorten your sales cycle and increase the number of leads who become buyers.
3. Increase customer engagement
To have success with your lead nurturing strategy, you need to engage buyers. When you provide valuable content and share your knowledge, you will make an impact on your customers. This results in increased engagement and trust.
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