A Complete Guide to Popular Lead Nurturing Strategies

Lead nurturing is the strategy to maintain a communicative relationship between the customers and your business. It is done by keeping track of the customer’s buying journey and ensuring their needs are fully met. 

Being a significant facet of inbound marketing, lead nurturing uses content marketing, social media marketing, and many other ways of communication. Whatever method or strategy you adopt, your goal is to attract customers' attention. Through lead nurturing, your sales increase, and your brand's position in the business world improves.

Simply put, using lead nurturing strategies encourages customers until they are ready and want to make a purchase. Because most times leads enter the system without the intention of buying anything. So, if you have a firm grasp on nurturing their interest, you can mold the potential customer in your favor.

Just remember, lead nurturing is like any other relationship. The more effort you put into it, the stronger it will get and the better output you will receive from the other end. So, buckle up if you want your business to prosper.

The benefits of lead nurturing when using a lead generation service include:

• It increases your customer’s trust.
• Lead nurturing helps you present a more coherent and complete brand image to your potential customers.
• It is through lead nurturing that you can leave an impact on your customer’s minds so they might remember you.
• Lead nurturing is cost-friendly.
• Your sales are increased dramatically with the help of lead nurturing.

Among the innumerable lead nurturing strategies, these are the most effective ones:

Develop Targeted Content

The key is to develop content unique to your leads. Not every content can fit everyone, so understanding your buyer and creating content about their persona will give promising results.

Here are the steps to ensure the successful development of targeted content in your lead nurturing strategy:

1. Understand each buyer and acknowledge their uniqueness.
2. Create content that fits the nurture lead’s different personas for better lead nurturing.
3. Have a marketing automation platform intact to be used when required.

Email Lead Nurturing

Creating targeted content is believed necessary; it is through emails that most lead nurturing takes place. The reason for that is that it is highly cost-friendly compared to the conventional ways of advertisement. Besides that, it saves you time and effort as well.

It is advised to send at least one email per week for an effective lead nurturing outcome. This is where the quality and relevance of content will come in handy to you.

The effective campaign management tools that can be used to send out automated emails in lead nurturing include:

• Drip
• ActiveCampaign
• HubSpot
• Infusionsoft
• Mailchimp

Retargeting Across Multiple Platforms

To nurture email leads efficiently, it is important that you utilize as many platforms as you can. Retargeting across multiple platforms, mainly social media integrated with a CRM, is one of the best ways to engage your buyers and understand their needs in your lead nurturing strategy.

For instance, if you want to target a younger audience, your preferred platform should be Instagram or YouTube. However, if you require a somewhat older audience to respond to your ads, Facebook and Twitter would be your best options.

Basically, in lead nurturing, the key is to be flexible.

One-on-one Interactions with The Buyers

One-on-one interaction with the customers is the most critical strategy in lead nurturing or any form of marketing, for that matter. You cannot expect your customers to respond when you fail to connect, relate to, and understand them.

Customers like it when they are seen and targeted on an individual level. So, the technique here is to engage with them one-on-one instead of treating them like a number or a mere digital identity. This interaction will also help you personalize the content for them effectively. Through this, your lead nurturing techniques would give highly promising results.

A lead nurturing strategy must have the following elements for it to give successful outcomes:

• A meaningful persona of the customer
• Nurturing campaign timeline
• Creation of the right content
• A way to measure progress and improvement
• Discrete campaign goal

There are several ways through which CRM software supports pipeline management with lead nurturing. Some of them are enlisted below:

1. CRM software supports the business in scoring and qualifying the leads. It centralizes your leads and helps you prioritize accordingly.
2. CRM software ensures that your response times are tracked, and your team is kept accountable by showing the areas where any improvement is necessary. This enables you to get more leads, hence more sales.
3. CRM software shows you any or all information about the leads on your screen without much trouble. This saves time and increases your understanding of your leads.
4. Retail management with CRM software also reports leads to you in a unified way. Without the software, the information might get jumbled up or lost. Through CRM, you can keep your leads' reports in one safe space with just one click.
5. CRM software makes it easier for you to apply demographic marketing strategies efficiently.

Some of the best CRM software for lead nurturing that has all the features above are:

• Bitrix24
• Zoho CRM
• Salesflare
• Airtable

Lead nurturing is the process of active and continuous business communication with the customers to develop a relationship. This relationship enables the business to make an impact on the potential customer and engages them in making a purchase.

There are many strategies of lead nurturing that help in the growth of a business. With these strategies and using the best CRM software, sales are increased, and the leads give a successful result. Although not very difficult, with the right amount of knowledge and tools, you can engage in lead nurturing to ensure an increase in the value of your business in the digital world.