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The process of lead nurturing involves cultivating leads at the point when they are not yet ready to buy. Ideally, lead nurturing strategy should focus on anticipating the needs of the buyer and helping to support them at every stage in the buyer’s journey.
Throughout this article, we’ll cover the following topics:
What lead nurturing is
When lead nurturing strategy comes into play
How to construct your lead nurturing strategy effectively
What lead scoring is
How lead nurturing strategy can aid your lead generation
Read on to learn all about how a lead nurturing program can strengthen your customer retention and help with your overall marketing strategies.
What is Lead Nurturing?
Lead nurturing involves building relationships with prospective customers in hopes of converting leads into clients.
Effective lead nurturing will take place at every stage in the buyer’s journey, and each particular lead should undergo this process to maximize your targeted campaigns.
Your lead nurturing efforts will begin with your marketing team.
By creating social media posts, employing content marketing, and posting valuable content on your company website, your marketing teams get your product and services out there to be viewed by your target customers.
Once this relevant content or other marketing automation results in new leads, your lead nurturing tactics can now be used to fuel the sales cycle.
When you nurture leads, it is important to focus on not only the needs and wants of the prospective customer, but also the preparation for the sales funnel.
At this stage, your lead needs:
Information on how your particular business will aid them
How you will work to minimize pain points for them in the future
What the purchase process looks like
The quickest consideration stage possible and a smooth transition into the buying stage
A landing page where they can view any additional information and view social proof examples
The lead nurturing process is ongoing, and it only ends when a lead turns into a client.
When is Nurturing Leads Necessary?
Lead nurturing is necessary from the moment you generate leads until the moment those same leads are converted into paying customers.
Your lead nurturing campaigns will be structured to operate alongside the sales cycle to ensure that leads are being taken care of properly during the process.
You can also employ automated lead nurturing to provide these potential customers with sales and marketing information that aids the buying process.
Nurtured leads have a higher conversion rate than non nurtured leads, so ensuring that your business has a solid lead scoring system in place to aid with lead nurturing strategies will pay off in spades.
How to Craft Your Lead Nurturing Strategy
Each lead nurturing campaign should look a little different for your lead scoring system.
Your strategy should follow this basic format:
Place all sales ready leads into an effective lead nurturing landing page to assign to a sales rep
Begin the sales process and work to align sales with the prospective client
Do lead nurturing work throughout the sales cycle, making sure that you are utilizing personalized campaigns and hitting the key elements that make your business/product essential
Use your sales team to convert leads into clients
Each nurture program will be varied as your sales teams assess the needs and wants of each of your future customers.
Existing leads, cold leads, and potential leads all need to be within nurture programs, especially in the “awareness stage,” where these leads are learning more about your business as a brand.
What is Lead Scoring?
Lead scoring is the successful conversion of a lead into a customer.
This can be done using various marketing tactics or through a campaign monitor rooted in lead nurturing strategy.
The benefits of lead nurturing are widespread, but the main goal of this process is to reach your target audience and convert new leads into clients.
Using each of your marketing channels for generating more sales will also aid in the lead scoring optimization process.
How Kennected Uses Lead Nurturing Strategy
Here at Kennected, the entire conversion process from lead to client is at the heart of what we do, and what we help our clients accomplish as well.
The biggest thing to remember when it comes to lead nurturing is that your leads should never be left unattended and no question should go unanswered.
Making sure to emphasize value and the accessibility of your business will benefit your conversion rates greatly.
Treat each effective lead as a customer, and you’ll get more sales.
Hop-On The Kennected Train
According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.
If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).
So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.
This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.
Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.
So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.
In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.
And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.
Want to see how it works?
Click here to see how you can use Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day.