Did you know most businesses fail to convert 80% of new leads into sales? But the business that follows the lead nurturing strategies and excels at it generates 50 % more sales at 33% lower costs.
Many organizations are widely familiar with the word lead generation but are not familiar with how to do it. Lead generation is a critical aspect to every business’ success as it identifies new business opportunities, kick-starts customer journey, and impacts their decision making. Moreover, it ensures the prospects move swiftly through the purchasing journey and convert them into paying customers.
However, the point where most businesses make mistakes are not focusing on marketing effort, ignoring the customer need, and providing false information. Furthermore, they also undermine the importance of targeted content, timely follow-ups, and personalization. Hence, they fail to meet their target and fail to get more sales.
In this guide, you will discover what lead nurture means to business and why it is important in an email campaign. Moreover, we will also give you tips that will help you in nurturing leads, so stay with us.
But before going into further detail, let first understand what lead nurturing is.
What is lead nurturing?
Lead nurturing is the process of building a relationship and engaging a prospect at each stage of the customer funnel. By educating, engaging, and providing values and awareness about the service or product, you can keep the lead entitled to the sales journey.
Moreover, intending to encourage your prospect to choose your brand, lead nurturing helps the lead make a decision whether or not to buy.
However, to convert the lead into sales personalization, multichannel relationship, and targeted content are the keys.
Why is lead nurturing important for your email campaign?
Companies nowadays are adopting inbound marketing to generate more leads, and email marketing is a vital part of any successful inbound marketing strategy.
With a point to establish trust and convince the prospect to choose your brand over others, lead nurturing in an email campaign is a vital aspect. It educated the customers about your offering and raised brand awareness.
Moreover, the marketing expert also thinks that lead nurturing in the form of email is the best way to drive traffic, attract leads, and convert leads into paying customers. According to HubSpot, when a business focuses on lead nurturing, they generally make 50% more sales and get high ROI.
As the marketers are using automated campaigns to reach out to the potential audience, the point of nurture campaigns isn’t solely promotional. Opposed to just promoting, using lead nurture in email campaigns can educate and enlighten. Moreover, as it is about building trust and establishing credibility, it can help you create lasting relationships with customers.
Besides this, implementing a lead nurture strategy in email campaigns can greatly impact the results of inbound marketing and customer behavior. As a result, you will earn a high return on investment. So it’s a worthy investment and a win-win every time.
Tips that will help in nurturing leads
Despite the widespread benefits lead nurturing offers, creating the right nurturing strategy is no easy feat.
2019 lead nurturing and acceleration reports suggest that nearly 60% of marketers gave their nurture program a failing grade. It means you will have to craft the strategy carefully and execute it perfectly to reap the desired benefits.
Make images of buyer personas
To nurture your lead, always picture your customers. Picturing the customer’s geographic locations, industries, and business functions are important. But the customer persona holds the key in nurturing the lead. It is because when you know who they are, what their pinpoints are, and what motivates them, you can target prospects with surgical precision and nurture them with content they are interested in. This is where email automation tools come in handy. Email search tool can find email addresses by domain, name, social URL, or filters (job title, location, and so on).
Moreover, with generic content and an untargeted audience, you can’t get a positive response every time. Therefore, knowing the customer before creating the marketing message is essential. To build a better buyer persona or gain deeper insight into a buyer, you can conduct the survey, interview customers, and follow their digital footprint.
Answer your client’s queries
Usually, marketers devote their energy and time generating the initial leads, but they undermine answering the client’s queries. Answering the client’s questions in a prompt and timely manner is quite essential in nurturing and building healthy customer relations.
As companies rely heavily on the customer to run the business smoothly, customer satisfaction should be the first priority. So answer the client’s queries promptly and get them to your business in the first place.
Focus on your progression
Marketers usually spend their budget and time getting people to raise their hands but not enough toward account progression. However, to plan your lead nurturing path, focus on your progression and invest in forming creative content.
The goal of nurturing lead is to help the prospect make progress from initial interest toward making a final purchase. In this regard, make sure to form different lead nurturing tasks based on industry, size, and role in the buying process.
Walk the right path with leads
The sale is a complex process, and the journey can be exhausting. In a long and complex sales journey, it can be challenging to help people move through the sales funnel – from the point of first intent to porches intent.
However, your focus should be to nourish your customer throughout the sales journey and guide them with a meaningful compass toward the best and right decision for their needs. To make things easier for yourself and the customer, do not hurry them along and walk at the customer’s pace.
Lead generation is an important aspect, but without nurturing them, most leads will disappear. Therefore, it is vital to build credibility and make the prospect feel they matter to a brand.
A marketing study suggests that only 35 % of B2B marketers are using the lead nurturing strategy, and the rest of the business are not capitalizing on it. They are failing in capturing 80% of their new leads into sales and eventually losing more business. These numbers are not overwhelming as every company wants to capture more customers.
Are you also looking to increase your sale and convert more leads into paying customers? Nurture them through each stage of the sales funnel.