“Why is our large pool of leads not converting into our buying customers?”, “Why is my company not able to retain the existing customers?” If you are someone who asks these same why’s, then, you may want to focus your marketing team’s efforts towards lead nurturing.
What is Lead Nurturing?
Lead nurturing is the process of developing relationships with the customers at every stage of the sales funnel and the buyer’s journey.
It focuses on sending a series of personalized emails based on their needs and providing information and answers they need.
So how is the absence of this in your marketing campaigns an obstacle to generating more sales?
Well, the following are some benefits of lead nurturing that will help you understand why it is so crucial and why it’s absence is a loss for your company.
Builds thought leadership:
The chances of someone knowing about your company who has become your lead for the first time are very slim. A person is more likely to do business with someone they know. Lead nurturing helps you spread awareness of your company amongst such people who do not know much about it. Brand awareness is spread by sending useful content to this audience and showing your expertise to cement yourself in their minds as an expert in your industry.
Helps to identify interests and trouble spots
Making use of an analytics tool that gives detailed information on which email your leads have interacted with, which email made them take action you wanted them to take, will help you understand the interests of your leads. Not only this, sending emails with questions asking for feedback helps understand the pain points of your leads. This information is useful to understand your audience and make your services and products more relevant to them.
Lets you find segmentation opportunities:
Segmentation helps you make a more personalized relationship with your audience as it allows you to send content which they are ready to consume. Lead nurturing, which helps understand the interest and pain points of this audience, is useful to segment the contacts more effectively based on such data. This data helps in making the customer experience more personal, relevant, and satisfying.
Helps strengthen the relationship:
Building brand authority, addressing your lead’s pain points, and creating a more personalized experience helps you gain their trust and build a strong relationship with them.
Creates cross-sell and up-sell opportunities:
Lead nurturing helps you make your audience aware of all the services and products you have to offer. When your audience trusts you, they consider your recommendations more seriously. Such a trusting relationship makes it easier for you to create a sense of need in their minds and sell other products/ services to them with the one they are already purchasing which not only increases your sales but the sales volume as well.
Encourages referrals and new lead generation:
Word of mouth has, is, and will always be the best marketing strategy. People are more likely to buy from a company recommended by their friends, family, or colleagues than directly from the word of the brand itself.
Also, people always recommend the brand they trust and with whom they have had a great experience. Furthermore, if the content you send them is valuable, they would share it with their friends, colleagues, etc.
Such content sharing and recommendations help us spread awareness about our brand and acquire new leads at 0 cost.
Lead nurturing now seems very important, right?
Now that you know why lead nurturing is so important, make sure to include it in your marketing strategies as companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost.
And if your company doesn’t have an expert and a dedicated team with extensive experience for generating, nurturing, and converting a lead, you need to hire a marketing agency like Logichron. We’re a full-service marketing agency that has helped generate leads for clients like Microsoft, IBM, and many such big companies.
