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A lead is simply a person who is interested or has shown some kind of interest in a company’s product or services. Nurturing these leads means developing a strong relationship with potential buyers and then it is all about the sales funnel.

What Does Lead Nurturing Mean?

Leads are possibilities and not exactly a guaranteed sell. This is where Lead Nurturing plays an important role. Lead Nurturing is developing relationships with the leads and nurturing them through the entire buying process.

Nurturing isn’t about immediate sales. Instead, it inspires real engagement and keeps the brand at the forefront of the audiences’ minds throughout successfully recurring customer lifecycles.

What are Lead Nurturing Campaigns?

Lead Nurturing Campaigns are a series of marketing important messages that are sent to potential leads over a set period. A lead nurturing campaign strategy can be automated, partially automated, or executed manually.

Here are some examples of Lead Nurturing Campaigns:

• Email drip campaigns
• Personalized, targeted emails
• Email newsletters
• Direct mail
• Sales calls
• Social media marketing
• Blog posts and content marketing
• Social media or PPC retargeting ads

Lead Nurturing Campaigns are usually sent to prospects who have already shown some amount of interest in the brand and that is when lead strategies play a massive role in conversion.

Also read: How to Grow Your Business with Lead Nurturing in 2021

Why is Lead Nurturing Important?

Every brand should consider including lead nurturing in their marketing plans as it is very beneficial. Sales don’t happen during the first interaction itself with the brand. Sales cycles differ between industries, products, and services, but Demand Gen research found that 51% of marketers needed five or more improvisations in their lead nurturing campaigns. If you want customers to buy from you, you need to get in front of them multiple times before they will.

Most leads aren’t always ready to buy. Even after conversions, many prospects do not end up buying. That’s when lead nurturing comes into action by staying in touch with the prospects to help them with their needs. 

Here are few practices that help with efficient nurturing:

1. Personalize your messages
2. Educate according to the buyer’s journey 
3. Re-engage when necessary
4. Don’t rely purely on email lead nurturing
5. Create content around consumer pain points 

Also Read: Demand Generation In 2021

How to Nurture Leads With Good Strategy?

Creating and maintaining great relationships is still the key in this new buyer 2.0 world. Lead Nurture helps the buyer get familiar with the business.

“Lead generation isn’t about instant gratification, but rather requires sustained effort to succeed, often over a relatively long period. Keywords are consistency and time,” says Brian Carroll.

Here are few strategies that can help with nurturing leads:

1. Align Marketing and Sales
2. Define a Lead Management Process
3. Gather Lead Intelligence Data 
4. Create a Lead Nurturing Content Program
5. Use Email Marketing to communicate messages

What is B2B Lead Nurturing?

B2B sales cycles can be long and time-consuming. Lead Nurturing is just an easier way to build and maintain relationships with your clients.

This is achieved by defining an ideal customer profile and providing information to them that is relevant to the sales process. Strategies are focused on creating a coherent journey that your customer can understand while focusing on marketing efforts that help to inform potential customers of the options that will eventually lead them through to a sale.

Few things to keep in mind before developing a B2B lead:

1. Define what you consider a qualified lead
2. Ensure a deep understanding of targeted clients
3. Understand where the leads stand in the sales funnel
4. Audit your existing content
5. Use marketing automation software when possible

Know More: Benefits of Lead Nurturing

5 proven ways to Nurture Leads in 2021

Here are 5 proven ways to successfully nurture leads for your business.

• Start Building Sustainable Customer Relationships: 

This is the most fundamental step here and also the one that should be done first. The moment a new lead comes in a customer relationship should be maintained. A customer relationship software is always a good idea.

• Match Your Content to Customer’s Expectations: 

Building a site that already attracts pre-qualified leads is the key to lead generation success despite all the organic traffic. The format and intent should be just right so that the clients get what they need and hence meet their expectations.

• Customize Returning Users’ Experience:

From an SEO perspective, we tend to get obsessed over attracting new customers to the website. An example, back in 2017, Barilliance published a research study claiming the conversion rate of returning visitors was almost twice higher than that of new site visitors. The conversion rate of returning visitors is almost twice higher than that of new site visitors.

• Create and Market More Videos:

Videos for a long have been major conversion boosters, and they are only becoming more effective. Using a video on a landing page can increase conversions by 86%. 

• Create More Engaging Landing Pages: 

Headlines are incredibly important in online content because they are all you have to attract readers right away. Email newsletters, blog posts as well as social media posts need to make an impression within 5 seconds, or it will just be skimming through. Without a catchy headline, none stand a chance.

How can Logichron help?

Here at Logichron we understand your prospect’s needs and wants. We personalize our campaigns so that your business can grow exponentially, thus increasing your brand value and improving customer trust in the company. 

The confidence that is built over lead nurturing campaigns helps us reach the right audience. Logichron’s team of industry mavericks is here for you through every step. 

Why wait to grow? Start with Logichron! Contact us today!