Article

Angelina Gil
Angelina Gil 21 October 2019

Lead Nurturing Best Practices To Hike Conversion Rates

Lead nurturing is the continual process of guiding your customers to the right product that meets their expectations. We must use the right strategies to successfully convert these customers into leads. So this article will list the seven top strategies that will help you nurture your potential customers.

Individuals buying any service or product expect the company to meet their demands. They hope the company will provide the right product of their interest consistently. So, if you are a small business owner, then it is important to nurture your relationship with potential customers. This will help you improve your lead conversion rate.

As a result, you can see a huge difference in your overall business development. To keep this consistency of increasing sales it is also important to encourage customers at every stage for the right product. You can do this through lead nurturing. It is a continual process of developing a relationship with the buyers at every stage of their sales funnel journey. Thus at every step of a buyer’s journey, you need to provide relevant information after listening to their needs.

Impact of Lead Nurturing In Business Growth

According to DemandGen Report 2014, 67% of B2B marketers say at least 10% of the company’s sales opportunities rise up. Also, Gleanster's report says that almost 74% of the top-performing companies are using automated lead nurturing techniques. So, there is a 20% increase in sales through nurtured leads in front of non-nurtured leads. 

Without following proper lead nurturing strategy, the company can lose its potential customers. So, it is important to keep your leads busy with the research for the right product in this whole process. Thus it is like a practice that demands to stay with the leads, nurture them until they agree to buy a service. 

7 Effective Lead Nurturing Best Practices

  1. Use Personalized Mails.

  • The emails should never look like an automated blast to your leads. So, try to change each email based on the interests or names and demographics of your leads.

  • Split the specific group of customers based on their similarities. Then add the name of leads to the top of the email. Gather information related to their location or company to personalize with it.

  • Learn the email triggers to build a strong lead nurturing strategy of yours. Use triggered emails in such a way that enables the download of your gated content like white papers, articles or videos. Also, let users click on the links in your mail or visit certain pages of your website.

  • So, you will get a significant amount of benefits in personalized emails rather than a generic email broadcasting.

  • According to past statistics, there is a 4-10 times increase in an email response rate of nurtured leads compared to standalone blasts.

  1. Analyze With Different Content Types In Buyer Journey.

  • Everyone has a different perception of the content form. Content types like long-form white papers, infographics, videos, webinars, ebooks, or skimmable content. So, educate the buyer for the right product content on his journey to close the sales for the final step. 

  • Try to study your leads with 3 phases like Awareness, Consideration, and Decision. 

    • In the Awareness phase, provide the latest industry blog articles based on their interest level. 

    • During the Consideration phase, give a demo or an invitation to a webinar on your product. 

    • Lastly, in the Decision phase share your ideal customer’s reviews and success stories.

  • Are you still confused about what type of content will meet your leads' demands? Compare the pages they like to visit most or relate it to some social media sites stuff. Then do the hypothesis of these details with their past records and identify what they want to do next.

  1. Avoid Sending Email To Leads Daily.

  • A deadly way to get unsubscribed from your leads email list is to pinch them daily. It feels irritated to receive the same stuff every day. Isn’t it?

  • So, build an optimal lead nurturing schedule that helps the client to keep your company in his mind. And also give them some time to digest the information provided.

  1. Stay Engaged In Rightful Places.

  • On average, a person receives 121 emails daily. The open rate of emails in North America is 30.6% only. It means you are getting a chance of a one-in-four email open rate for at least presenting your content in front of leads.

  • So, firstly try to increase your chances of notifying in front of leads by using different channels. And then reach your customers at the right place. So that finally you can fulfill their specific requirements.

  1. Don’t Use the Same Email To Nurture All Leads.

  • Every lead is different in its choice and requirements of the products. Isn’t so? Likely, you also need to nurture different types of content to each lead based on their behavior and interest level.

  • You can segment the lead's information into more specific based on their age, job title, location or interests. Such a way of grouping the content of customer assures their trust in your service. Thus gaining their attention to click on the email.

  • Also, keep re-engaging your leads if you find that your emails are not opened. For that, you can ask for your subscriber’s feedback, give incentive or create some urgency sense to them. 

  1. Create Content that Covers Pain Points Of Customers.

  • Create a list of pain points of your potential customers that you want to target. Then make a list of relevant keywords from it. Why? Because the language you use in searching content on search engines might differ with the language of your customers. So, choose the keywords that help leads to find your content easily.

  • Include CTA in blogs that gain a small yes’ from your leads, helping you to start your communication with them further. If the reader enjoys reading content then they will happily move straight to your inbox finding more part of it.

  1. Assemble The Sales And Marketing Teams Together.

  • Your successful lead nurturing journey will end when you pass the leads to the sales team. Then after the sales team will start nurturing from where you left off. 

  • So there must be a seamless transition carried between the sales and marketing team for lead nurturing. Know the information your sales team needs like received messages of leads or their engaging content information.

Terminus:

Imagine that you directly talk to your customers about the pricing of the product. And they have still not yet understood the benefits and features of that product. At first sight, your potential customers will feel a little scared about the product, after listening to its pricing directly. Isn’t it a common perception for all people?

Ultimately, work on a consistent nurturing process with your potential leads to meet their expectations throughout the buying journey. So that you can hand them over to your sales team once they become ready to purchase your product. The journey may sound a little tough in the beginning but believe in your efforts. In the end, it will surely gain you valuable leads, hiking your niche conversion rates.

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