If you think that creating curiosity among your website visitors is going to be enough, you need to rethink. You should understand how lead generation and nurturing works especially in the current scenario. It all begins when you are able to indicate to a person that your products and services are meant for them.
This person shows interest in your offerings in one way or another. This individual remains in open communication with your business or website and becomes willing to submit personal information in exchange for an offer, a trial, or a free subscription. There you go. You have converted a new visitor into a functional lead.
If you start an online survey and if you attract applicants for a newsletter, you generate potential leads. Some of them return to your website to understand more about your offering.
A considerable chunk of those visitors (leads) visits your website again to finally make a purchase. Congratulations! Those visitors have been converted into leads and then into returning clients.
But this process is not that simple. It involves lead nurturing all the way to the final sale.
Lead Nurturing – A Quick Definition
To put it in the simplest words, lead nurturing is when you put efforts to build relationships with your prospects which can be your customers or other businesses that do transactions with you.
This is an integral part of inbound marketing. You can use social media, content marketing, and other communication channels to attract the attention of your leads and keep them engaged with your promotional material.
Lead nurturing is an effective marketing strategy that keeps your brand in the minds of your prospects through subtle yet effective messages and regular communication. So when the time finally comes, they would look towards you instead of your competitors in the market.
The following points explain just how important lead generation and nurturing are and why you should take them seriously
It is a great way to establish a strong connection with your potential customers. Do you know that close to 50% of overall retail sales happen after a great response from the website to the first inquiry?
This means that the faster you establish contact with your leads and the quicker you respond to their queries, the more chances you have of converting them into returning customer.
Remember, as the age of your lead increases, they are going to lose interest in your offerings. This is why your response rates have to be immediate and quick.
Identify Their Pain Points Easily
Lead generation and nurturing help you identify the pain points of your potential customers relatively easily. For example, if you send them an email addressing their concerns or the challenges that they face with the current products and services available in the market, they are highly likely to respond to your correspondence.
- What features do they want from their current purchases?
- What difference are you going to make in their quality of life?
- Does your price bracket suit them?
These are some of the questions that can be addressed right away if you are able to identify their pain points on time.
Think About Automating Lead Nurturing
According to experts, it is very easy to automate lead nurturing with the help of chatbots, AI-enabled assistants, and more.
The leading B2B lead generation services and their marketing gurus say that the leads that are been nurtured over time have a 23% shorter sales cycle. What does this mean for your business? It means that your sales are going to be faster which means that your conversion is going to be higher.
It enhances the overall efficiency of your sales funnel and helps you create loyal customers out of potential users and first-time visitors. It also eliminates any probable human error.
Segmentation Is Effective
As a business undertaking, you need to segment your customers intelligently. For example, you must segregate and differentiate between your individual customers and business clientele right from the beginning. You can learn more about them through this email nurturing function.
It helps you go forward with the right strategies and moves depending upon their profile. You can modify your communication channels and messages depending on what type of customers you intend to attract to your sales funnel.
All in all, you can say that lead generation and nurturing are great ways to speed up your sales and acquire loyal customers. It is affordable and effective. It is time to invest in it.