Lead nurturing is essential for forging meaningful relationships, guiding leads toward the end of your sales funnel, building trust, and inspiring loyalty. It’s a time-consuming yet critical process necessary for your continuous business growth.
However, it doesn’t have to be so daunting. You can turn it into an efficient, cost-effective, and exciting adventure that brings significant value to your target customers and your entire organization.
Before exploring the best ways to nurture your leads effectively, let’s look at the numbers that speak volumes about the impact of this relationship-building process.
Benefits of Lead Nurturing
Lead nurturing helps you engage leads and prospects, warm cold leads, and shorten the sales cycle. It enables you to convert leads into purchasing customers, increase your average order value (AOV), reduce customer acquisition costs (CAC), and generate a higher ROI.
Here are the most notable lead nurturing statistics to help you understand the significance of fostering relationships with people interested in your business:
- Nearly everyone (96%) who visits your website isn’t ready to purchase yet — they need a little push through the sales funnel;
- Nurturing leads helps companies generate 50% more qualified leads at a 33% lower cost;
- Nurtured leads generate a 47% higher AOV than their non-nurtured counterparts;
- Targeted content based on a specific buyer’s journey stage can increase conversions by 73%;
- Lead-nurturing emails generate 4-10 times better response rates than their standalone counterparts.
5 Lead Nurturing Strategies that Work
There are numerous strategies for nurturing leads, but the following work like a charm.
1. Providing Targeted Content
Creating targeted content starts with your buyer personas, each with unique needs, interests, preferences, and pain points.
Create buyer personas by segmenting your leads according to various criteria (e.g., demographic, geographic, psychographic, and behavioral data) and scoring them for qualifying and measuring purposes at every sales-funnel stage.
This process of enriching leads (collecting, managing, and analyzing customer data) will help you gain insights for creating targeted content that addresses everyone’s pain points and increases conversion rates.
2. Leveraging Personalization
Consumers highly value personalization. Tailoring your services and interactions to specific individuals will help you build meaningful relationships that inspire long-term loyalty.
The latest personalization statistics show that 77% of consumers will opt for a brand that offers personalized experiences, and they’ll pay more for their products or services. Those brands witness an average sales increase of 56%.
So, address leads by their name, offer discounts and coupons tailored to their needs, and send triggered emails to nurture them at the right time. Always respond genuinely to questions and complaints instead of sending generic templates that don’t customize experiences and only annoy consumers.
3. Sharing Interactive Content
Interactive content can help you leverage value-based information necessary for engaging and converting leads. You can use it to segment, score, and nurture leads.
Quizzes, polls, surveys, calculators, and interactive infographics can help you gather the necessary data for personalizing customer experiences and guiding leads toward the end of your sales funnel.
4. Offering Multi-Channel Experiences
Multi-channel lead nurturing includes seamless interactions across multiple channels, including email, SMS, social media, and paid retargeting ads. Marketing automation and dynamic website content play a vital role, too, especially concerning personalized experiences.
Harnessing the power of multiple channels will help you deliver targeted messages where your leads are and achieve the best outcomes.
5. Following up Promptly
Timely follow-ups are crucial for converting leads into customers. You risk losing qualified leads if you don’t act swiftly.
That’s why you should automate your follow-ups, keeping personalization in mind. The best way to go about it is to set trigger emails and send automatic messages based on specific actions.
You can send welcome emails, abandoned-cart reminders, follow-up emails after purchases or eBook downloads, and more. That way, you can thank people for taking an interest in your brand and present your offers to engage and convert leads while they’re still warm.
Lead nurturing is crucial for building customer relationships that increase sales and ROI. It’s not a one-size-fits-all process because every lead is unique and walks through a different part of the buyer’s journey. That’s why the tips above are vital for engaging them at every stage and turning them into sales opportunities.