A research conducted already in 2014 leads us to reflect on a very important aspect: companies that plan effective Lead Nurturing strategies are able to generate as much as 50% more sales while supporting 33% of the costs less.
And let’s talk about 2014, when the opportunities offered by the Web were still not so vast and, in some ways, explored, when there was still little knowledge of the tools and when digital environments were not so alive and Ad Film Production Houses In Dubai inhabited.
In the post Lead Nurturing: what it is and what it is used for I explained how Lead Nurturing is a marketing and communication process that aims to cultivate relationships with potential customers and customers, transforming users into buyers and retaining those already acquired.
This is why Lead Nurturing techniques are based on listening to the needs of people potentially interested in the product and service offered, on the brand’s ability to meet their tastes, to answer all their questions, to dispel any doubts or fears. In particular, Lead Nurturing strategies allow you to:
- Induce to purchase, transforming the potential customer into a customer;
- Building a relationship of trust with the customer that will lead him to re-purchase;
- Building solid foundations for brand reputation.
Lead Nurturing techniques
But what are Lead Nurturing techniques? Below I point out 8 techniques and they are the ones I consider main.
1. Segmented content
The centerpiece of an effective Lead Nurturing strategy is the offer of content capable of satisfying all the requests, needs and curiosities of the specific people to whom they are addressed.
This is why it is essential to segment the content that is to plan and write the right content for the right person at the right time.
How to do? Start with two pillars of Lead Nurturing:
- The listening, or the user’s listening to his needs, his tastes, his habits;
- The Buyer Personas, i.e. fictitious identities models that represent your potential customers and you can build after careful listening activities.
Starting from the in-depth knowledge of the people you are addressing, you can provide ad hoc content, to be conveyed at the right time for those specific people.
2. Plan a multi-channel strategy
Lead Nurturing strategies are most effective if they develop across multiple channels simultaneously.
You can capture a user or a potential customer through your company blog, then you can invite him to subscribe to your newsletter and follow you on social profiles and with these means, including valuable re-marketing strategies.
You will continue to dialogue with him, to offer him truly valid and useful content, capable of answering his questions and which will allow you to establish a relationship of trust and an emotional bond that, over time, will transform a user into a customer and a customer into a loyal customer. .
3. Plan a Lead Nurturing strategy that follows the funnel
Planning a successful Lead Nurturing strategy means doing it by paying attention to the various phases of the marketing and sales funnel: as a user / prospect / lead / customer passes through the funnel, it will have to be intercepted by a specific content, conveyed at specific times and through studied channels.
In short, at each stage of the sales process its Lead Nurturing strategy.
4. Calculate the right frequency of interactions
How many interactions should you establish with your users or customers?
It depends , it depends on your target and it depends on the type of content you offer, but what is certain is that the interactions should not be too few, since they would induce people to feel neglected and / or forget about you, and not too numerous, since they could annoy and drive away.
5. Provide timely follow-up and feedback
Responding promptly to a message on Facebook or an e-mail from a user, immediately calling a customer who has asked for information, quickly providing feedback are precious and fundamental measures, as they considerably increase the ability of a brand to transform a lead into a customer.
Research conducted by Hubspot has shown that contacting a lead within 5 minutes of its action or interaction request increases the probability of it becoming a qualified lead by 21 times compared to when it is contacted 30 minutes after the conversion.
6. Don’t overlook emails
Very often brands are led to believe that emails are an ineffective marketing and communication tool and instead, if well-constructed, they can conduct the prospect at an advanced stage of the purchase funnel, over time they can convince and retain it.
7. Give your leads a score
Assigning a score to each action performed by your lead will allow you to evaluate how relevant this is for your business, then how much and how it is appropriate to focus on him with your Lead Nurturing activities in order to transform him into a customer.
This Lead Scoring technique, which aims to qualify leads, will save you time, human resources and money and optimize your investments.
8. Activate Remarketing strategies
Remarketing, also known as retargeting, is a form of online advertising that intercepts users who have taken an action on your website without it turning into a sale.
Intercepting these users with an ad hoc ad, with content capable of dispelling their doubts (just those who have not convinced them to make the purchase), will allow you both to keep the memory of your brand alive and to respond to needs and your potential customer’s doubts.
Lead Nurturing: conclusions
As I said, these are just some of the techniques that can be adopted, they are the 8 that I consider indispensable. Obviously you can know and adopt others that are certainly valid.