No matter how good you are at sales you're not going to close someone over your first meeting. You'll need to evolve the conversation in order to gain trust. So, lead nurturing is an essential part of your organization's sales strategy.
Nurturing leads helps address one important fact about potential customers: Most of them won’t be ready to make a purchase the first time they’re exposed to your brand.
Lead Nurturing Process
Whether it’s a B2C or B2B interaction, every buyer goes through several stages before committing to a purchase.
Lead stages of the buyer's journey are:
Most consumers seek products or services when they recognize a problem. They’ll typically go online to find out more information, spending some time on search engines before deciding what products or services might help them. However, B2B buyers usually begin seeking solutions when their manager or CEO identifies an issue. They might be seeking to improve their business’ performance or improve certain benchmarks.
Both B2C and B2B buyers enter the Consideration stage once they realize that there could be a solution to their problem. Then, they may take weeks or even months to make a purchasing decision as they weigh their options.
The Purchase stage represents the moment where the customer decides to complete the sale. During this stage, customers feel that they have gathered all the information necessary to determine what solution is best for them. This stage ends the sales journey, but it’s still up to your company to retain the customer’s business.
Why Does Lead Nurturing Matter?
When making small purchases, customers are able to make impulse buys. However, if the customer is making a large investment in a product or service, it’s a different story.
Small business owners to corporate executives may consider their choices for a long time or need step through an approval process, making lead nurturing an important asset for staying in front of the prospect.
Nurture the Prospect Relationship
The process of building a relationship with a prospective customer is known as lead nurturing. An effective lead management strategy will build a trusting relationship with customers.
Building loyalty will prevent prospects from going to competitors. Reassure customers that they can expect great experiences if they give you their business. It may also open their minds to hearing about additional services/offers.
How Does Lead Management Work?
Potential customers usually turn into leads after they sign up for your mailing list or perform another action that puts them on your radar. In earlier times, this would mean that the potential customer scheduled a sales call, allowing company representatives to close the sale in just a few days.
Today’s sales world is much more complex. In most cases, prospects are usually in the consideration phase when they’re on your email list. Of course, they can stop receiving emails at any time – and it's difficult to get them back. This means that employing lead nurturing best practices is essential.
Some of the best lead tracking methods include:
Emails, product demonstrations, and in-person meetings are great opportunities to share information about your products and services.
- Weekly Emails: When developing your content strategy, it’s important to create content specifically for leads stuck in the “maybe” stage. Providing valuable content makes it less likely that leads will seek information from rival businesses.
- eBooks: Are a great way to provide additional information about your products. This can show potential customers how your product works and what it can do for them.
- Product Demonstrations: Setting up product demonstration meetings are a great way to show leads what your product has to offer. Leads will probably expect a sales pitch and might be emotionally guarded, but a high-quality product will make a great impression.
Nurturing Leads with Inbound Marketing
Inbound marketing is the practice of attracting leads and converting them into sales by offering valuable content.
When you share value before the sale, the customer will expect a quality product once they make a purchase. Most importantly, inbound marketing can equip your business with the best practices for nurturing leads in today’s modern environment.
Building rapport with your customers can help with their decision-making process.