Just because you’ve managed to generate a certain number of cold leads or prospects doesn’t automatically mean you’ve won. Your potential customer may have been willing and ready to leave you their contact information, but before they’re willing and ready to leave you their money, you still have a lot of work to do in the form of lead nurturing .
What is lead nurturing?
You probably know this from your own experience. Before you buy a product or service, you look for detailed information, reviews, compare competing offers – in short, you find out if the product is really suitable for you and if it will help you solve your problems.
In lead nurturing, you go out of your way to meet a potential customer. Lead nurturing is a process where you build a relationship with a potential customer, offer them help, try to botim database educate them on the subject, and at the same time imply that you are a true professional and understand the subject perfectly. In a very gentle way, you guide them towards the decision to purchase your product or service.
There are a whole bunch of ways to build such a relationship tips for success in Buen Fin 2019with a customer and stay in their awareness. From free content such as an e-book or webinar, to newsletters and other automated emails, to connections and activity on Linkedin.
Everything in moderation
Strike while the iron is hot. This is a saying that you should definitely follow when it comes to lead nurturing – it is important to constantly keep your potential customers in the loop. However, you should not overdo it, so you need to be smart about it.
From the above communication methods, it must be obvious that lead nurturing is far from just sending out newsletters regularly. Try to be as variable as possible when delivering content, both in terms of content form and type of message, as well as frequency. This will avoid your efforts being perceived by the lead as more like annoying spam.
Such non-violent content can be, for example, an article or e-book that is relevant and interesting for the given segment, an invitation to a webinar or conference that you organize or attend germany business directory yourself. In short, try to offer your prospects or leads lead nurturing something extra. Some added value that does not necessarily relate only to your company and product, but will ensure your position as a knowledgeable professional in the given industry in the eyes of the potential customer.
One hundred leads, one hundred problems
If your lead nurturing efforts are to bear fruit in the form of more closed deals, you need to pay a lot of attention to segmentation. Why? Imagine that you give every member of the family the same DIY book for Christmas. It’s easy to imagine how that would turn out – you might win over Dad with such a book, but Mom will politely thank you and think of something diplomatic about how it will surely come in handy someday. The youngest members of the family will probably not be the most enthusiastic after discovering that they didn’t find their dream toy under the tree.