Lead Nurturing: what it is and why you should do it

Have you ever been frustrated when you realize that your company's sales team wastes a lot of time contacting people who are not ready to buy your product?

Often, these potential customers do not have enough money to make the purchase. Or they become afraid, because they don't know exactly if their product or service is good. And it won't even solve their problem.

If you are in this situation and already have at least one institutional website, consider creating a digital marketing with lead nurturing. Online communication will attract several sales opportunities, but these people will not always be able to close a deal with your company. This way, you will help these potential customers reach this stage. Want to know how? Keep reading.

After all, what is lead nurturing?

Potential customers who come to your company are called leads, and need to be nourished with relevant content about your business and your market niche. This way, as the lead is “educated”, they become more qualified to purchase your product or service. Basically, these contents fulfill four roles:

• they are sources of learning for people who are interested in your product;
• they need to create trust between your lead and your company;
• should take your lead to the end of the sales funnel;
• Don't let your potential client forget you.

In short, lead nurturing is the process of sending content that will provide knowledge to your leads. This should generate an exchange of information between him and your company, and this way both can get to know each other better. After all, when providing rich material, the company may ask for some information from the lead to grant access to the material.

For example: if you want to access more complete material made by us, such as the e-book “How to Measure and Optimize Digital Marketing Channels”, you will need to provide us with some information about yourself so that we can get to know you better.

How can nurturing your leads benefit your business?

When the lead knows more about your market niche and the solutions offered by your company, it will be easier to close a deal. After all, it is simpler to sell to those who already know your company well and want to purchase your products.

Of course, when deciding to contact the lead, your team will not only take the potential client's interests into consideration. Do you remember that information he gave about his profile to have access to the materials? With them, you will be able to analyze that person's profile and determine whether there really is a sales opportunity with them.

When approaching the lead, with a call or email, you will already know who you are talking to and will be able to provide a much more personalized service. Through the lead nurturing process, your sales team will be able to dedicate much more attention to those who really have the ideal profile and are interested in your product or service.

Furthermore, it is important to highlight that nurturing already interested leads so that they become qualified is cheaper than attracting more people to your contact base, just as retaining a customer is cheaper than acquiring new ones.

What are the first steps to good lead nurturing?

Lead nurturing occurs mainly through sending email marketing. Knowing this, pay attention to some tips:

1. Produce content relevant to your blog before sending any email;
2. When producing this content, keep in mind which stage of the sales funnel it is aimed at;
3. Instead of sending emails manually, create automation flows for sending email marketing. Consider hiring a tool that includes this function;
4. Don't send emails every day, do tests to determine how often they need to be sent and use common sense;
5. Always send content in a segmented manner according to the interests of each lead;
6. In your messages, be as personal as possible. The closer to dialogue, the better.

Remember that lead nurturing has the main objective of developing an exchange of information over time. Your lead will need to know more about your company and your market segment, and you will need to know more about their characteristics, profile and level of interest.

Only then will you be able to see which of them are good sales opportunities, and thus direct your team's contact to optimize your employees' time and effectively focus on sales.

Did you like this content about lead nurturing? Do you know people who are facing the same problem? So share this content on social media and bring more relevant information to them!