You’ve done everything right – created great content, reached the right people through distribution channels, and generated a large number of leads. You’ve even seen sales from your leads and have started to fulfill the Vertical Measures mission (and hopefully your newly adopted mission too) of more traffic, more leads, and more business. The 8 Step process up to this point has been a success, but you’re left with many leads that haven’t yet converted to customers. It’s now time to help those people along the buying cycle until they get to yes.
Lead Nurture is one of the most important steps in the 8 Step Process and requires collaboration between marketing and sales. It’s when you take advantage of all the successes you’ve had in generating leads, and start to build relationships with potential customers who just aren’t ready to buy yet by addressing them exactly where they are in the sales funnel.
It’s not just new leads that need nurturing, either. Your older leads who have been with you for a long time need their fair share of relationship re-building to bring them back into the fold. While this step in the process is mainly centered on new or pre-existing leads, similar methodologies can certainly apply to your existing clients as well. Remember, it’s all the same intention wherever a prospect is in the cycle or just out of it: build relationships, gain loyalty, win more business.
Lead Nurture is your brand’s chance to deepen your relationship with a potential customer in a variety of ways and stay top-of-mind. You’ll learn about your prospects by their interactions with your efforts, and be more educated when it comes time for them to one day become a client. Lead Nurture distilled down to its bare bones is this: the creation of trust. People buy from people they trust. Trust is created through useful content, relevant information, and clear communication.
What forms Lead Nurture can take in the digital marketing realm:
- An occasional email informing a prospect about updates to a product, service, change in price, and so on in a manner of ‘helping not selling’
- Personalized, educational content that encourages a prospect to buy sooner rather than later via social media, email, etc.
- A continuous drip email series that addresses engaged prospects who have downloaded a guide on a specific topic they’re highly interested in
- A thought leadership blog that builds your brand reputation and shows your authority and relevancy in your field
- A frequent and informative webinar series full of resources and tools that is a place to showcase your knowledge and professionalism
- A triggered delivery of relevant content based on specific actions taken by your prospect (i.e. registering for a content marketing webinar, requesting information on content creation, etc.)
- Related content produced based on customer interest in a product or service (if they’ve shown interest in Product X, maybe they’ll be interested in hearing about Product Y to complement their purchase)
You don’t want the leads you’ve worked hard to earn to grow cold, so continue to stay in touch with your prospects in a variety of ways that might appeal to them. As you continue to build relationships and garner trust, lead conversion will become easier. Slow and steady wins the race with lead nurture efforts, and right time, right place also places a big factor here. When a prospect is ready to buy, the lead nurturing efforts that have been your investment in long term opportunities will start to pay off and pave the way for future sales.