Lead nurturing is an essential element in an inbound marketing strategy , or more broadly in a digital marketing ecosystem. You are probably wondering what “lead nurturing” means? Don’t worry, we’ll explain everything to you in this article. Whether you are a startup, a training organization that wants to do Inbound Marketing or other, this will surely be useful to you!
Behind this term “modern business English” in digital marketing, in reality hides a concept that is fairly simple to understand. The term to remember is above all “to nourish ” (nurturing in English). More concretely, a company or a brand will produce content for its potential customers: its prospects. This will be done through blog posts, emails, social media posts or other digital channels.
Why Implement This Principle Of Lead Nurturing?
Lead nurturing allows the company to support prospects who are not yet ready to Zimbabwe Email List in order to help them in their thinking. So it’s simply about maintaining the relationship with prospects until they become ripe for an act of purchase. In order to get this qualification, you have to think about funnel : First, you have to attract a certain amount of visitors to your site. This is the attraction phase.
After qualifying users as prospects by collecting their information (email, name, phone, etc.), following a download, the lead nurturing process can then begin. It is then a question of educating prospects, by regularly offering them targeted content. Every piece of content (article, white paper, etc.) needs to be delivered to the right person at the right time. You have to get each prospect to understand their problem, consider solutions and choose the right one. Each of these stages is defined and lead nurturing allows the prospect to go through them one by one. The objective is to support users in their reflections until the act of purchase.
How To Concretely Establish The Principle Of Lead Nurturing?
Lead nurturing is a set of techniques to be implemented in digital marketing . Here are two concrete examples that you can implement: You can define scenarios (or “workflow”) for groups of prospects based on their purchasing journey . For example, those who have downloaded your white paper but do not correspond at all to your persona (too small company, bad sector, student looking for info, etc.). To this, you define a chain of emails to continue to provide them with information to remain always present.
You can also customize call-to-action buttons (or CTAs, like “Call-to-Action”) based on its history on your site. Indeed, if a prospect has already downloaded a white paper, it would be a shame to suggest that he download it again. A new document that corresponds to the next step would then have to be automatically presented to him.