Lead nurturing is one of the most fundamental components to a successful marketing strategy. Today’s consumers are more educated and willing to take the time to thoroughly research their purchases. They will spend hours searching online for customer reviews, testimonials, and helpful articles before making any decision.
Lead nurturing content helps potential consumers make informed decisions by answering their questions and concerns. Your web content, articles, and newsletters should all be designed as clever and discreet sales pitches that offer information that would be beneficial to your typical consumer.
Here are a few tips on how to effectively nurture a lead:
1. Understand Your Leads
The first step to effectively nurturing a lead is establishing a comprehensive lead profile. Marketing automation uses website visitor tracking software to monitor a lead’s online behavior. It also promotes online registries and questionnaires to extract and track a lead’s demographic details. All of this valuable information should then be used to create more personalized lead nurturing content geared at their personal interests and behavior.
2. Understand Their Needs
Consumers are not looking for a specific product; they are looking for a solution to a specific problem. Focus the lead nurturing content on the obstacles they face and offer sincere advice on how to resolve their issue. Take for example a website that promotes an all-natural herbal dietary supplement. The lead nurturing content should discuss the difficulties associated with being overweight and then offer many different solutions like dieting, exercising, and of course, taking your dietary supplement.
3. Do Not Over Sell
Instead of approaching your lead nurturing content as a marketing piece, focus on it being a helpful consumer guide. A web page can go on and on about the benefits of your product but your lead nurturing content has to have more depth. Using the example above, I would not recommend sending out an article that only discusses why they should take your herbal supplement to lose weight. Consumers will view it as a sales piece and not take the advice seriously.
4. Do Not Under Sell
Your lead nurturing content still need to highlight the attributes of your product or service otherwise it is not doing its job. To effectively nurture a lead there should be 20% to 25% of the entire copy that directly references benefits of your product or service.
You can discover more lead nurturing tips that are specific to B2B customers in my earlier post on How to use lead nurturing content to convert more B2B customers. Lead nurturing can be a powerful revenue generating tool if it is done right.