How To Get Clients With Lead Nurturing Strategies?

Lead Nurturing

If you want to know how to get customers and boost sales of your business through the online channel strategy Inbound Marketing, including techniques lead scoring and lead nurturing, you’ve come to the post indicated.

Lead Nurturing: what it is and how it helps you close sales

The lead nurturing (or culture leads ) is a strategy of Inbound Marketing based on everything related to the analysis and understanding of the different stages and needs that passes a  business opportunity ( lead ). On the Internet, where the client has become more capricious and demanding, and where it may take months for the user to decide to make the final decision, you must ensure, while the tedious process lasts, of keeping you ‘hooked’ to you through periodic communications quality.

This strategy will save time to the sales department since when you classify the leads and encourage their learning through quality content, you will stop wasting time on opportunities that do not go anywhere. The objective is for the sales departments to focus on the opportunities that will really generate a future sale.

The Lead Nurturing is a maturation process leads. Or what is the same, process of conversion of contacts in clients? His companion inseparable battles is the Lead Scoring, consisting of a sorting technique leads with which these are categorized by demographic profile, their degree of interest and other interesting for the company variables, as may be their degree of affinity The Buyer Person or ideal client.

A large part of the leads that are captured does not become customers. Given this, the Lead Nurturing technique offers the user personalized content and assets that make it advance through the sales funnel. You may wonder what kind of content to offer, well, this will depend on the stage of the Buyer’s Journey or purchase process in which the lead is:

Phase 1 of the sales funnel

In the upper stage of the conversion funnel, we find IQL ( Information Qualified Leads), which are contracts that have only shown interest invaluable information, not product. A lead of this type is a possible client, that even though he has left us his data, he is far from making the purchase decision.

This happens in the stage of recognition, in which the user does not seek the purchase, simply is interested in the subject dealt with by the brand, which will gradually be considered an expert in the subject or sector.

At this point to help advance the user through the funnel, TOFU contents (Top of Funnel) are needed, such as blog articles, infographics, and webinars. For example, a post on the blog whose subject is the Inbound Marketing methodology.

Phase 2 of the sales funnel

In the second phase of the funnel, the leads are MQL ( Marketing Qualified Leads). These contacts are already more mature and have shown interest repeatedly downloading content from the company. In addition, they have already begun to show interest in the product or service. Therefore, it is the ideal time for them to receive MOFU content. These oriented to the middle of the funnel can have different formats such as ebooks, whitepapers, catalogs, testimonials and success stories. For example, an asset that answered the question: “opinions of the Hubspot Software for Inbound Marketing”.

Phase 3 of the sales funnel

At the end of the funnel is where the qualified leads for sale, ie the SQL (Sales Qualified Leads). These are the potential customers who have requested to be contacted in order to deepen and evaluate the product/service with the help of an expert.

This is the opportune moment to send demos, tests, and newsletters to your inbox.

With basic data about the user, the Lead Nurturing machinery can be started up. These user data can be extracted in various ways to carry out an email marketing strategy that nurtures them. For example, you can obtain information from the user through your blog subscription, landing page forms, the download of a specific offer, etc.

It is about qualifying leads throughout the Lead Nurturing process. That is, to obtain more information about the user turned into a hot lead and willing to fill in more fields in a form in exchange for valuable assets. In this way, by having more information, the Lead Scoring takes on new meaning to assess the lead and determine what is the next step in the Lead Marketing strategy.

The closing of the sale

Thanks to the classification and qualification of the leads, the commercial or business development department will be able to focus the shot. Instead of investing your time in routine or ineffective tasks, you can focus on directly contacting those real opportunities to generate sales. How to get close sales? Through the qualification and segmentation, analyzing the behavior of the user.

In addition to converting a lead into a client, Lead Marketing techniques also allow for loyalty. The Lead Nurturing tries to create stable relationships with the client, accompanying him throughout the purchase process. At the bottom of the conversion funnel, when the lead is a SQL, you can get more performance with up-selling and cross-selling techniques.

Another advantage of selling with Lead Nurturing is that highly measurable and scalable techniques are used. So it will be possible to get sales more quickly and make the sales process more effective and profitable.

3 reasons why I should start cultivating my leads with Lead Nurturing techniques

1- Enter the first contact

It is very important to establish the first contact as quickly as possible (the user has asked for information, and it is a hot lead, do not let it lower your interest one iota). A study conducted by showed that between 35-50% of all sales are made by the seller who answers a question first.

Another reason why contact should be made as quickly as possible is that the interest level of the lead decreases as it gets older. That is, the longer it takes to capture the lead, the harder it will be to retain it.

2- Stay at the Top of mind

The Lead Nurturing lets you build confidence in your users. People only get involved with the companies they know. In short, with the companies that generate confidence. The first time someone visits your website, the actual probability of becoming a customer is very small. The Lead Nurturing is an opportunity to prove you’re an expert in your industry and methods of recruitment.

3- Know your leads.

A very powerful tool to know and cultivate leads is email marketing. What features or products are you interested in? Which part of the web do you visit the most? Through generating valuable content and identifying the specific needs of each opportunity, you can classify your leads and prepare them to buy.

Similarly, you can learn more about your leads by own newsletter of lead nurturing. Segmenting your email marketing campaigns will allow you to create a much more effective and fluid communication between company and user. According to a study, the emails Segmented get 50% more clicks. Take the opportunity to segment your leads.

What steps to take to get loyal customers?

We develop Lead Nurturing processes with the aim of fostering a personalized relationship with your leads, which in the future, leads them to decide to become customers of your company. The key is to put the view in the medium-long term to be able to launch personalized actions that transform users into clients and clients into prescribers.

While it is true that the road to selling is different for each industry, in a generic way, I want to show you the steps necessary for business opportunities to turn into sales. While some products and services require shorter circuits, others require a complete maturation process:

The first step, a welcome to the height of the lead: without a doubt, the reception of a new lead is the key moment to offer you new valuable content. Like what? Some good ideas for the occasion are posts related to the topic for which you have shown interest or a specific ebook on that subject. Keep reading

Make lead scoring to focus sales: before starting to send emails it is essential to make a classification of your database. A good way to do it is based on the user’s adaptation to your target, their degree of interest and the stage of purchase in which they are. How to know? Analyzing the pages you visit, the assets you download and/or the information you demand. How to classify them? Giving each lead a score based on the variables discussed.

Customization of the offer to get customers: once the type of leads of the company has been defined, it is essential to determine what content will be offered to each of the determined segments.

Start up your Lead Nurturing strategy: establish an automated email marketing process in order to get closer to the contacts in the database at the time of purchase.

Enrich the customer’s experience and lead him: once you manage to convert your potential client into a buyer, he goes on to the next level. You have to take out all your arsenal to be able to enrich your experience and enhance your loyalty. Automating your lead nurturing campaigns is a great way to maintain engagement when a lead has already taken the step of interacting with you. And if, on the other hand, that lead has stopped visiting your website or reviewing your offers,  lead nurturing is a good way to refresh you are still there for what you need.

The power of the Lead Nurturing strategies lies in the complete management of the sales cycle: from the first visit of the user, its conversion to lead and later to SQL, until the moment of closing the commercial transaction. All with the aim of converting that anonymous user who first entered the web, into the brand’s ambassador. How to do it? Through workflows or configurable process flows with automation tools that the Inbound puts within our reach:

  • Landing pages, CTAs, and forms.
  • -Email marketing campaigns depending on the Buyer’s Journey of each user.
  • Other digital marketing actions to complement them such as retargeting or managing social networks.

The Lead Nurturing as part of Sales Automation

To get sell with Marketing Automation tools and Lead Nurturing processes the technology or marketing tool used is important, but it is much more the strategy. The planning process prior to closing the lead is essential to get sell efficiently. Before starting automation and give the “on” the Nurturing, ask yourself:

  • What’s up with the hot leads? Who takes care of them? When are they attended?
  • What opportunity cost exists to get a sale closed?

This is the information and metrics that will help you to put the light with the strategies of Lead Marketing and with the inbound campaigns in general. From there, establishing personalized processes based on the needs of the clients and obtaining a higher qualification of them, you will walk towards the success and profitability of the actions you carry out.

For lead nurturing and scoring techniques to give the expected results, it is necessary to classify the database based on 3 criteria:

– The adaptation of the lead to the Buyer Person of the company.

– The knowledge of said user about the organization itself.

– The phase of the purchase process in which it is.

From this classification, you can start the email marketing machinery. How? With a chain of emails that serve to educate the leads and make them advance in the funnel to become customers.

As is logical, the chain of emails must start with more generic content, which may be of interest to most recipients. For example, a list of most read posts on the corporate blog.

Next, the messages sent should focus on promoting brand awareness and introduce the user to the purchase process. That is, explain what benefits your brand has with respect to the competition and the products you have by sending catalogs, customer ratings, etc.

Finally, once the lead is at the “boiling point”, send more focused emails to the sale. For example, you can send a special promotion or free demo to encourage sales.

A successful Sales Automation strategy needs the collaboration of the marketing and sales departments. It is essential to row all in the same direction in order to offer the user what he really needs to advance through the funnel.

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