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La “lead nutrition” or “lead nurturing” It is an inbound marketing technique, through which the prospect is accompanied from the beginning of their buying process and until closing (or even later, when they have already become a customer). How? Sending you valuable content, which contributes to your learning and growth, In exchange for data that serve the company to continue nourishing the lead.
What are the keys to a successful lead nurturing strategy? What should you consider to put it into action? Based on my experience designing nutrition flows for extended sales cycles, I share the basic steps with you.
Step by step: how to ensure the success of your lead nurturing strategy
a) Know your audience
The key to success lies in knowing who you are addressing. Fully understanding your leads will give you a great advantage both in terms of marketing and sales.
The famous buyer people (representation of your ideal customer, designed based on market research and real data about your current customers) will be a great ally. A good nutrition strategy needs to know who you're talking to to make sure your needs are met.
b) Enrich profiles progressively
You have very valuable information in your hands and you don't even know it; it's never been easier to gather data about those who visit your website and download your content.
Enrich these profiles by collecting necessary data about your leads it will allow you to have a much more focused and personalized message, to increase interactions and with them the rates of qualified leads.
This is how an automated lead nurturing flow is configured in InConcert Marketing
d) Create Valuable Content
Don't forget that the most important thing is to give your users a good experience and this starts when they find you in search engines. Content marketing will help you strengthen your relationship with leads, therefore, these contents must be relevant, attractive, timely, that incite conversation, and above all of their interest.
Exchanging content for data is another of the great marketing strategies in which both parties win. It offers ebooks, webinars, infographics, guides and any content that contributes to their training and growth in the subjects that interest them most, to make it much easier for them to agree to give you their information.
e) Establish clear objectives
The first thing you should do before starting with a lead nurturing campaign, and any type of campaign in general, is Define your objectives. If you don't have a clear goal you want to achieve, you'll never know if you're on the right track or not.
With a good lead nurturing strategy, you can identify which contacts in your database are ready to make the purchase. And at the same time, to ensure that those who are not ready to buy receive valuable and timely information to help them in their decision, regardless of the objectives against which you decide to measure effectiveness.
f) Test, measure, analyze and optimize
Never take it for granted that what you are doing is perfect, because there is always room for improvement. With every contact you have programmed in your automation, you can learn something new.
Always test new content, images, banner designs, button designs, CTA, even titles and email subjects, to find out which one works best. A good lead nurturing strategy can have a positive impact on your marketing and sales objectives in a truly profound and lasting way.
To manage a good lead nurturing strategy, you'll need a good approach, reliable technology, and a process that coordinates actions from start to finish.
The 10 tips that helped me start nurturing leads flawlessly
Before I finish, I would like to share with you these simple tips that helped me and will undoubtedly help you:
1. When in doubt, ask, remember that you earn more by solving doubts than walking around blindly.
2. Trial and error is the best way to achieve your goals.
3. Be tidy, keeping your databases up to date will help you segment much better.
4. Don't take it for granted that your strategy is perfect, learn and improve.
5. Your leads are your best source of information.
6. Metrics are important, analyze your results and implement new strategies based on them.
7. There are no rules that determine how a lead nurturing strategy should be done. Adapt your knowledge to the needs of your product or service and above all to your customers.
8. Think first of the customer than of yourself, you will get better databases of leads that managed to connect significantly with your brand.
9. The possibilities are endless, you'll be able to segment your campaigns more efficiently, as you gather more information.
10. And finally, it's normal to be afraid, we all sometimes face new projects that seem to have no feet or heads. Investigate, investigate, investigate. Life itself is a constant learning process, and our work is no exception.
I hope this quick beginner's guide will help you dive into the world of Lead Nurturing. Remember that a relationship that you want to keep for the long term, and even for a lifetime, is not built overnight, it needs time, effort and dedication.
