Do you need to convert more leads into customers? then what you need is a lead nurturing or lead nutrition strategy to work on your contact base.
Did you know that most of your leads are not ready to buy from you now? and that passing them on to the sales team will only make them waste their time on prospects with little interest, plus you'll be burning your contact base very quickly. Take a look at this data:
You did not know? So what you'll learn in this article, we'll explore what lead nurturing is and how you can implement it effectively to maximize your conversions and achieve sustainable growth. Let us begin!
When we generate contacts through forms on websites, chatbots, subscriptions or even when we collect data in physical forms that we later take to a CRM, what we should always do is enter them into automated marketing or marketing automation processes.
Then, content of interest must be sent to help them "mature" and thus be able to identify how ready they are to buy our products or services or at what point in the purchase journey (buyer journey) they are.
In inbound marketing, we call this process lead nurturing or lead maturation.
Lead nurturing refers to the process of building a strong, ongoing relationship with prospects from the moment they show interest in your product or service until they are ready to make a purchase. It involves nurturing prospects with relevant, personalized content at each stage of the sales funnel, allowing them to naturally move toward conversion.
This is where lead nurturing appears, the process where you can start using tactics to convert prospects into customers.
If you've built the forms right and asked the right questions, you should be able to start an automated flow that sends information to the database in a segmented way, where you invite those prospects to take a next action like:
The lead nurturing or lead maturation process helps you maintain or increase interest in the product or service and also feeds your database with information.
Remember: It generates a natural and automatic filter between those people who are really interested in your service and those who are not.
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A nurturing flow can have one or more steps and take place over periods of hours, days, or weeks, depending on your buying process and decision cycle. Likewise, it allows you:
Nurture flows are executed, as i mentioned, through marketing automation techniques that can include email marketing, smart CTAs, chatbots, and lead scoring.
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Although a CRM or technological software is essential to carry out these automation processes, the strategic vision that allows cultivating, educating and nurturing users who showed an initial interest until they become clients is much more important.
In short, lead nurturing is a powerful strategy that will allow you to nurture and convert prospects into loyal customers. By implementing content segmentation, automation, and personalization, you will be able to build strong relationships with your prospects and increase conversions. Remember to constantly measure your metrics to adjust and improve your lead nurturing strategy. Get started today and experience sustainable growth for your business!
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