How to use Lead Nurturing to generate results?
Posted: Mon Dec 23, 2024 5:00 am
When we talk about lead nurturing, we are talking about a strategy that will strengthen the brand's relationship with its customers through relevant content. Or, it will attract new customers to establish a relationship that will generate share of mind and, depending on the stage that this prospect is in within the buying journey, at the right time this share of mind turns into market share. In other words, as your brand or business is remembered, you gain market share!
Lead nurturing can be done through a knowledge trail where emails with relevant content are sent or through subscription to a newsletter, among others. The formats are usually strategically thought out in the planning stage and tested throughout the periods of campaigns and marketing actions.
The nutrition bases as well as the content that will be sent are different but with the same objective: to nourish and relate.
How does Lead Nurturing generate results?
The first step to generating results in lead nurturing is to segment whatsapp mobile number database free download the base according to the stage of the purchase process that your lead is in. For example: if the lead is still in the learning phase, there is no point in sending content with the solution, since he or she has not yet identified that he or she needs your product or service. Likewise, it will not be relevant for the customer to receive subjective and comprehensive content, which characterizes the learning phase, if he or she has already realized where the bottleneck is and is already looking for the solution.
Segmenting your lead base is key to targeting your content. A well-nourished base with the right content can generate great sales opportunities. To achieve this, study, research, testing and even some adaptations are essential.
Offering the right content at the right time is the motto of relevance!
We previously talked about emails and newsletters, but landing pages are also important tools for your lead nurturing strategy. They help you understand what is relevant and at what stage of the buying journey your customer is.
They are usually developed with content summaries that, to be further explored, the lead must fill out a form. This is when segmentation begins. Here is a note: for this form, you need to ask the right questions that will help you segment this base.
Offering completely free content, without the person even having to fill out a form, is another way to nurture. To do this, you must monitor your networks and communication channels. For example: you make a post and the internet user interacts with a like, comment or starts following your company on the network where the post was made. In this monitoring, you follow the person who interacted. This “following” also has its strategies.
Nutrition and Social Media Interaction Suggestions
Just liked it? – Go to the profile and send a private message with something like: “We saw that you liked our post about “x” subject. We are happy with your interaction.”
Did you follow us? – Follow us back and leave a message, also privately – “I’m glad you’re following us, welcome. I hope you like our content. We’re following you too so we can exchange ideas and experiences.”
Did you leave a comment? – Respond according to what was commented.
See, these are just ideas to illustrate this interaction; they are also a way to nurture in a format other than LP, Newsletter or emails. It's not a script, okay? After all, each business has its own profile and language.
In general, this interaction with customers makes it easier for them to find the products and services that your company offers. Share of mind is a consequence of this relationship nurtured with relevant content that in turn demonstrates authority on the topics, generating credibility when choosing a company when making a purchasing decision.
How does the relationship generate results?
When there is interest in the subject posted, social media engagement can be used in an integrated manner in the strategy, moving to another stage of communication, establishing more direct contact via email or other channels.
Share of mind is one of the great results of content marketing as a tool within relationship marketing, which leads the consumer to decide to buy your product or choose your company as a service provider. You are present by bringing solutions and knowledge to your customer.
This communication and nurturing channel should always be open and free for the customer to come and go as they please. In other words, in an email trail, for example, a good practice is to always have the option to “unsubscribe from receiving the email”. In this case, you place the lead in another database, respecting their decision. This respect keeps the door open for the day that this customer looks for a solution again that, by chance, is within your business’ reach, and they will certainly remember your company.
To evaluate the results, some metrics are used , such as engagement, the number of followers or the increase in your lead base, among others. Believe me, the interpretation of the vanity metric varies depending on the way the numbers are analyzed.
Lead nurturing can be done through a knowledge trail where emails with relevant content are sent or through subscription to a newsletter, among others. The formats are usually strategically thought out in the planning stage and tested throughout the periods of campaigns and marketing actions.
The nutrition bases as well as the content that will be sent are different but with the same objective: to nourish and relate.
How does Lead Nurturing generate results?
The first step to generating results in lead nurturing is to segment whatsapp mobile number database free download the base according to the stage of the purchase process that your lead is in. For example: if the lead is still in the learning phase, there is no point in sending content with the solution, since he or she has not yet identified that he or she needs your product or service. Likewise, it will not be relevant for the customer to receive subjective and comprehensive content, which characterizes the learning phase, if he or she has already realized where the bottleneck is and is already looking for the solution.
Segmenting your lead base is key to targeting your content. A well-nourished base with the right content can generate great sales opportunities. To achieve this, study, research, testing and even some adaptations are essential.
Offering the right content at the right time is the motto of relevance!
We previously talked about emails and newsletters, but landing pages are also important tools for your lead nurturing strategy. They help you understand what is relevant and at what stage of the buying journey your customer is.
They are usually developed with content summaries that, to be further explored, the lead must fill out a form. This is when segmentation begins. Here is a note: for this form, you need to ask the right questions that will help you segment this base.
Offering completely free content, without the person even having to fill out a form, is another way to nurture. To do this, you must monitor your networks and communication channels. For example: you make a post and the internet user interacts with a like, comment or starts following your company on the network where the post was made. In this monitoring, you follow the person who interacted. This “following” also has its strategies.
Nutrition and Social Media Interaction Suggestions
Just liked it? – Go to the profile and send a private message with something like: “We saw that you liked our post about “x” subject. We are happy with your interaction.”
Did you follow us? – Follow us back and leave a message, also privately – “I’m glad you’re following us, welcome. I hope you like our content. We’re following you too so we can exchange ideas and experiences.”
Did you leave a comment? – Respond according to what was commented.
See, these are just ideas to illustrate this interaction; they are also a way to nurture in a format other than LP, Newsletter or emails. It's not a script, okay? After all, each business has its own profile and language.
In general, this interaction with customers makes it easier for them to find the products and services that your company offers. Share of mind is a consequence of this relationship nurtured with relevant content that in turn demonstrates authority on the topics, generating credibility when choosing a company when making a purchasing decision.
How does the relationship generate results?
When there is interest in the subject posted, social media engagement can be used in an integrated manner in the strategy, moving to another stage of communication, establishing more direct contact via email or other channels.
Share of mind is one of the great results of content marketing as a tool within relationship marketing, which leads the consumer to decide to buy your product or choose your company as a service provider. You are present by bringing solutions and knowledge to your customer.
This communication and nurturing channel should always be open and free for the customer to come and go as they please. In other words, in an email trail, for example, a good practice is to always have the option to “unsubscribe from receiving the email”. In this case, you place the lead in another database, respecting their decision. This respect keeps the door open for the day that this customer looks for a solution again that, by chance, is within your business’ reach, and they will certainly remember your company.
To evaluate the results, some metrics are used , such as engagement, the number of followers or the increase in your lead base, among others. Believe me, the interpretation of the vanity metric varies depending on the way the numbers are analyzed.