Improve Your Conversion with Lead Nurturing
"Management is about arranging and telling. Leadership is about nurturing and enhancing." (Tom Peters)
What is Lead Nurturing?
Lead nurturing is sales process which is focussed on supporting 'qualified leads' in the early stages of the sales process.
These are prospects who are highly likely to buy - but not just yet. Studies indicate that these prospects will generally proceed to conversion over the next 24 months - either with your business or that of a close competitor. Lead nurturing seeks to build trust and brand preference - so your business is the chosen supplier when a purchase decision is finally made.
The Art of Lead Nurturing
Lead nurturing is both an art and a discipline.
Lead nurturing is never about 'new leads'. It is about engaging existing leads with kind assistance and timely information. A 'sale' should be viewed as a journey. Be sensitive to the needs and concerns of your prospects. Work to serve them better. Build your brand reputation upon the genuine desire to help others succeed.
Educating Qualified Leads
In many ways, lead nurturing is an educational process.
During the buying process, work to help clients learn more about your products or services and the solutions they provide. It is an opportunity to share and advise. Make use of relevant content - with the intention to 'inform not sell'. This will greatly assist their purchase decision process. Include helpful, educational information throughout your communication outreach: in your printed collaterals and company blog. Offer free ebooks, infographics and online product or service demonstrations.
An Overview of a Lead Nurturing Elements
Lead nurturing consists of 3 main goals: maintain communication (with permission), provide education and solutions and monitoring of the future customer within the sales process. As you 'get to know' the individual customer - be receptive to signals. They may need 'space' for review, information to understand or indicate a readiness to actively engage and purchase.
5 Steps to a Stronger Lead Nurturing Program
1. Know Your Target Audience
Every business must seek to find and understand their target market. Understanding your 'qualified' buyer is the surest path to marketing success. Continually refine your customer profiles. Review your losses - why did certain prospects not convert?
2. Reflect closely upon your Customers
What has motivated your present customers to conversion to your business?
What elements of marketing have been the most effective?
Take the time to consider 'why' customers have trusted you with business. A clearer understanding of what has worked best will help fine tune your lead nurturing campaign.
3. Troubleshoot your Conversion Process
What is your ideal customer experience? Define your lead nurturing strategy to support your buying process. Customise your lead conversion strategy to address potential roadblocks to buying.
4. Design your Strategy
Start with an end goal - implement a lead nurturing process, make revisions and document it. Focus closely upon target audience and tailor your process to meet their needs. Integrate your communications to transmit a consistent message that is helpful and 'on brand'.
5. Maintain Communications
Take the time to develop a sensitive lead nurturing campaign. The more accurately you understand your buyers and detect potential 'barriers to conversion' - the more effectively you can address the needs of your prospects. Implemented effectively, lead nurturing is a mid term strategy that will enhance profitability and strengthen your brand.
Roundhouse is a full service creative agency. We have over 20 years of professional brand design and brand management experience. We can help you fine-tune your conversion process with a tailored lead nurturing campaign. Let Roundhouse help you grow your brand and your business with our creative range of media solutions.
Roundhouse is a full service creative agency.
Have a listen to our sound design work here.
If you enjoyed this reading this article, you may also enjoy the following: