Generating leads is good, converting them into customers is better. To do this, implementing a lead nurturing strategy is essential .
What is lead nurturing? What does it need to work? How to set up successful lead nurturing campaigns? This is what we will cover in this guide on lead nurturing. So that you have all the keys to consolidate the trust of your leads.
What is lead nurturing?
Lead nurturing , by definition, is the practice of “nurturing” your leads. Other terms sometimes used include “nurturing,” “breeding,” and “incubating.” Despite their diversity, all of these terms mean the same thing.
Lead nurturing is therefore a process that aims to maintain a marketing relationship with prospects . In particular those who are not yet considered qualified to be converted into customers . This relationship involves, among other things, sending relevant content in relation to their purchasing journey and their needs, using CRM .
In other words, lead nurturing helps move prospects through the sales funnel . As a reminder, the sales funnel refers to the path taken by customers . From their first interaction with the company to the purchase of the product with the highest value.
The lead nurturing strategy intervenes throughout the sales cycle. With increasingly “specialized” content. From their first contact with your company, you must launch the lead nurturing campaign . In order to bring your prospects to enter the conversion funnel. And therefore, to become customers .
The objectives of lead nurturing are therefore multiple depending on the prospect’s progress in the purchasing process. The content sent to them is intended to convince them or to reinforce their purchasing decision.
Lead nurturing is a more or less long step. Indeed, each prospect has a different purchasing journey . Some decide quickly, while others need more thought. In all cases, lead nurturing is a step in the overall inbound marketing strategy .
However, lead nurturing by definition is only effective in the medium to long term. It must therefore be accompanied by other customer relationship management methods to demonstrate its full effectiveness.
What does lead nurturing rely on to work?
#1. Lead scoring
To be able to send relevant content to your prospect, you need to be able to identify their qualification level . That is, you need to know where they are in the sales cycle . Are they about to buy? Do they need more information to make up their mind?
To know the level of qualification of a prospect , it is necessary to set up a lead scoring strategy . Lead scoring consists, as its name suggests, of assigning a score to each prospect. Depending on the actions he performs during his purchasing journey, he accumulates points. The more points a prospect has, the more he “mature”.
This number of points therefore triggers various scenarios. For example, from 20 cumulative points, a member of the sales team can contact the prospect. Each company defines its own points scale. Lead scoring should help you analyze each prospect and categorize them in order to trigger the right scenario.
#2. Content strategy
Lead nurturing is inseparable from a content strategy . Indeed, the entire process is based on the relevance of the content sent to leads.
Content needs to become increasingly “ specialized ” as the prospect moves through the buying journey. A sales cycle is typically broken down into 3 stages, each with its own specific content:
- Discovery phase : the topics of the content are general.
- Evaluation phase : the content sent aims to help the prospect compare the various solutions available to them.
- Decision phase : The content of the email campaigns should serve to convince the future customer that they should do business with your company.
To be effective, the content strategy must have the right timing. If a 3rd phase content is sent to a prospect at the beginning of the journey , it can be counterproductive. To know who to send what type of content to, lead scoring is a good tool.
#3. Marketing automation
For an efficient lead nurturing strategy , you must use automation. Indeed, using marketing automation software represents a considerable time saving.
Marketing automation will save you, for example, from having to count the lead scoring of each future customer yourself. And from manually sending the appropriate scenario based on a particular action.
With a marketing automation solution, you can define which action triggers which scenario . Once properly “calibrated”, your campaign runs by itself.
In addition, using marketing automation is much faster. As soon as the action is performed, the scenario is triggered. For example, after entering their email , a future customer receives an email within minutes. No need to wait for one of the salespeople to be available to do it.
Marketing automation strengthens the relationship between future customers and your business and allows leads to be supported throughout the purchasing process.
#4. Inbound marketing
Successful lead nurturing is inseparable from an inbound marketing strategy . Indeed, as we mentioned, lead nurturing is a step in the overall inbound marketing strategy.
By definition, inbound marketing consists of bringing the customer in rather than going to get them. This is also the basic principle of lead nurturing , which consists of building a relationship of trust with the future customer . And supporting them throughout their journey. A method opposed to outbound marketing , which is often considered too invasive/aggressive.
For these two tools to work together, three fundamentals must be respected:
- Identify the different types of leads (qualified leads / unqualified leads)
- Classify leads according to their maturity
- Adapt communication channels and content according to the type of leads
By following these principles, your lead nurturing will fit perfectly into your inbound marketing strategy.
10 tips for implementing an effective lead nurturing strategy
1. Practice segmentation
To make content relevant to leads, you need to segment your prospect lists . According to several studies, 75% of prospects are more likely to open emails from segmented campaigns.
Segmentation involves dividing leads into different groups based on specific criteria. For example, this could be:
- Advancement of leads in the sales funnel
- By creating a buyer persona (i.e. an ideal target customer profile)
- Depending on the product/service range
The more precise your segmentation, the more effective lead nurturing can be.
2. Set up multi-channel lead nurturing
Previously, a lead nurturing campaign was exclusively about sending generic emails to a list of leads. But with the evolution of communication methods, this method is outdated. Moreover, according to several studies, it was not very effective since the email opening rate was only 25.85%.
Now, thanks in particular to marketing automation , it is quick and easy to set up a multi-channel strategy . That is to say, this strategy combines automation, email campaigns , social networks , etc.
However, for it to work, the teams, particularly sales and marketing, must be perfectly aligned.
3. Establish various points of contact
As we have mentioned, each future customer has a different purchasing journey . But even if its duration varies, it is punctuated on average by around ten possible points of contact. Between the moment when he arrives at the beginning of the sales funnel, until the moment when he becomes a confirmed customer.
To help the prospect progress in the sales cycle , it is therefore necessary to set up multiple points of contact . In addition to emails , you can use blog articles , white papers , interactive calculators , etc.
4. Follow up at the right time
Several studies prove it: contacting a customer quickly increases the chances of converting them . But all too often, companies do not take this element into account. However, this would multiply by 9 the chances of getting a prospect into the purchasing cycle. Or that they become a qualified lead.
A timely call is still the most effective way to convert a prospect into a sales opportunity.
5. Personalize emails
Email campaigns remain the most effective lead nurturing method . Provided you ensure the personalization of messages . In fact, personalized emails are 26% more likely to be opened . And they can generate up to 6 times more profit. An important element to take into account when setting up your lead nurturing.
There are many ways to personalize emails: when the customer performs an action, when they click on a link, etc. The best emailing software allows you to semi-automate and script this personalization.
6. Qualify prospects
For a lead nurturing strategy to be as effective as possible, you need to know the level of qualification of the leads . In particular, to know whether they are qualified leads or not.
This involves setting up lead scoring . This tool allows you to know where your prospects are at. And therefore to know what communication strategy you need to implement . Good lead scoring improves lead nurturing, which increases the conversion rate. A point that should not be overlooked.
7. Provide added value to prospects
It’s all about content . Your content must be relevant , interesting and it must offer added value to your leads . You must exceed their expectations to capture their interest and surprise them. For example, you can:
- Pass on your knowledge to your future client so that they can increase their skills.
- Show him how your products/services will help him save money.
- Provide him with testimonies so that he can project himself
You need to pay special attention to your content . It is what fuels lead nurturing.
8. Sort the subscriber base
To avoid your email campaigns ending up in your contacts’ spam box, sort them out . Your contact list must be updated regularly . In order to check that the addresses are still the right ones , or that people are still interested.
Delete any contact who has not opened a single one of your campaigns over a certain period (3/6/9 months for example).
9. Use automation
Once you have gathered enough information about your prospects , you can set up automation . The turnover of companies using marketing automation for lead management increases by 10%. And this within 6 to 9 months.
With predefined scenarios that are triggered based on a specific action , your prospect progresses through the sales funnel . The scenarios should be based on each buyer persona profile in order to be more effective. They should also take into account the prospect’s position in the sales cycle.
10. Optimize collaboration between teams
As we mentioned, for successful lead nurturing, the alignment between sales and marketing teams must be perfect .
It is important to clearly define everyone’s responsibilities and objectives . For example, knowing when marketing teams should give way to sales in the sales cycle.
Through alignment, it will be possible to establish an effective maturation process. Which will increase the conversion rate , and therefore transform your leads into paying customers .
FAQ – Lead nurturing
What are the key elements of lead nurturing?
For successful and effective lead nurturing , you need to focus on 3 key elements:
• Managing your contact list : the better you know your contacts, the better your lead nurturing will be.
• Segmenting contacts : to best personalize content, you need to divide your contacts into groups according to specific criteria.
• The purchasing journey : by dividing the journey into 3 stages ( Discovery / Evaluation / Decision ), you will be able to better personalize content.
By paying attention to these elements, you will be on the right track to setting up effective lead nurturing.