Are you one of those people who easily take “No” as an answer?
Do you feel that maintaining a relationship with leads who initially refused your service/product will make them perceive you as pushy or obnoxious?
Do you think that once you have sold your service/product, your job is done and you don’t need to follow up with your clients ever again?
If your answer to all three questions is “Yes”, let’s just pause here for a moment.
What is Lead Nurturing?
Lead Nurturing is probably the most important practice that any business should consider. By definition, it is the process of developing and maintaining a relationship with (potential) clients at every stage of their journey as (potential) buyers.
Even if a lead does not become an immediate client, continuing to build a relationship can result in getting a loyal and prospective customer at one point. Focusing your marketing strategies on Lead Nurturing can turn them into clients in almost 50% of the cases.
That’s a significant percentage, don’t you think?
What are the most effective Lead Nurturing strategies?
Lead Nurturing can take up time and effort. In some cases, you need to keep the hard work going for several months or even a year or so to see the first results.
However, don’t get discouraged.
The core of it lies in constantly addressing common questions and concerns. This type of quality Lead Nurturing results in a conversion, customer loyalty, higher revenue, broader brand awareness, and so many other advantages.
It will all be worth it.
Let’s sum up important strategies for quality Lead Nurturing:
- Targeted content;
- Multi-channel nurturing;
- Timely follow-ups;
- Creating your contact list.
So how about you ruminate, while we illuminate the possibilities?
1. Not everyone fits the mold.
The Digital era has significantly influenced the amount of information and its flow. It is getting harder and harder to be front and center of the lead’s mind, let alone tailor content that will grab and hold everyone’s attention.
Filter your leads through different engines such as LinkedIn search and Sales Navigator. Cluster them based on their interests, professional goals, marketing triggers, or any other criteria that you find significant for your outreach. Then, make sure to send out content that feeds their curiosity or serves their business objectives. Talk to them in a language “they can understand and want to hear”.
For example, if you speak to someone new to a certain topic, it is important to introduce them to it, send educational and “getting started” material.
However, in case you are reaching out to an experienced lead, focus on sharing tips, tricks, different pointers on how to further improve their business.
Strategically nurturing your leads increases the likelihood of them becoming prosperous and loyal clients.
And this is what we all want, isn’t it?
2. “Attack” from all sides.
Jokes aside, nurturing leads by sending impersonal emails and messages is such a passé. Nowadays you have an entire set of platforms from Sales Engagement Tools to Social Media at your disposal, all of which can be hyper personalized and attention-grabbing.
This is where Sales Engagement Tools come in handy, especially Skylead that offers a plethora of channels such as LinkedIn Message, InMail, and Email, all of which are perfectly personalizable and useful for reaching out and nurturing your leads. It is always better to have different options at your disposal and choose channels that your potential clients prefer.
3. Stay “real”.
Automation Tools adjust campaigns in real-time.
Following up promptly keeps your leads engaged and your brand on top of their mind. Choosing the right moment to hear back from you is the best way to nurture their excitement and remind them of what you can offer.
As much as it seems obvious, many businesses fail to adjust campaigns in real-time and follow up after the first contact. You can solve this by using Lead Generation Tools that have an option of the date and time of the follow-ups so that you stay on top of your outreach.
4. Tailor-made outreach closes the deal.
Did you know that over 50% of clients switched from one business to another at least once due to the lack of personalization?
In a world where automation started to result in generic and impersonal outreach, personalization helps differentiate from your competitors and connect to your future leads and/or clients on a higher level.
Additionally, handling such a vast number of leads on a daily basis, guiding different campaigns and/or conversations at the same time, following at what stage each Lead Nurturing is, can be quite challenging and unmanageable manually. Having the option of automating this process and still hyper personalizing is a win-win combination.
5. Let leads come to you.
Here’s an idea!
Organize webinars or different online events where you would get the chance of collecting your participants’ email addresses. Create CSV documents that you can later use in your automated and hyper personalized campaigns. Stay in touch with leads that showed interest in your business, product, and in what you had to say. They are your potential future clients.
Also, for example, once you throw an online meetup on LinkedIn, your company page will show up on top of your participants’ profile feed. It is an excellent way of making your brand constantly present in your potential client’s mind. Not to mention how much money your business will save just by not needing to invest in sponsored ads.
Oh yes, one last thing – Know When To Stop (or Not)!
Defining when a lead is considered “dead” is pretty individual.
Some companies call it off after one or several months of reaching out, some wait until they get messages such as “Please stop contacting me”, “Unsubscribe”, “Please stop reaching out”, “I am not interested”, etc. So yes, as much as you care about nurturing your leads, respect their decision not to do business with you.
On the other hand, some companies consider that a lead is never “dead”. They keep nurturing it sporadically or little by little with, maybe, an email in a month or two, or even in a year. The point is that they never completely quit on a lead. Any contact that they obtain is a potential client, even if it will take several years for the actual conversion.
So, what are you waiting for? Now when you know all of this, go and conquer those Lead Nurturing strategies!