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What is lead nurturing?

Lead nurturing is an automated process that involves sending personalized and relevant content to potential and new customers at every stage of the buyer journey.

When a person visits your website and shares information about themselves through a form, chatbot, email, … it becomes a qualified lead. Lead nurturing campaigns help marketers build relationships with (potential) customers from the moment they first come in contact with your brand to the moment they are a frequent repeat customer.

Lead nurturing campaigns need personalized content because you are approaching each potential customer individually. By publishing content that addresses the needs and wants of your customer database, you can help solve their problems and ultimately build long-term relationships that turn into sales.

Don’t get us wrong. Nurturing is rarely about immediate sales. It’s about building a valuable and meaningful relationship with your target audience at every stage of the customer journey.

How does it work?

Lead nurturing works because it gives (potential) customers a personalized tour of your brand and what solutions it can provide for them. As a marketer, it allows you to come across as the ideal guide to your brand, share your stories and invite them to be a part of your beautiful story. For customers who are already settled, nurturing campaigns are a reminder that they are a part for your company’s ever-growing story, a new chapter with more solution is just up for grabs.

Lead nurturing, what does it do?

Lead nurturing allows marketers to build relationships that their (potential) customers really want. When a website visitor shares personal information, they often deliberately choose to become a lead. They prepare to nurture and open up to communication with your company.

With the right content mix, tailored to the right target audience AND sent at the right time, marketers can gradually inform potential customers about their brand’s solutions and ultimately inspire them to become repeat customers.

It schools your target audience

A marketer with the right nurturing mindset will never spam his audience with standard sales emails. From this kind of communication, an audience learns nothing and it certainly does not take them into the beautiful story.

Lead nurturing is all about identifying the needs of your target audience and then offering content tailored to different segmentations.

Your lead nurturing campaign content should be crafted so that it simultaneously entertains and informs your target audience in a personalized and relevant way. They should be excited when they see your email come in and to interact. Just as you as a marketer should be excited to bring them into your story.

The perfect preparation for sales

Even the best marketing may have been for naught if it does not result in sales. This is not about getting someone into a sales position as quickly as possible. You build an informed and interested target audience combined with repeat customers. Engaging in conversations that extend over an entire period of time and preferably for an indefinable period of time, that’s the idea!

If you build a relationship of trust with your target audience, they are more likely to turn to you when they are ready to make a purchase. If you inundate them with the typical sales mailing right from the start, they will not initially want to build a relationship with your brand themselves.

Why use lead nurturing?

Potential customers, regular customers, marketers and salespeople all experience the benefit of relationships built with lead nurturing campaigns. When a new lead signs up for marketing communications, it’s your chance to convince them of your abilities and explain how your products or services can solve their problems. Each step in a nurturing campaign should be an invitation for a target audience to interact with your company.

It’s good for your target audience

Lead nurturing gives your target audience a virtual hand as you guide them through all that your brand has to offer. The clicks and actions that they do outline a bring their needs well into focus and that in turn gives the marketer the advantage of being able to strategically send personalized content and solution that alleviate the customer’s pain points.

It’s good for your brand

Every nurturing campaign is an opportunity to show your target audience who you are and how you can help them. When marketers deliver on their promise, the number of sales and returning customers will increase.

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