Don't Be Annoying: 5 Proper Lead Nurturing Techniques

 Lead nurturing is an essential component of inbound marketing. It represents one of the few proactive actions you can take to help coax leads further down the sales funnel. Essentially, lead nurturing keeps you in front of your prospects so your brand will be fresh on their mind when they are ready to purchase. However, some lead nurturing techniques will have a more significant impact on your revenue than others. The object is to find the best lead nurturing campaign for your industry and your business. 


Some of the most lucrative lead nurturing techniques start with understanding and knowing the prospect's average buying cycle. Gleanster Research found that anywhere from 30 to 50% of the leads enter the pipeline qualified, but they are not ready to buy immediately. To most effectively guide those leads toward making a purchase, lead nurturing techniques must be based on the prospects position in the buying cycle. On the other hand, the technique can be triggered according to how the prospect behaves. In any case, most prospects will be in one of the following stages. 

  • Awareness: Prospects have just become aware of the need, your product, or your service. 
  • Evaluation: Prospects understand your service or product can fulfill their need, but they wonder if it is the best fit. 
  • Purchase: Prospects are ready to buy. 

1. Lead Nurturing Techniques: Content Marketing

Different content is more effective at different stages in the nurturing process. After you have determined where the prospect is in the buying cycle, you should provide the prospect with the information most valuable to them. The following information gives examples of the type of content you should use in each buying stage. 

  • Awareness: Prospects can find blog posts, articles, and industry studies valuable in research. 
  • Evaluation: Prospects can learn how your product or service can fulfill their needs with educational videos, blog posts, and case studies. 
  • Purchase: Prospects find demonstration videos, consumer reviews, buyer guides, testimonials, and success kits to be most useful during this stage. 

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2. Lead Nurturing Techniques: Qualification Nurturing Campaign

Since lead nurturing is practically identical to starting a new conversation with a stranger, you must know certain information about the prospect. This information is vital because you want to find a topic appropriate to discuss. Qualification campaigns are generally designed to determine if a lead should go to sales immediately or be routed through a lead nurturing campaign. In general, the direction the lead is directed is determined from the information provided by the prospect on the web form.

3. Lead Nurturing Techniques: Acquisition Nurturing Campaign

Acquisition campaigns are the engagements that take place before call-to-action nurturing campaigns. These campaigns use soft sells to encourage the prospect to talk to sales. Typically, acquisition nurturing campaigns include value added resources, such as analyst reports, or white papers. The overall goal is for you to set the stage for the following campaign, which is the call-to-action nurturing campaign. 

Read more: How to Develop a Compact Content Strategy for Online Marketing

4. Lead Nurturing Techniques: Call-to-Action Nurturing Campaign

At the end of the buying cycle, leads will essentially get to a point where they know enough about their problem to find the best answer. As a result, prospects will be much more likely to want to be engaged and discuss potential solutions with sales representatives. Call-to-action nurturing campaigns funnel leads towards engagement from sales. 

5. Lead Nurturing Techniques: Free Trial Nurture

Free trial lead nurturing techniques entail a free attractive trial offer. This technique allows you to effectively manage and engage the prospect at the optimum time because the offer is time sensitive. While the prospect is in the trial period, you can offer helpful tricks and tips to enhance their overall experience, which will help them decide to purchase. Before the free trial expires, you can use a soft sell to massage the prospect. After the offer expires, a hard sell or discounted product price could be used to attempt to close the lead.

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