As a business owner, consistent lead generation will always be one of your top priorities. Continuing to generate interest in and demand for the products/services you sell is part of the ongoing challenge of running a successful business.
But generating leads, although crucial to the vitality of your business, isn’t where your work ends. To convert leads into paying customers, they will need consistent nurturing along the buyer’s journey.
Despite the fact that, “nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads” (Demand Gen Report), many business owners neglect to invest in a lead nurturing strategy. At CommonPlaces, we strongly believe that neglecting to develop a lead nurturing activities is a big mistake.
Why Invest in Lead Nurturing?
Simply put, lead nurturing reminds people who were once interested in your brand that you still exist. It also reminds them why they were interested in your band, to begin with. More specifically, lead nurturing:
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Encourages Engagement
Lead nurturing can be done in a variety of ways and through various channels. No matter how you choose to nurture your leads, the main goal and one of the most important benefits is creating a line of communication and encouraging engagement between your brand and your potential customers. Simply acknowledging new leads with a welcome email and inviting them to ask questions is a great way to encourage engagement.
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Shows Your Human Side
People like knowing there’s a human behind your website, social media page, or other online branded applications. By getting personal with potential customers, you can show them the human side of their brand, and ultimately help them to develop a sense of trust in your business.
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Proves You’re Listening
Lead nurturing programs allow you to provide targeted content to meet the specific needs and interests of your leads. Sometimes all it takes to convert a lead into a customer is showing them that you care about them and that you’re willing and able to provide them with the best solutions possible.
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Enables Timely and Relevant Communication
Setting up a lead nurturing campaign not only allows you to engage with your prospects on a regular basis, but it also provides a channel for publishing timely and relevant news, and other industry topics. By showing potential customers your extensive knowledge and expertise, you can prove your leadership and authority status, thereby standing out among your competitors.
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Can be Automated for Cost & Time Savings
Lead nurturing may sound like a time consuming and expensive marketing technique, but it doesn’t have to be. With the many marketing automation applications available today, such as Hubspot you can create a lead nurturing program that requires little manual effort, saving you time and money in the long-run.
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Uncovers New Selling Opportunities
Another great benefit of lead nurturing is that you may tap into an existing customer’s need for additional products or services. If a customer is already using one or more of the items you sell, they have already established a sense of trust with your business, and are more likely to choose you over your competitors when they need to upgrade.
BEGIN Lead Nurturing now
According to HubSpot, “70% of marketers say converting leads is their top priority.” It’s certainly one of ours. At CommonPlaces, we use proven lead nurturing applications like HubSpot and ActiveCampaign to ensure our leads are being supported throughout each stage of the buyer’s journey.
Do you need help developing a campaign to help you convert more leads to loyal customers?
