How to nurture sales leads to conversion?

Lead nurturing generates revenue in turn!

Every purchase, no matter how small or large, starts off on Google, Firefox, Microsoft Edge, or Safari. Let it be reading to find out about comparable products, checking reviews, or even finding the greatest deal on any product or service.

The growing online market density has, in some way, changed the way customers behave and think. Therefore, nurturing the leads acquired from various sources is something that every organization looks forward to doing.

Nurture leads

Businesses do follow one thumb rule of never leaving a potential customer hanging after they’ve expressed interest in their product or service. Regardless of how long it takes, one must take steps to stay in touch with a lead to turn them into nurtured leads.

What are warm leads?

Window shoppers who show interest in a product or service but hesitate to make a purchase are the perfect example of warm leads.Visits to websites, completion of online forms for inquiries, subscription to email newsletters, reading of articles or testimonials, or even social media following are some of the activities warm leads do.

Warm leads Vs Cold leads

A warm lead and a cold lead are differentiated primarily by brand awareness. Warm leads have so already made their way inside, but cold leads are lagging because they are not aware of the brand’s existence.

Secondly, compared to cold leads who have shown no interest in the company, warm leads do have some specific needs.

The third and most crucial point is that warm leads have already done some research on the company and take relatively less time to respond favorably to sales efforts than cold leads, who need more time to be guided through the purchase process.

Warm leads Vs Hot leads

The moment a lead begins to define his/her need, they get converted into a “hot or qualified lead”. Thus, hot leads are the ones converted from warm leads.

For instance, a writer who enters a bookstore is considered a warm lead because he is there out of necessity, but the moment he visits a certain section, his hunt has been focused, making him a hot lead.

Hot leads can be identified by some of their behaviors, such as checking the websites of competitors, asking for additional details about the good or service, and confining their interest to one or two goods/services.

The pace at which the lead responds to any emails or any other outreach attempts also defines a lead. A warm lead responds periodically whereas a hot lead responds consistently and spontaneously.

Thus, a moderate level of nurturing is enough for a warm lead and the necessity of nurturing is minimum in the case of a hot lead.

How to turn warm lead hot?

• Gain understanding and deliver value

With a warm lead, moving forward is relatively simple. However, a common mistake made throughout the process is to move the sales cycle quickly with the assumption of the prospect is aware of what they will receive.

It is normal for a potential customer to seek a variety of options. In case, this step is skipped, the competitors are allowed to understand the prospect and come up with a customized solution.

Moreover, there is a great chance of leaving a potential customer cold if their needs are not understood clearly. understanding about the potential customer’s needs then the chance of letting them cold is high.

• Hand out highly targeted content

After gaining insight into the customer’s needs, follow-up makes the difference. Through the brand’s communication strategies, it conveys to the customer how significant they are to the business and helps turn them into hot leads.

In marketing, content reigns supremacy as it increases brand recognition and value across various channels. Every piece of material a lead sees has to be connected to something they might be looking for. Value-rich, high-quality content always wins the lead’s trust. Thus, making way for getting a loyal customer.

• Let them know, it’s all about them

Marketing and ads are not always welcomed by consumers just because they are always having the perspective of the former trying to get something from them. It may be anything like money, time or even attention to make warm leads hotter it is necessary to make them realize that it’s not about the brand but about them.

Reach out to them with a special discount or offer for any product or service they are looking for in particular.

• Build a network

Warm leads are prospective customers who can easily be turned into hot leads. So, a little effort is more than enough and should not be missed. As the chances of them turning cold are equally high. Seeking them out in social media platforms, responding back to their queries are essential.

What exactly is Lead nurturing?

Lead nurturing is the process of developing leads who aren’t quite ready to make a purchase. Building unique B2B relationships with prospects at every stage of the sales funnel is feasible with the help of lead nurturing.

How to nurture sales leads to conversion?

1. Aligning sales and marketing teams

The two facets of a business, sales, and marketing, must continue to have a positive working relationship. Before launching a lead nurturing campaign, it is first important to ensure understanding and synchronization between the two teams. Their cooperation is essential since none of the qualified leads escape from the sales pipeline.

When sales and marketing teams work together it is easy to identify the characteristics and actions that would invalidate a lead.

2. Using the right channels

Since the lockdown, there has been a dramatic rise in the use of multiple channels for marketing. The platforms employed for digital marketing grow together with the industry. Consequently, using a variety of ways to reach leads is a great idea.

For a campaign to be successful, a company’s mere presence on the market is no longer sufficient. If a business sticks to only one channel, the audience pool shrinks tremendously. The most effective lead nurturing strategy involves combining several channels, including email, social media, and even text messages.

3. Data is wealth

When it comes to constructing precise marketing messaging, best practices include KPIs, measurements, and data insights.

Lead nurturing is a bit complicated and calls for both precise data and creativity. Even though marketers should constantly use creativity in their content and messaging, these messages must also be supported by data, insights, and KPIs.

4. Finding the right pace

In lead nurturing constant outreach raises the probability of having leads disregard the brand, which hampers the efforts put into lead nurturing. Choose a pace that keeps the audience interested and entertained rather than bombarding them with messages.

5. Personalization matters

Personalized emails generate 6 times more income than non-personalized emails, according to studies.

The lead’s name should be included in promotional emails, but personalizing emails entails more than that. Their interests must be taken into account while creating the content that is given to them.

Offering special deals and discounts and tailoring the content to the user’s location is a couple of other ways to personalize the content.

6. Keeping track of the customer journey

When a lead starts to express interest in a product or service, that is when the lead has already begun his customer journey. Solutions for marketing automation help businesses determine the best time to interact with their audience and send out automated messages.

7. Balancing between written, video, and photo content

Prospects seek out stuff that appeals to their three senses: sight, sound, and reading. A film’s success depends on finding the right ratio of comedy, romance, comedy, and thriller. Similar to how a lead nurture campaign succeeds depends on the right mix of written, visual, and audio material.

8. Content Matters

Selling right away should be avoided while nurturing leads. Creating trust should be your first focus and content marketing is the most effective way to gain customers’ confidence along with building a brand’s reputation.

Summary

It takes constant work to be successful at lead nurturing, which is a challenging task. But among the few quick fixes that have been demonstrated to work are automated solutions designed to deliver greater insights on leads and their online behavior. Apply the above suggestions combined with marketing automation software, or schedule a demo to get more insights about lead nurturing.