A simple and clear answer to the question: “What is Lead Nurturing” = Identifing leads in an early stage to learn from them and to cultivate them until they are ready for sale. Lead nurturing may boost up- and cross-selling opportunities, will get you more customer insights and does have a positive influence on Customer Satisfaction. The quality of your leads will be improved with lead nurturing, because instead of just letting a lead be a number or an emailaddress, you will get to know more about them, their needs and problems. For more info on what Leads are, click here.
At Announcely, we see lead nurturing as a high priority for making a sustainable business in the future.
So, how does it work?
To walk you through it, we like to introduce you to the 7 phases of the Lead Nurturing Funnel.
Phase 1. – Creating Awareness
This is all about getting the word out and driving traffic to your website through channels like Ads, SEO, Blogging, and many other traffic generating opportunities.
When you’ve got traffic on your website, it is time for Phase 2. If you want some ideas on how to get more visitors, read this.
Phase 2. – Collecting Names & Data
This is where you obtain a small amount of information about your visitors. This information can be a name, emailaddress, telephone number, social media account and many more. You have to convince people to give you this information, so an appealing CTA should be in place. Be subtle, don’t ask for too much and give something in return. In a later phase, you can ask for more, so just make sure you don’t scare visitors by asking too much of them. At Announcely, we already enrich this data for you. An emailaddress could be enough for a complete social network to work with. Learn how.
Phase 3. – Get Engaged
This is the moment to get the conversation going. The already received infomation should be a trigger for you to act on. Send them an email. Give them a call. Just be creative, polite and spot-on with your pitch. There are many options for this, and you should make sure that the first, personal, customer touchpoint will have a good and lasting impression.
Phase 4. – Building Prospects
Prospects are persons of who you think they might be able to buy your product or service one day. So that might be determined by job title, budget, industry, company size or some other relevant factor defined in collaboration between marketing and sales. You can build these prospects out of your lead system, where you’ve applied Phase 1 to 3. Want to try such a system? Sign up and give it a shot here.
Phase 5. – Time for Marketing
When you got your list of leads and prospects, you can determine what marketing efforts are needed to take them closer to the sale.
A new lead should be presented with more general information than a warm prospect where you’ve build a profile (with interests) around.
Phase 6. – Time for Sales
For B2B: If your sales department acknowledges your lead as an actual worthwile lead (ready for action/sales), this lead will have to be handed to an account executive.
For B2c: If your business is more about B2C, the marketeer could also do this directly with appealing CTA’s. “Click here to buy”. There is no sales executive need for a selling a pair of flip flops ofcourse.
Phase 7. – Learn and repeat
Through the phases above, you get to know more about customers in person, but also in general. This knowlegde can also be applied in other (offline) marketing efforts. Find your own trends, build strategies and be succesful in what you are doing!
If you need any help with the information above, with lead nurturting, or just want to chat about what is possible, sign up, and we will get back to you.