How to create a lead nurturing strategy?

26 Jun 2024

Lead nurturing is a marketing strategy that not only transforms leads into customers but also retains them. With the rise of inbound marketing, it has become essential. It is a delicate phase that deserves your full attention. However, without being an expert, it is entirely possible to call on a professional to handle it. Nevertheless, we would like to present the different lead nurturing strategies so that you can have an idea of the steps to take for this project. A good lead nurturing strategy essentially involves 4 processes. You need to feed (segmentation), identify, build a solid relationship, and analyze.

Segmenting Leads

In order to better target prospects, lead nurturing segmentation is an important step not to be overlooked. It essentially allows better targeting of prospects by enabling the delivery of content tailored to their needs at the right moment.

Segmenting leads simply means that you will distribute prospects into different categories according to well-defined criteria. If you aspire to the success of your marketing campaign, this process is essential, especially in lead nurturing. As you segment your prospects, you can create more effective and relevant lead nurturing campaigns. This means you can send the right content to the potential customer who really needs it at the right time.

To put you in context, when a person visits your site, your products, or your services, they do not purchase simply because they do not yet have the necessary budget. It may also happen that they do not really understand what you offer or that they cannot distinguish the added value that sets you apart from your competitors. For some, they do not buy simply because it is not the right moment. With segmentation, you will ensure that your campaigns are relevant and could therefore best correspond to the needs of each of your leads.

You can essentially segment your database based on:

Previously defined personas,
Types of offers,
Stages of progress of your leads in their conversion journey.

Furthermore, you can also consider starting segmentation based on scoring. This way, you will more easily distinguish those with high potential. You must also, in the context of segmentation, take into account the required dimensions.

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Identifying the Most Mature Prospects

The benefit of segmentation is also to allow you to sift through your contacts. During the segmentation process, you need to be able to identify the contacts to nurture, those to follow up with, and those to approach commercially. This process also helps you to identify your most mature prospects.

Identifying these most mature leads is essential if you really want to focus your efforts on the most effective commercial means. In fact, determining the position of your leads in the conversion funnel gives you the opportunity to choose the most suitable techniques to convert them into clients.

To identify your mature prospects, you need to qualify them by deploying various strategies. You can use sales techniques such as BANT. Although it may seem too traditional for some, it is entirely possible to revitalize it through your lead nurturing strategy. Other methods, such as renurturing or reactivating a prospect are also recommended.

How can you identify your most mature prospects? You can look at their interactions: who responds to your newsletters, who downloads your documents, etc.

Speak regularly to prospects

If qualified leads are not always ready to buy, it is not yet time to throw in the towel as there are plenty of techniques to achieve your business objectives. Several reasons may prevent them from making a purchase. To find out and develop new strategies, you need to establish a dialogue with your prospects. To impose your reputation, you need to speak up and ensure the continuity of exchanges through authentic discussions.

Therefore, it will not be a matter of bombarding your prospects with emails. You need to find the right balance between your approach to them and the content you offer. Your main goal is to identify the obstacles that prevent them from making a purchase. To do this, for example, you can send them welcome emails, express your gratitude for every action they take, etc.

Analyze the outcomes of the campaign

In order to fully grasp the impact of your efforts, you need to remain attentive to the outcomes of your campaign. This initiative will help you know whether your actions are fruitful or not. Among the elements that can give you clues, you can, for example, pay attention to the unsubscribe rates. You also have the conversion rates, the click-through percentage, etc. These are details that immediately show you the hot prospects (interested), the warm prospects (potential), or the cold prospects (potential who have not taken any action).

Once these analyses are completed, you need to develop other more effective solutions that could also make this task easier, such as marketing automation.

My Name Is Bond is the agency to contact if you are looking for a professional to assist you with your lead nurturing strategy or in your marketing automation. This automation agency can provide you with efficient automation bots for prospecting on social networks to make your task easier.

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