Lead Nurturing is the process development between the prospect (Lead) and the company or brand. This methodology is mainly used within marketing automation. It is a technology that helps manage marketing processes and automatically manage multi-functional campaigns, across multiple channels. The analyzes of the prospects' behavior and their needs and wishes form the basis of the process. The aim is to influence prospects with targeted content to make a purchase. Lead Nurturing is therefore personalizing the prospects (Leads).
Does Lead Nurturing always work for every prospect?
No. Every prospect is partly different. Because it is partly different, it is possible to have groups of prospects who together have certain needs and wishes. The best situation is that you have the correct information for every prospect, so that you can send targeted content. This is still somewhat possible with a small population of prospects. This is no longer possible with a large population. The large population is divided into specific needs and wishes. Then it is no longer on an individual basis.
Gain trust
Don't think that once you've determined that a prospect has a certain need, you can automatically send a standard email. The prospect probably receives several emails from companies per day and yours may not stand out as a standard email. When a company sends an email, there is usually no person's sender listed underneath. Perhaps from the CEO or CMO, but that is not appealing and the prospect will probably not maintain direct email contact. This is possible if a company employee adds his/her name as the sender. A personal approach lets a prospect know that the company truly understands the need and positions the company as a partner. Then direct e-mail contact is possible on a sustainable basis. A company doesn't make promises, a person does, so it can generate trust.
Personalization
Automation for personalization is constantly being developed. Ultimately, a program can go very far, but it cannot replace human values (intuitive values). The automation tools try to meet the needs of the prospect with their complicated decision trees. The programs can even scour the internet for current information to send the right content for the current situation.
The automation tools should therefore support the company employee's decision to serve the prospect.
Effects of Lead Nurturing
Despite personalization, data analyzes and specific content, it is not possible for every content to lead to a purchase. That is already known in advance. But what percentage will lead to a purchase? About 50% of prospects are inclined to make a purchase. And approximately 20% of prospects are willing to become customers. It has also been shown that good content can increase the percentages. The strategy is therefore to set up and maintain quality relationships with customers and to send them the right content. An important instrument here is Lead Scoring.
Lead Scoring
Lead Scoring is fully connected to Lead Nurturing. This tool determines the phase the prospect is in. The Lead Scoring also determines, via a system of point allocation, when the prospect can be transferred from marketing to sales.
Lead Nurturing and Content Marketing
In the Internet age, traditional marketing methods are less effective. Especially for the younger generations. As prospects, they are very selective and scour the internet looking for an answer. Content marketing makes it possible to build a foundation around the company or brand. Creating relevant and valuable content for the selected target group. Consider, for example, infographics, blog posts, in-depth articles, images and videos.
