Lead nurturing is simply a process of encouraging a sales opportunity. Essentially, this means that you work to remove barriers to the sale for your leads. These barriers can be anything from doubt about your product or services fit, value, a lack of budget or their experience within the buying process.
By removing these obstacles, you can help to drive leads through the sales funnel to eventually become buyers.
So, what can you do to reach the right people and ensure your leads become buyers? We’ve put together 4 best practices for a strategic lead nurturing process.
1. Research your buyer.
If you truly want to connect with your audience and relay the value of your product, then the first and most important thing you can do is to research who your customers are and build buyer personas. These buyer personas help your entire team understand your audience is. You can research who they are, where they work, what their goals are, what pain points they might have, and what their objections might be to the sale. This is all imperative info for drafting your content.
2. Personalize your messages.
After creating your personas, you’ll need to start catering your content to best suit your target customers. Not every prospect will be the same. They’ll have different roles in different companies and experience vastly different pain points. This is where your personas come in handy. For example, if you’re talking to a C Suite executive, you may want to be more direct and benefit focused. Whereas with a department manager, you could be more humanistic and action-oriented.
This also means that you’ll need to plan on using a variety of methods to reach those customers, like email, phone, and social media interactions. When these methods are paired together, they can help increase engagement with your content by 65%.
3. Think strategically about the prospect’s experience.
Before any message you send, it’s important to consider where the prospect is at within the sales funnel. This means not just thoughtlessly broadcasting multiple emails to large groups of people, but instead, considering the prospect’s experience with your content. Look at their journey. What have they received from you already? What have you learned about them? How can your product actually benefit them? Over half of prospective buyers will disregard your content as soon as it becomes irrelevant to them, so ensuring that you’re producing highly relevant messaging to your audience can actually help you increase revenue.
4. Define who a quality lead is.
Ask yourself, what’s a ‘sales-ready’ lead? What interactions will they need to have had with your content? What stage are they at within the sales funnel? What happens next? This means tracking their interactions with your content, giving each action a score and analyzing those scores so that you know who is ready to buy. By clearly defining the line where a lead becomes ‘sales-ready’, you can easily identify how your team will move forward to ensure that lead becomes a buyer.
Lead nurturing is all about removing barriers to the sale, and that means that every single part of the process needs to be strategic. From researching your target customers, drafting your messaging, planning your campaigns, and grading those leads: It’s about sending the right people the right message at the right time to drive sales your business.
Skrumble is an all-in-one communications solution – a platform that provides businesses the toolset to connect their team, engage with clients and grow their business by unifying a full phone system, video conferencing, team messaging, and more.