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What is Lead Nurturing and How Can it Benefit Your Business?

Getting a lot of website traffic on your site is a dream. More traffic means more leads and more leads means more sales. But the trick is that you should know how to convert these leads and nurture them.

It’s because they’re interested in your brand that an anonymous website visitor gives enough information about themselves to become a qualified lead. From the initial engagement with a prospect until the time they become a frequent return client, lead nurturing campaigns assist marketers to create relationships with them.

Because lead nurturing programmes are designed to engage with each prospect and customer on an individual basis, personalised campaign content, such as emails, digital ads, and direct mail, is critical. You may help solve your viewers’ problems and build the framework for offering solutions that result in sales and long-term client connections by distributing material that directly answers their inquiries and relates to their needs. So, the technique is straightforward: ‘They Ask You to Answer.’

Nurturing isn’t always about making money right away. Instead, it’s about eliciting genuine connection and maintaining your brand’s prominence in the minds of your target customers over successful recurrent customer lifecycles.

What is Lead Nurturing?

Lead nurturing is all about listening to prospects’ requirements and providing them with information that effectively solves their worries about a company’s products and services. Marketers should produce content that portrays their businesses as the top choice among competitors in the same area to successfully nurture sales leads. Marketers greatly increase the possibilities of consumers acquiring a product or service from their brands when the time comes by raising the profile of a firm in the eyes of a potential customer.

Why is lead nurturing important?

1. Increased sales at a cheaper cost

A company can profit from greater sales conversions while spending significantly less on traditional marketing techniques by using lead nurturing. As a result, every brand can benefit from this strategy. According to a Forrester Research study, brands who excelled at lead nurturing earned 50% more sales-ready clients at a 33% reduced cost.

2. Better decision making in businesses

Lead nurturing allows businesses to concentrate their efforts in the most effective way possible. On the one hand, brands can use this strategy to identify genuine “hot” prospects and deliver them straight to the sales staff. As a result, the sales department may focus its efforts and resources on high-quality leads. Lead nurturing, on the other hand, aids in the identification of “warm” leads, which are then forwarded to the marketing team and nurtured till the point of purchase.

3. Builds a business reputation

Brands build and strengthen their presence by offering relevant instructional content to their subscribers through lead nurturing. Furthermore, lead nurturing enables a company to demonstrate to its customers that it understands their needs and can provide long-term solutions.

4. Boosts engagement

A firm may simply sustain interaction with leads who have already interacted with it via automated lead nurturing. If a lead has ceased looking at a brand’s offers or visiting its website, lead nurturing is a great technique to remind them of the company.

5. Identifies upsell and cross-sell opportunities

When engaging with existing clients, businesses can utilise lead nurturing to tell them about other products or services available.

How does lead nurturing work?

1. Score all leads

Lead nurturing begins with lead scoring, which is the act of determining where a lead is in the sales cycle. A marketer can use several lead scoring systems to evaluate leads based on a set of demographic and behavioural scoring data for this strategy. Marketers can also construct lead ratings based on previous experiences with various types of clients.

2. Identify the ideal buyer

Following the identification of target customers, a marketer should identify the profiles of all perfect buyers. A company can target its lead nurturing strategies using this information.

3. Develop a lead nurturing program

Based on the identification of the target consumer segment, a brand should develop a programme by considering how frequently it wants to communicate and what information it wants to share (webinars, case studies, white papers, and so on). It’s also a good idea to divide your customer list into buyer personas and generate customised advertising based on industry, geography, job function, buyer cycle, and other factors.

4. Evaluate campaign results and adjust where necessary

All that’s left now is to assess the program’s effectiveness after it’s been set up and implemented. Users’ engagement may be measured using the following metrics: email open and click-through rates, time to move a lead through the sales cycle, and the number of leads who made actual purchases. Following that, a marketer can examine all of the data, identify problem areas in your lead nurturing process, and experiment with new solutions such as new communication channels or fresh content.

Lead Nurturing Strategy

A lead nurturing strategy is a brand’s approach to obtaining and engaging new customers while also retaining existing ones. As a result, here’s how to make one.

1. How to create a lead nurturing strategy

Align sales and marketing efforts. Begin by identifying both marketing and sales leads. Marketing leads are routed to the nurturing stage, where they are “weaned” until they are ready to be sold. Sales leads are forwarded to a salesperson, who manages them in the CRM.

2. Set up a lead management process

This procedure ensures that only “hot” leads are handled by the sales department, while “warm” prospects are routed to the nurturing phase.

3. Collect useful data

A marketer should gather knowledge about prospective consumers and what they demand during the purchasing process in order to nurture leads effectively. Interviews, surveys, keyword research, and other methods can be used to gather this information.

4, Develop a content plan

To better understand their timeframes and know when to send out suitable content, marketers should establish lead nurturing content plans.

5. Communicate your message via email

Given that email has the highest return on investment (ROI) when compared to other marketing methods, it makes sense for a marketer to use it to reach out to their ta  ccrget customers.

6. Keep tabs, measure, and analyse

Once the approach is implemented, the marketer should monitor a variety of KPIs to determine whether the investment was worthwhile. It’s also critical to track leads to see how many are forwarded to sales or marketing. Finally, in order to enhance the process, the brand should determine which content gets the most leads.

Lead Nurturing Tactics

Here’s the list of the proven and most effective tactics that will help you bring your lead nurturing to the next level. Check them out.

1. Create your buyer persona

A buyer persona is a fictionalised version of your ideal customer. It requires drawing a portrait of your fictitious customer that accurately represents your complete target market. It will assist you in better understanding your customers and identifying the best strategies and techniques for reaching out to them. To construct a buyer persona, thoroughly investigate your target audience’s gender, age, location, needs, interests, pain points, budget, and other factors. Following that, you’ll be able to respond to the question, “How can we assist them?” You’ll see what obstacles are getting in the way of your customers making a purchase. Then you’ll be able to get rid of them.2. Build your customer base

We advocate using a customer relationship management system (CRM) to organise your workflow and preserve all of the information about your leads. A competent CRM system will allow you to keep track of all of your customers’ interactions with your business. As a result, each lead will have its consumer profile. It will allow you to quickly access information on them, such as their demographics, how and when they joined your community, the channels they prefer, the most frequently visited site pages, the material they most frequently engage with, and so on.

2. Outline your buyers’ journey

It enables marketers to examine their customers’ journey from identifying a problem to resolving it by purchasing their products in great detail. In order to create a buyer journey, you must first create a customer journey map. It aids in the comprehension of a lead’s behaviour at each step. With this map in front of you, you’ll learn which perks and solutions your target audience is seeking, how they make decisions, what problems they encounter when using your service, what prevents them from purchasing, and a lot more useful information that will help you satisfy their demands.

3. Score your leads

Lead scoring is the practice of assigning points to your leads on a scale of one to ten, indicating their level of interest as well as their likelihood of purchasing your goods. This method helps you to see which prospects are ready, able, and willing to buy, as well as which ones are still falling through the cracks in your sales funnel. The lead score will reveal that certain leads are a complete waste of time for your company, while others simply require additional education and nurturing.

4. Create targeted content for each stage in your buyers’ journey

To effectively nurture your leads, you need valuable content. Develop tailored and relevant content for each lead based on their level in your sales funnel and the results of lead scoring. It will assist you in informing them and moving them down the sales funnel. Leads at the consideration stage require further proof and high-quality content to help them understand why your company is the best option. Comparisons, case studies, webinars, and other types of information fall into this category. Bottom-of-funnel leads only require a final push to convert because they’re ready to buy. Give them a free trial, a demo, and FAQs, for example.

5. Follow up leads with automated campaigns

You may relax in your chair and let email marketing automation handle the education of leads. You no longer need to manually send each lead a separate message with today’s email services. Marketers can use Automation tools to set up automated email sending based on the behaviours of their subscribers. As a result, each prospect will receive a customised and relevant email based on where they are in the sales funnel. For instance, when a new subscriber joins your mailing list, they will receive an onboarding email series tailored to their interests. You can send an abandoned cart email with a special discount if a user adds a product to their shopping cart but did not purchase it.

6. Combine marketing channels

With so many channels available today, it’s impossible to ignore them. Combining them will allow you to customise your approach to each customer while also expanding your reach. You can send automated campaigns, SMS, and online push alerts, assist customers with chatbots, increase social media interaction, execute retargeting campaigns, and use PPC ads, among other things. You must go where your clients are.

Lead Nurturing Best Practices

1. Set goals wisely

Setting a target is the first step in any approach. There is no exception when it comes to lead nurturing. You might want to push as many leads through your sales funnel as possible, re-engage passive prospects, or learn more about your current leads. Each campaign should have a single attainable and quantifiable goal. To measure the effectiveness of each campaign, think about the KPIs ahead of time. If you want to re-engage passive clients, keep track of how many cold leads converted; if you want to collect more data, keep track of both the amount and the value of the data.

2. Create clear CTAs

If you want a lead to convert, make sure they understand what they need to accomplish. Make sure the following step in their buyer’s journey is clear and rational. By logical, we mean that it should correspond to the current state of your leads. Make unique CTAs for each stage. If a user is unfamiliar with your service, for example, ask them to “Get started” or “Learn more.” If a lead is qualified and ready to buy, use the CTAs “Grab my discount” or “Buy now” as the final push. You may attract them with a limited-time offer.

3. Personalize your emails

When it comes to lead nurturing, sending an identical email to your whole mailing list is a thing of the past. Marketers compete fiercely for subscribers’ attention, so they must do everything they can to engage them. Personalization enables you to deliver an individual approach to your lead with minimal effort. Collect subscriber information and use it in your email campaigns. This contains information such as their name, gender, location, interests, and hobbies, among other things.

4. Run retargeting campaigns

They are only interested in leads who have already had contact with your company. They are users who browse your website’s pages and look at the products but do not make a purchase. You can retarget them and remind them about the product they loved using a retargeting campaign. This will aid in the growth of sales and brand recognition. Facebook pixel and Google Ads can be used to create such campaigns.

5. Collect information about leads from marketing, sales, and support teams

Do not entrust this duty just to your marketing or sales team. Users frequently direct their inquiries and problems to a support team, so this group has a good understanding of your customers. They can simply notify you about the issues your leads are having with your product, allowing you to enhance it on a regular basis.

6. Use paid ads

PPC is another name for this type of online advertising. It means that each time a user clicks on your ad, you pay a price to the search engine. On the SERP, paid adverts appear above organic results. We propose that you conduct research and identify the keywords that people use as search queries to find your product, and then include those keywords in your ads for better results. You’ll improve site traffic and sales this way.


Shergroup offers a full suite of lead and marketing automation services, including lead scoring, lead tracking, and lead qualification to help you find your best prospects and nurture leads throughout the cycle. Use our lead generation solution and see how automated lead nurturing can help you create more customers to grow your brand! Contact us to find out more, one of our friendly business solutions advisors will guide you through your query.

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Last updated | 19 July 2023

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