LEAD NURTURING: WHAT IS IT AND WHY IT IS IMPORTANT?

Sales and marketing play a crucial role in the success of every business. Typical questions asked by business owners every day, across every industry are.

  • “How do we find new customers and how do we get our existing customers to buy more of our goods and services more often?”
  • “How do we create awareness and place our brand in front of our customers when they are ready to buy?”
  • “How do we help our customers and prospects move efficiently towards a sale?”

All these questions and many more can be answered by a sales and marketing specialist.

The main goal of every business owner is to increase their sales by ensuring regular customers purchase more, more often and new prospects make enquiries to buy, more often.

What is a business without customers or prospects? How can you increase your ROI if you’re not implementing the right sales and marketing strategies?  This is where the Lead Nurturing process becomes a crucial sales and marketing business process.

What is Lead Nurturing?

Lead Nurturing is a relationship-building process between you (business owner) and your leads (prospective customers) by guiding them through the buying journey to eventually make a purchase.

Mind you; there are many influencing factors such as obstacles and objections that your future potential customers are experiencing along the way as they evaluate their purchase considerations.

Your potential customers are blocking unsolicited advertising messages and advances, they simply seek help from a reliable, trustworthy resource to solve their problems quickly and efficiently.

As a business owner, it is important for you to understand your customers challenges and deliver the solutions that solve their challenges. To ensure this understanding, I highly recommend that your business installs and adheres to a Customer Relationship Management (CRM) tool. A CRM is a critical part of the Lead Nurturing process.

When it comes to your CRM tool, it doesn’t matter how many “leads” you have. In fact, there are several easy ways to generate leads but how you convert them to making a purchase is the most important factor.

In the sales and marketing processes, this is where Lead Nurturing is crucial.

Lead Nurturing is usually not about immediate sales but more of an accumulation of repeat communications, relationship building, and trust establishment built up over time. This Lead Nurturing process helps to keep your brand at the forefront of your audiences’ minds so that when the time comes to purchase, your brands products or services are easily recalled.

Ongoing “touchpoints” with your CRM leads (e.g., educational messaging, product & service descriptors) are essential in the Lead Nurturing process because they are meant to communicate with each prospect and customer individually.

Why is Lead Nurturing Important?

Investing time in nurturing your leads can yield excellent results. But before you go about trying out different Lead Nurturing campaigns, it is good to know exactly why your business needs Lead Nurturing in the first instance.

Without nurturing your leads, it is assumed that 70% of your leads will never convert to sales! Therefore, sales and marketing activities such as regular and consistent database marketing goes a long way towards putting your brand at the forefront of your prospects mind.

Leads that give you their permission to communicate with them, do so on the premise that the information that you share with them is relevant. Beware; however, leads, prospects and customers are fickle. If the information that share with them is of no value, they will simply unsubscribe, and you will no longer have the ability to communicate with them in the future.

So, what do you do to prevent such scenarios and be successful at Lead Nurturing?

Ensure your messages clearly articulate how a problem can be solved. Enlighten your customers on how you can solve their problems and make them understand the next line of action to take – talk about their problems and let them know you are their first choice of solution provider.

Talk To an Expert

As a sales and marketing specialist, I have over 25 years of experience working with a vast array of clients across numerous industries. I’ve successfully grown sales results for my clients by introducing a dedicated, fit-for-purpose Lead Nurturing process that fosters ongoing relations with future potential customers. Contact me today and let’s talk about how I can help you grow your sales results faster.